The decade-long linguistic debate surrounding the plural form of “Prius,” Toyota’s pioneering hybrid vehicle, has finally reached its conclusion. Toyota Motor Sales (TMS), USA, Inc., put the question to the public, and after an extensive voting campaign, the verdict is in: “Prii” is now officially recognized as the plural term for the Prius. This announcement, made on February 20, 2011, marks the end of considerable speculation and brings a definitive answer to Prius owners and enthusiasts worldwide.
The “Prius Goes Plural” campaign, launched at the North American International Auto Show in Detroit on January 10th, was a clever initiative by Toyota to engage with its community and resolve this light-hearted yet persistent question. Coinciding with the unveiling of the expanded Toyota Prius family of vehicles, the campaign invited the public to cast their votes for their preferred plural form. Over 1.8 million votes were tallied during the six-week period, with “Prii” emerging as the clear winner, capturing 25 percent of the total votes. Close behind was the more conventional “Prius” at 24 percent, while options like “Priuses,” “Prium,” and “Prien” trailed further behind.
The official unveiling of “Prii” as the winning plural form took place at the Chicago Auto Show. Jay Schwartz, head of content for Dictionary.com, was present to confirm that the online dictionary would be updated to include “Prii” as the accepted plural of Prius. This recognition by Dictionary.com further solidifies “Prii”’s place in the lexicon of automotive terminology, particularly within the context of Toyota Prius and hybrid vehicles.
“Community has always been a big part of the Prius brand, so it was only fitting that we invite the online communities to participate in the plural discussion,” stated Colin Morisako, advertising manager for Toyota, highlighting the brand’s commitment to customer engagement. “The people have spoken—Prii will be the accepted term used to describe multiple Prius vehicles going forward.” This statement underscores Toyota’s respect for public opinion and its innovative approach to brand building.
The debate over the plural of Prius had been ongoing since the vehicle’s introduction a decade prior. With the expansion of the Prius family to include models like the Prius Plug-in Hybrid vehicle (PHV), Prius v, and Prius c concept, the question of how to refer to multiple models became even more pertinent. Toyota’s campaign effectively addressed this, providing a fun and democratic solution to a long-standing, if minor, linguistic puzzle related to the popular Toyota Prius. The campaign not only resolved the plural issue but also served as a successful marketing effort, generating buzz and reinforcing the Prius brand’s connection with its customer base.
Toyota’s Prius family of vehicles continues to represent the company’s dedication to high fuel economy, reduced emissions, and proven hybrid technology. By offering a diverse range of Prius models, Toyota aims to broaden the appeal of hybrid vehicles and further promote environmental responsibility within the automotive industry. For those interested in learning more about the Toyota Prius and its family of vehicles, further information is available at www.toyota.com/priusfamily.
About Toyota
Toyota Motor Sales (TMS), U.S.A., Inc., established in 1957, is responsible for the marketing, sales, distribution, and customer service for Toyota, Lexus, and Scion vehicles in the United States. Through a network of nearly 1,500 dealerships, Toyota has established a significant presence in the U.S. automotive market, selling over 1.76 million vehicles in 2010 alone. Toyota’s commitment to the U.S. market is further demonstrated by employing nearly 30,000 people and investing over $18 billion in the country. For more information about Toyota and its initiatives, please visit www.toyota.com or www.toyotanewsroom.com.
