Toyota Prius Mk3
- (opens in new tab)
- (opens in new tab)
- (opens in new tab)
- Sign up to our newsletter Newsletter

The cultural history of the Toyota Prius is an object lesson in how to soften up consumers and get new tech into the marketplace.
Easily the most famous hybrid car in the world, a position attained by the twin prong strategy of being first and being persistent, the Prius is now in its third incarnation.
On sale in Europe from Autumn 2009, Prius Mk3 builds upon the buzz of the first two cars, enhancing the efficiency of Toyota's hybrid drive system and generally fleshing out the look and feel so that – to all intents and purposes – the Prius acts no differently from a conventional car.
See more of the third incarnation of the Toyoto Prius, easily the most famous hybrid car in the world (opens in new tab)
This last point is crucial. While the first Prius of 1997 was visually bland it garnered attention thanks to the high-profile list of celebrity owners. By the time the second generation car broke cover in 2004, the company had coaxed its design team into slightly more self-expression, in the process creating the 'hybrid style' most recently aped by the Honda Insight. Prius III is more of the same, bulbous rather than sleek, but with a faint echo of old-school American futurism in its swooping lines and large lamp glasses. It's as if we're getting very late deliveries of a future promised a half century ago.
Features
Inside, the cabin is airy, although fixtures and fittings are lightweight (the doors shut with a metallic 'sproing' that implies cost, rather than weight, efficiencies). The dashboard is far less confusing than the earlier cars, condensing the complex inner workings of the car into an easy-to-read display. In a nutshell, the Prius’s Hybrid Synergy Drive has a petrol engine supported by a bank of batteries, which are charged through kinetic energy generated by braking. At rest, the engine switches off altogether, and the latest model also offers an 'EV' mode that allows the car to coast along on electric power alone, albeit at limited speeds and very limited range. While keener Prius prodders managed to hack second-generation cars to perform a similar function, the superior hybrid tech and better batteries in the new car make this eerily quiet electric mode a genuinely futuristic experience.
Fuel efficiency
The real-world advantages of ultra fuel efficiency are plain to see; it's easy to understand why people become 'hypermilers', that subset of West Coast hybrid geeks who devote their time to extracting every last inch from each drop of gasoline. For this is a machine that rewards smoothness and deliberate, methodical driving. There's something supremely satisfying about ramping up the high mileage stats; equally, you can understand why the car's detractors accuse Prius drivers of being smug.
Conclusion
It's also important to note that this mid-size car isn't exactly a nippy city machine: it's not an urban car, but a suburban one. Perhaps in American terms - the Prius's largest market - it feels small, but in densely packed Europe the car offers no real advantages in terms of parking or manoeuvrability. Ultimately, however, none of this matters. The Prius is an utterly practical, discretely designed and easy-to-use machine, one that delivers some of the very lowest CO2 figures on the market, as well as all-important exemption from London's congestion charge. The Prius continues to push gently at our perceptions of what an everyday car should be, implying that the ongoing revolution in automotive technology will be a velvet one.
Jonathan Bell has written for Wallpaper* magazine since 1999, covering everything from architecture and transport design to books, tech and graphic design. He is now the magazine’s Transport and Technology Editor. Jonathan has written and edited 15 books, including Concept Car Design, 21st Century House, and The New Modern House. He is also the host of Wallpaper’s first podcast.
-
S94 Design makes the most of its uptown location to blur the lines of art and design
S94 Design brings displays from Kwangho Lee, Donald Judd, Max Lamb and more to its Rafael Viñoly-designed location
By Julie Baumgardner • Published
-
Oasi Cashmere is taking Zegna back to its roots in the Italian Alps
Oasi Cashmere – an environmentally-conscious, all-embracing cashmere collection – is inspired by the Oasi Zegna nature park in the lush Biella Alps
By Jack Moss • Published
-
Lynda Benglis’ seductive hall of mirrors and juicy neon eggs in London
American artist Lynda Benglis subverts expectations with new bronze sculptures and otherworldly coloured eggs in a new solo show at Thomas Dane Gallery, London
By Harriet Lloyd-Smith • Published
-
Peugeot’s sparky 308 gets hybrid power and handsome lines
The Peugeot 308 proves that mass-market design needn’t be dull, blending hybrid power with sharp lines and excellent detailing
By Jonathan Bell • Last updated
-
BMW Motorrad brings out the big guns for its newest cruisers
BMW Motorrad R 18 Bagger and Transcontinental set the tone for high-voltage cruising with a brand collaboration with speaker specialist Marshall
By George Chapman • Last updated
-
Dacia’s new Manifesto concept is a true outdoor utility vehicle
Utilitarian auto brand Dacia sets a bold new agenda with its Manifesto, a concept car pitched at the active outdoor market
By Jonathan Bell • Last updated
-
The sun sets on traditional supercars at California’s Monterey Car Week
Monterey Car Week, the world’s most prestigious car gathering, is showcasing ever-more extravagant special editions, coachbuilt cars and all-new electric concepts. Here are seven key machines from 2022
By Rory FH Smith • Last updated
-
Is McLaren’s GT a sports car, a tourer, or the best of both?
The McLaren GT is a capable all-rounder dressed up in svelte supercar clothes. It might also be the last of its type
By Jonathan Bell • Last updated
-
Rolls-Royce puts the Phantom back on its lofty pedestal
A mid-life refresh ensures the flagship Rolls-Royce Phantom Series II is at the top of its game, a last hurrah for traditional engines before an electrified future
By Jonathan Bell • Last updated
-
Prodrive’s new racing simulator is shaped by Callum to be front of the grid
The racing simulator shapes up – this new design from Prodrive and Callum is honed for the high-end games room
By Jonathan Bell • Last updated
-
The Cupra Formentor is a dark star for bright minds
For all its moody styling, the Cupra Formentor – from the SEAT spin-off brand – is a compact, swift and fun-to-drive crossover
By Jonathan Bell • Last updated