Toyota unveiled the Prius c, a new smaller and more affordable version of its popular hybrid, aimed at young, city-dwelling buyers.
The c, which stands for city, is set to go on sale in March and will be smaller, lighter and more nimble than previous versions. The subcompact hatchback also will also be priced under $19,000, more than $4,000 less than the starting price of the current version of the traditional Prius.
Jim Lentz, Toyota’s top U.S. sales executive, told reporters at the North American International Auto Show press days in Detroit that the c is a gateway vehicle and a key part of its Prius strategy. It is designed to draw in young buyers who may have previously thought that a hybrid was out of their price range.