Toyota launching new hybrid family car

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here