Toyota is launching the new Prius petrol/electric hybrid family car in the UK with a &£2.7m press and outdoor advertising campaign created by Saatchi & Saatchi.
The car operates on its electrical motor in slow traffic, cutting exhaust emissions to zero. The car will be available in the UK from the beginning of 2004.
Toyota is hoping for sales as high as 5,000 units a year for the new car, many more than the trickle of sales for the original model in the UK.
It will retail for between &£17,500 and &£18,300, but customers will qualify for a &£1,000 government Powershift grant.
Rival Honda markets a hybrid electric/petrol version of its Civic hatchback in the UK under the IMA (Integrated Motor Assist) branding.