With the announcement of the Toyota Prius as the Car of the Year for the 2023-24 period in Japan, this award adds to the list of achievements for the Prius, proudly securing this prestigious title for the third time in its history. The decision to bestow this remarkable title was made by a specialized judging panel in Japan, reflecting admiration and appreciation for continuous improvements in the design and performance of the Prius.

Initially slated for retirement, the Prius underwent a comprehensive redesign with enhancements across all aspects of design and performance, transforming it into a deserving winner. The ability to excel in the automotive world stems from innovative thinking, and the Prius has distinguished itself with its unique approach, featuring three powertrains in one chassis—gasoline, mild hybrid, and fully electric.

In the competition, the BMW X1 and Honda ZR-V secured the second and third positions, respectively, highlighting the acceptance of the idea of diversity and excellence in the automotive industry.