Toyota unveils fourth generation of Prius hybrid

Toyota last night unveiled the fourth generation of its Prius hybrid at a glittering event on the rooftop deck of the Linq Hotel & Casino in Las Vegas.

Toyota estimates a 10-per cent increase in fuel economy, to about 55 mpg, but according to commentators that might be less important to sales growth than improved driving dynamics and normalised styling.

The curved profile had been flattened out and sharpened, and the handling was stiffened, reflecting the need to compete on performance and style as also efficiency.

The current Prius, launched as a 2010 model, had faced increased competition from both conventional cars as also an array of plug-in hybrid and all-electric models.

The pricing of the car, which had not been released as yet, would be another important factor, that would determine sales. The base price of the outgoing model of about $25,000 represented a significant premium over comparable conventional vehicles, which had narrowed the fuel efficiency gap.

A Honda Civic version - which last year displaced the Prius as California's top-selling car now made upto 41 mpg on the highway and started at about $20,000.

Final pricing and fuel economy figures for the next Prius would be released before it made it to showrooms of dealers in January.

''With the aged outgoing model and low gas prices dragging down sales, the 2016 Prius will be a much-needed shot in the arm for not only Toyota, but the entire green car segment,'' said Jeremy Acevedo, an analyst with Edmunds.com, Los Angeles Times reported.

"We're pulling out all of the stops for this exclusive event to celebrate the future of Prius in a truly spectacular way that will be anything but expected," Toyota had promised attendees.

Commentators say, the hybrid sedan, which is longer and lower, and should give over 55 miles per gallon.

The new Prius is the first vehicle built on Toyota's New Global Architecture, which would  allow Toyota to roll out vehicles with shared components.

With gas prices down and demand for hybrids flat, Toyota pitched the new Prius' style and driving dynamics.

''Prius set the global benchmark for hybrids, but now is breaking its own boundaries with more engaging style and fun-to-drive dynamics,'' said Bill Fay, group vice president and general manger of the Toyota Division. ''This Prius will invite new drivers into the category by delivering an impressive look and feel, built on the foundation of safety and eco-consciousness that define the vehicle's heritage.''

In July, Toyota Motor Corp had been forced to recall about 625,000 hybrid cars globally to fix a software glitch that could, in limited cases, shut down the hybrid system while the car was in motion. (See: Toyota recalls 625,000 hybrid cars globally to fix software glitch).