Launch: 2012 Toyota Prius and Prius c

February 20th, 2012 – The new Toyota Prius and all-new Toyota Prius c was launched this afternoon at the Sunway Pyramid Convention Centre in Malaysia. UMW Toyota Motor, the local extension of the Toyota and Lexus marques, held the unveiling amid restrained class and style. The Prius is in its 3rd iteration, now diversified into two variants; Luxury and standard, while the all-new Prius c gets to hitch on big brother’s fame for the launch.

The Prius Luxury is expected to be on sale for RM145,500 while the standard Prius will be yours for RM139,900  (both on-the-road with insurance). The Prius Luxury will add ridiculously-efficient LED projector headlamps, automatic headlights, heated leather front seats, and an Electro Chromic centre rear-view mirror for an additional RM5,6k. This means that both variants of the Prius comes with a whole bunch of goodies; LED daytime running and rear lights, alloy wheels, electric-only mode (termed EV mode), smart entry and start system, an extremely detailed dashboard, all the standard acronyms, a premium JBL audio system, reverse camera, rain sensor for the wipers, and of course, our beloved Star Trek centre console and panel. Keen observers will realize that there is no price difference for the standard Prius after the Budget 2011 import duty and excise duty exemption for hybrid vehicles. This is exceptional news for the average eco-friendly Malaysian carbuyer; you now get to be environmentally smug.

According to En. Ismet Suki, President of UMW Toyota Motor, “The 3rd generation PRIUS was launched in Malaysia in 2009 and UMW Toyota Motor has sold more than 2,700 units sales as of December, 2011. This has been made possible thanks to our Government initiatives and in the recent announcement by our Prime Minister Datuk Seri Najib Tun Abdul Razak, the Government will continue to encourage the purchase of hybrid vehicles, by extending the exemption of the Import Duty and Excise Duty for Hybrid Vehicles below 2000cc until the 31st of December 2013”.

The all-new Prius c is a 5-door, 1.5-litre hybrid hatchback, priced very competitively at RM97,000 ( on-the-road with insurance). The tried-and-tested 1NZ-FXe engine also runs the Atkinson cycle like the Prius’ 1.8-litre, giving out increased efficiency at the cost of power and torque output (relative to conventional 4-stroke engines; Otto cycle). The sporty styling for the Prius c suggests that the vehicle is aimed at the younger market, most likely veering the crowd away from the Honda Insight and the CR-Z.

Although less well-equipped than the Prius, the c gets some cool features too; projector headlamps, alloy rims, automatic air-conditioning, smart entry and start system, another extremely detailed dashboard, cruise control, EV mode, and of course, ATSA.

Toyota’s unveiling today comes in response to the mounting competition by Honda’s Insight, before this the only hybrid vehicle in Malaysia to be priced below RM100k. It remains to be seen if the Prius c is able to snatch some of the market share away from Honda. With its current styling, I would say that it should give the CR-Z a run for its money.

View the first gallery for photographs of the launch, the second for the released photographs of the 2012 Prius, and the third for the Prius c.

Tags: Atkinson cycle Hybrid Hybrid Synergy Drive Otto cycle Prius Luxury Toyota Toyota Prius Toyota Prius C UMW Toyota Motor