Toyota brand design chief says Prius needs massive restyling

Article by Anita Panait, on December 3, 2013

The fourth-generation Toyota Prius needs a “massive restyling,” Toyota brand's global design chief Simon Humphries told Automotive News at the Tokyo Motor Show. "It has to be a revolution this time around," Humphries said. He remarked that the last redesign was evolutionary, adding that when two evolutionary designs are implemented in a row, "things go wrong.”

The Prius, featuring an aerodynamic triangular silhouette, is considered as one of the most unique designs on the road. However, the hybrid unit has been criticized for lacking sex appeal with its quirky looks. A redesign of the Prius is expected in early 2015.

The challenge now is how to make the Prius stand out in the increasingly jam-packed segment of gasoline-electric vehicles, including hybrid units from Toyota.

"The biggest challenge is that quite simply, when Prius was first initiated, there was only Prius as a hybrid,” Humphries told Automotive News." He remarked that now that more and more hybrids are being offered, he hopes that the next-generation Prius will be an “emotional hybrid car.”

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