The 2008 Toyota Prius: The world's most popular fuel-efficient, low-emissions hybrid vehicle now offers even more value for Canadians

    TORONTO, Sept. 6 /CNW/ - Toyota Canada today introduced the 2008 Toyota
Prius mid-size gasoline-electric hybrid lift-back, bringing even more value to
the world's most popular fuel-efficient, low-emissions vehicle.
    Equal parts eco-friendly, stylish and fun to drive, the Prius continues
to strike a chord with Canadian customers. With new standard features and a
manufacturer's suggested retail price starting at $29,500, those considering a
more environmentally friendly vehicle have even more reason to do so. The 2008
Toyota Prius now comes with new standard features such as an electrochromatic
rear view mirror, garage door opener, 16" aluminum alloy wheels, coloured rear
spoiler and fog lamps. Front seat mounted side airbags and front head/side
airbags are also new additions to the standard equipment found in the 2008
    "Increasingly, Canadians are looking for ways to make things better for
the planet, and they are choosing to do business with companies offering
environmentally responsible products. Toyota Canada's fuel-efficient,
low-emissions vehicles offer them a choice in which they do not have to
compromise in terms of style and performance. The federal and provincial
governments, too, have stepped forward to support these vehicles through
incentives and rebates," noted Stephen Beatty, Managing Director of Toyota
Canada Inc. "But we also recognize that this type of social change is most
effective when all stakeholders work together, so we're pleased to stand
behind these initiatives and offer Canadians even more reasons to go green
with the introduction of the 2008 Toyota Prius."

    The 2008 Prius is extremely well-equipped with numerous other performance,
comfort, convenience and safety features, including:

    -   An audio system featuring AM/FM stereo/compact disc player, six
        speakers and steering wheel-mounted audio controls;
    -   A climate control system featuring air conditioning with automatic
        temperature control, cabin air filter, rear seat heater ducts, and
        steering wheel-mounted HVAC controls;
    -   A 60/40 split fold-down rear seat with fold down centre armrest;
    -   Power door locks with key lockout protection and keyless entry;
    -   Push button start;
    -   A full suite of instrumentation including a multi-information
        display, outside temperature gauge, dual trip odometer and digital
    -   Power windows with tinted, high solar energy-absorbing glass and
        driver side auto up/down function;
    -   A tire pressure monitoring system;
    -   Chrome interior door handles;
    -   Tilt steering column;
    -   Cruise control;
    -   Accessory power outlets and retained accessory power;
    -   Engine immobilizer;
    -   Heated power remote exterior mirrors and dual illuminated vanity
    -   Flexible interior storage, including a carpeted cargo area with up to
        16.1 cubic feet of storage behind the front seats, door map pockets,
        cargo area storage compartments on the sides and below, a centre
        console box with armrest, overhead console box, upper and lower glove
        box, and front seat back pockets;
    -   Illuminated entry, cargo lamp, glove box lamp, and map lamps;
    -   A stylish and aerodynamic exterior with a 0.26 coefficient of drag,
        featuring front and rear splash guards and colour-matched bumpers,
        rear spoiler, mirrors, grille, and exterior door handles;
    -   Variable intermittent wipers including an intermittent rear window
    -   Halogen headlamps.

    The 2008 Prius may be ordered with one of two options packages. The
Special Edition Premium Package adds control, comfort and safety features,

    -   Toyota's Vehicle Stability Control system;
    -   A premium JBL Audio system featuring AM/FM stereo/in-dash six disc CD
        changer with MP3/WMA capability, Bluetooth capability, an audio
        auxiliary input jack, and nine speakers;
    -   The Toyota Smart Key system;
    -   A back-up camera.

    The Special Edition Premium with Navigation Package includes all items in
the Special Edition Premium Package, plus a DVD-based navigation system.
    The 2008 Toyota Prius goes on sale in Canada today. The Prius carries a
manufacturer's suggested retail price starting at $29,500.

    Digital images available upon request.


    A proven, environmentally friendly alternative

    The Toyota Prius is the world's first mass-produced full-hybrid
gasoline-electric vehicle. Since its introduction (in Japan in 1997 and Canada
in 2000), Toyota has sold more than 700,000 Prius models worldwide, making it
far and away the most popular hybrid model on the planet, and proving the
reliability and performance of Toyota's industry-leading Hybrid Synergy Drive.

    The clean, efficient power of the Hybrid Synergy Drive

    The 2008 Toyota Prius is powered by the Toyota Hybrid Synergy Drive,
which combines a fuel-efficient gasoline engine with a high-torque electric
motor, robust storage battery and sophisticated energy management system to
maximize fuel efficiency and minimize tailpipe emissions.
    The heart of the system is a 1.5 Litre 4 cylinder engine featuring a
lightweight aluminium alloy block, dual overhead cams, 16 valves, variable
valve timing with intelligence, electronic fuel injection and a stainless
steel exhaust system. This is mated to a high-torque electric motor/generator
and a 500-volt storage battery to create a system that achieves a remarkable
Tier 2 Bin 3 emissions rating. The Hybrid Synergy Drive produces up to 110 HP
and up to 67 lb-ft of torque to provide smoother, more responsive
    The Prius is fitted with a continuously variable transmission that
adjusts effective gear ratios to maximize horsepower and torque at any engine
speed, providing the mid-size Prius with a fuel efficiency rating of just
4.0L/100km city and 4.2L/100km highway.

    Full control

    The front-wheel drive Prius is fitted with electric rack and pinion power
steering and Toyota's Traction Control system to enhance driver control.
    Ride quality is smooth thanks to an independent front suspension
featuring Macpherson gas struts and a stabilizer bar. This works in
conjunction with a torsion beam style rear suspension with stabilizer bar.
    The Prius has plenty of stopping power thanks to power assisted front
ventilated disc brakes and rear drum brakes, enhanced with Toyota's Antilock
Braking System with Electronic Brake Force Distribution and Brake Assist
    All models ride on sure-footed P195/55R16 all season tires mounted on 16"
aluminium alloy wheels with wheel locks.

    Comfort and safety

    Inside, the 2008 Prius holds up to five people in comfort and style, or
up to 16.1 cubic feet of cargo. The 2008 Prius is also designed with occupant
safety in mind. Standard safety systems include driver and front passenger air
bags, front seat mounted side air bags and front and rear head/side curtain
air bags. Three-point lap and shoulder seatbelts are fitted in all passenger
positions, and include adjustable "B" pillar shoulder belt anchors and
pre-tensioners and force limiters for the front seating positions. Younger
occupants are kept safe with anchor points for child-restraint seats and child
protector rear door locks.


    Customers may personalize their 2008 Prius using the Vehicle Configurator
on Toyota Canada's web site ( or in any Toyota Dealership across

    Peace of mind

    The 2008 Prius is provided with Toyota's no deductible, no transfer fee,
comprehensive warranty that covers the entire vehicle for three years/60,000
kilometres. Power train components are covered for five years/100,000
kilometres, while hybrid-specific components are covered for eight
years/160,000 kilometres. Major emission control components are covered for
eight years/130,000 kilometres and corrosion perforation for five years with
unlimited distance.
    Toyota also provides 24-hour Roadside Assistance for all models. Help is
just a phone call away at 1-888-TOYOTA-8. Roadside emergency services include
battery boost, lockout service, fuel delivery, tire change, winching, and even
towing. Optional Extra Care Protection (ECP) is also available, which includes
travel planning and trip interruption assistance, vehicle rental help,
lubrication maintenance, and mechanical protection of 17 major mechanical
component groups for up to six years/200,000 kilometres.

For further information:

For further information: please email or contact:
Kathryn Ruhland, Public Relations Manager, Toyota Canada Inc., (416) 431-8333

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