The Toyota Prius S "10th Anniversary Edition"
Could the unthinkable be happening in the boardroom at GM? Could Hummer be attempting to rebrand itself as the manufacturer of choice for those in the market for a more environmentally conscious ride, by pitching its most diminutive offering, the still leviathan H3, as a genuine, thinking-environmentalists alternative to Toyota's greener than green Prius? Such conjecture may not be quite as implausible as it first appears, with GM’s Vice Chairman, Bob Lutz, recently promising that within three years the entire Hummer range will be capable of running on biofuel, and similar sentiments being conveyed by the UK's sole Hummer dealer - a representative from which outlined the possibility that the Hummer H3 could be more carbon efficient than Toyota's Prius, should one consider the vehicle's lifecycle in its entirety, from initial manufacture through to final disposal.
Toyota's Prius and the Hummer H3 - Two Green Peas in a Pod?
Toyota, whether consciously or not, seemingly unwilling to concede any sales in the eco-car sector to the H3, has risen to the gargantuan challenge and upped the ante, today releasing the Prius S "10th Anniversary Edition", which aims to match the H3's blend of ostentation and specious environmentalism by mating the Prius' lauded green credentials to a modicum of extra bling. While the new Prius may lack the war-inspired D-rings of its American rival, duly making the attachment of parachutes, and hence a spot of automotive base-jumping, sadly out of the question, the special edition Toyota is thankfully replete with a host of other accoutrements aimed at luring the medallioned away from their Hummers. First up is the Anniversary Edition Prius' unique hue, which while perhaps not garish enough for certain tastes, nonetheless boasts a splendidly protracted and grandiose name: Light Purplish Blue Mica Metallic - sounds enchanting, but personally I find it to be more of the light blue, and less of the purplish. Meanwhile, technologically, the 10th Anniversary Edition is equipped with a raft of supplementary gadgetry, including gas discharge headlights, complete with a self-levelling function and Toyota's Intelligent Parking Assist System, not to mention a new smart entry and ignition system. For the directionally challenged, the 10th Anniversary is also equipped with an HDD Navigation System with voice recognition and hands-free compatibility, while standard cruise control allows compulsive multi-taskers to make alternative use of their right foot. Finally, a leather-trimmed four-spoke steering wheel and illuminated entry system - consisting of myriad external and internal lamps aiding entry to the vehicle in the event of a lunar eclipse - add the proverbial cherry on top. Those who take delivery of the Prius S "10th Anniversary Edition" will also, quite appropriately, receive a special 10th anniversary case to house the key for their trusty new Toyota.
If all this sounds as tantalising as a carrot dangling from a stick to a dim-witted donkey, the Prius 10th Anniversary Edition can be yours in Japan for a mere 2,730,000 Yen (£11,700). While, this limited edition Prius stands as little chance of dragging purveyors of bling away from their Hummers, as the Hummer does of becoming the environmentalists weapon of choice, the new features of the 10th Anniversary model go some way toward giving palpable form to the Hollywood cache it has attained since its introduction in 1997 as the first mass-produced hybrid car. I shall however be waiting for the appearance of a track-honed, superleggera, club sport version of the Prius before heading to my local Toyota dealer to put down my deposit.
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