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December 8, 2023

Toyota Prius Is 2023-2024 Japan Car Of The Year

The fifth-generation Toyota Prius is the 2023-2024 Japan Car of the Year. The Prius ended up with 360 votes from the Japan Car of the Year (JCOTY) committee trouncing the first runner-up, the BMW X1 with 150 points. The Honda ZR-V finished third with 100 votes.

This year, the JCOTY introduced a new voting system giving jurors 16 votes to spread between their three best cars.

According to Prius chief engineer Satoki Oya, the car’s reinvention was a case of extremes when former Toyota president and CEO Akio Toyoda recommended that the Prius, a game-changing petrol-hybrid first introduced in 1997, had run its course and should be retired and relegated to taxi status. But product planners and engineers, believing the Prius’s fate could be turned around, totally redesigned the exterior and rethought the powertrain, making the hybrid pioneer the most stylish it’s ever been with significantly increased performance and better fuel economy.

Now in its 44th year, the Japan Car of the Year awards is organized and run by representatives from 39 of Japan’s most influential automotive and lifestyle publications who select the 60 jurors each year.

In the first round of voting in early November, jurors selected the “10 Best” cars for 2023 which included the Toyota Prius, Toyota Alphard, Nissan Serena, Honda ZR-V, Subaru Crosstrek, Mitsubishi Delica Mini, Abarth 500e, BMW X1, Maserati Grecale, and Volkswagen ID.4. For the final round of voting, jurors gathered at the Sodegaura Forest Raceway near Tokyo to test drive the 10 Best cars before voting for the winners.

In the special awards categories, the 660-cc Mitsubishi Delica Mini kei-car won the Design Car of the Year trophy while the Nissan Serena took home the Technology Car of the Year award for its new e-Power system employing a 1.4-liter 3-cylinder hybrid and the Pro-Pilot 2.0 advanced driver assist system which allows hands-off driving on highways.


  1. Toyota Philippines should consider bringing back the Prius locally

    1. Bringing the 5th generation Prius here in the Philippines would probably depend on the sales performance of the Thai market where XW60 Prius will be produced there as CKD and launched next year, according to some Thai motoring websites, if it's feasible to be brought into the rest of ASEAN market.

    2. I believe the Prius has only been built in Japan.

  2. I hope Toyota Motor Philippines bring the new Prius to the Philippines.


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