The Time is Now for Toyota's All-New 2023 Prius and Prius Prime
Toyota unveils the all-new 2023 Prius and Prius Prime, supported by the "This is Prius Now" marketing campaign. The redesigned models feature sporty styling, advanced performance, and cutting-edge technology aimed at appealing to a broader audience. The Prius LE starts at $27,450, while the Prius Prime SE is priced from $32,350. Both models showcase significant improvements: the Prius boasts up to 57 MPG and 196hp, while the Prius Prime offers an estimated 44 miles of all-electric range and 52 MPG. Notable for its holistic marketing approach, the campaign includes diverse media placements, focusing on the vehicle's performance and aesthetic. Toyota strives for carbon neutrality through its electrified vehicle portfolio, committing to sustainable mobility for all customers.
- The all-new Prius offers a sporty design and enhanced performance features.
- Pricing starts at $27,450 for the Prius LE, making it competitive in the market.
- The Prius achieves up to 57 MPG, marking it as the most fuel-efficient version yet.
- The Prius Prime provides an estimated 44-mile all-electric range, enhancing its appeal.
- A cohesive marketing campaign targets diverse demographics effectively.
- None.
PLANO, Texas, April 6, 2023 /PRNewswire/ -- Toyota's ready to capture drivers' hearts with the completely redesigned all-new 2023 Prius and Prius Prime - and the new "This is Prius Now" marketing campaign brings an equally fresh perspective.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/9150351-toyota-all-new-2023-prius-and-prius-prime/
"The new campaign showcases the transformed Prius in an entirely new light," said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. "The all-new Prius and Prius Prime's styling, performance and high-tech features will redefine what customers think, feel and expect when they think of Prius."
Toyota developed the integrated Prius/Prius Prime campaign with its Total Toyota (T2) model in mind. The T2 model integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market.
The "This is Prius Now" campaign showcases a unified creative style throughout the spots, highlighted below.
In the spot titled "Black Sheep," created by Saatchi & Saatchi, viewers see white sheep popping up throughout an urban landscape. In the next scene, a black Toyota Prius makes its way down a street past a herd of white sheep. The Prius stands out and takes off down the street displaying its sleek styling and performance. Saatchi & Saatchi also created "Shadow," a playful spot in which the Prius' shadow is chasing it around town, showcasing the Prius' advanced features and bold design along the way. The spots were directed by Rich Lee with Framestore Pictures.
In Conill Advertising's spot titled "Buzz," directed by Alan Masferrer, news of the all-new Prius spreads like wildfire, generating buzz and excitement as phones light up with the news, breaking conventions with its daring design – embodying the pioneering spirit of the new generation of Latinos.
InterTrend Communications developed two spots for the campaign, directed by Brendan Vaughan. In the spot "Reborn," an artist, like the Prius, is both smart and stylish. Together, the artist and her muse, the Prius, create an artistic masterpiece. In "Exhilarating," the Prius' stylish, powerful performance energizes a DJ, enabling him to create a vibrant performance of his own.
Media Placements
The "This is Prius Now" Toyota Prius and Prius Prime campaign extends across linear TV, digital video, cinema, digital content, programmatic, out-of-home billboards, paid social, and search. High profile Network Prime cable, and sports programming includes NBA Playoffs and Finals, MLB Sunday Night games, NFL Draft, Gold Cup Tournament, WillowTV, and shows including "The Great North," "Grey's Anatomy," and more. Digital content/video includes partners such as the HBO Max Sequential Stories, Hulu's "Taste the Nation," Peacock, Univision, and more. Partnerships include the Official Vehicle of the 2023 Met Gala, the Latin American Music Awards, NYLON and NYLON House, Forbes, Amazon, YouTube, La Entrevista podcast on Pandora, among others. Paid Social runs across TikTok, Meta, Snapchat, Reddit, LinkedIn, Pinterest and Twitch.
The broadcast spots are available for viewing here. For images and credits, please click here.
About the 2023 Toyota Prius and Prius Prime
The Toyota Prius enters the 2023 model year as a completely transformed model. With a sleek new exterior design, a reimagined interior and an amped up hybrid powertrain, this new Prius is built for style, performance and efficiency. It is the hybrid reborn – without compromise. The all-new 2023 Prius brings sporty style with a coupe-inspired shape. Its sleek silhouette, low roofline, smooth body panels and widened rear are proportionally balanced by available 19-inch wheels and the interior features a clean, modern design combined with high tech displays and ambient lighting.
Toyota Prius comes well-equipped at a starting Manufacturers Suggested Retail Price (MSRP) of
As part of Toyota's diverse approach to carbon neutrality, the Prius Prime is part of our portfolio approach to moving "beyond zero carbon emissions." With eleven hybrids, two plug-in hybrids, the new bZ4X battery electric vehicle and zero emission hydrogen fuel cell technology Mirai, Toyota is committed to finding highly efficient and zero emission solutions that fit customers lifestyles across the US. Through this wide range of products, Toyota's goal is to provide all customers with exciting and affordable options to join our Beyond Zero mission to reduce carbon emissions as much as possible...as quickly as possible. As a symbol of that commitment, the 2023 Prius will be the first Toyota vehicle to wear a new "Beyond Zero" badge, a global effort to achieve carbon neutrality in our products, manufacturing, and beyond.
2023 Toyota Prius Key Features Include:
- Sporty new design with sleek silhouette, larger wheels and modern interior
- Most fuel-efficient Prius ever with up to 57 MPG combined manufacturer rating
- More powerful hybrid system delivers
60% more horsepower with up to 196hp - Upgraded electronic On-Demand All-Wheel Drive available
- Toyota Audio Multimedia standard with available 12.3-inch touchscreen
- Toyota Safety Sense 3.0 System standard
2023 Toyota Prius Prime Key Features Include:
- Up to 44-Miles of manufacturer-estimated all electric range,
75% more than prior generation - Fuel sipping manufacturer-estimated 52 combined MPG in hybrid mode
- Hybrid System with nearly 100-HP gain for improved 0-60 time
- New Traffic Jam Assist technology to aid drivers in stop-and-go traffic
- Toyota Audio Multimedia with 12.3-inch touchscreen and JBL Premium Audio available
About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in North America for more than 65 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our more than 1,800 dealerships.
Toyota directly employs more than 48,000 people in North America who have contributed to the design, engineering, and assembly of nearly 45 million cars and trucks at our 13 manufacturing plants. By 2025, Toyota's 14th plant in North Carolina will begin to manufacture automotive batteries for electrified vehicles. With more electrified vehicles on the road than any other automaker, Toyota currently offers 22 electrified options.
Through the Start Your Impossible campaign, Toyota highlights the way it partners with community, civic, academic and governmental organizations to address our society's most pressing mobility challenges. We believe that when people are free to move, anything is possible. For more information about Toyota, visit www.ToyotaNewsroom.com
Media Contacts:
Paul Hogard
Toyota Motor North America
469-292-6791
paul.hogard@toyota.com
Ava Weaver
Saatchi for Toyota
469-357-2114
ava.weaver@saatchi.com
For customer inquiries, please call 800-331-4331.
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SOURCE Toyota Motor North America
