Is the Toyota Prius C Better Left in Japan?

Matt Posky
by Matt Posky

While the Toyota Prius was an inarguable success on the North American market, its smaller sibling really only had a few good years before sales figures started trending in the wrong direction. The Prius C attempted to court urbanites (the C stands for city) by offering the same hybrid concept in a smaller package. Unfortunately, Toyota only managed to move around 13,000 between the United States and Canada in 2017 before its discontinuation the following year — leaving us with the standard Prius and the tongue-twisting Prius Prime Plug-in Hybrid.

But the C has since been revised in its native Japan, where it’s called the Aqua, resulting in a slightly roomier automobile with a new high-output bipolar nickel-hydrogen battery that’s supposed to deliver improved responsiveness and range. Considering the escalation of Western fuel prices, we’re wondering if it’s time for the Prius C to make a comeback in our neck of the woods or if it’s better left to cruise around the tight streets of Tokyo where its success is all but assured as the Aqua.

Toyota is attempting to think long-term with this one and deliver a vehicle that can satisfy economically minded consumers for the next decade. That involved making the Aqua a 2.0-inch longer wheelbase (via the TNGA-B platform) that’s primary goal was creating more interior volume for rear passengers and cargo. Considering the old model couldn’t even store 20 cubic feet of junk without folding down the seats, nixing rear passengers to accommodate for 70 cubic feet, this is likely to be a major win for the model.

But the most important aspect has to be the powertrain and clearly where Toyota put most of its effort. The entire package has been shrunk down using “bipolar electrodes” that effectively allow the cells to be stacked like sardines. This results in a smaller, tightly packed battery that weighs less and can have a charged sent straight through the stack. It also means Toyota could cram in more cells overall.

The manufacturer says this has resulted in a vehicle with 1.5 times the power output of its predecessor, while the use of NiMH batteries allows for more predictable performance in colder climates. Toyota has been one of the few companies that have spoken about battery technologies in a manner I would consider serious, at least when pressed, and has prided itself on advancing hybrid technology since the beginning. Cold-weather performance has been something its engineers have been going on about for years.

While this is less important in a hybrid than an EV, it still makes a difference in overall performance. Toyota is promising the 1.5-liter “Dynamic Force Engine” and an optimized HEV system is capable of returning 35.8 km/L (which translates into an insane 84 mpg) on the more basic model. Though the figure is likely inflated a bit by the nature of Toyota using the WLTC test cycle. The United States’ EPA assessment would undoubtedly yield smaller numbers.

It’s still wildly impressive and shouldn’t come down by much on better equipped Aqua models, which have tried to add more comfort, quietness, and practicality. While packaging would be different for North America, Toyota is adding larger displays, improved interior storage solutions, and an “emergency power supply mode” that effectively turns the car into a generator for pretty much whatever customers need during a blackout or camping trip.

Toyota is also promising more power and smoother acceleration (figures TBA), with the ability to accommodate single-pedal driving. While this is a feature we’ve seen cropping up on EVs, your author has mixed feelings on its true utility. Upping the regenerative qualities of the car is nice and extends the overall range. But the single-pedal mode can also make the vehicle feel like a combustion car that’s stuck in low gear if it’s not done well.

Though that ultimately has no impact on my trying to decide if bringing back the Prius C is a move Toyota should be making. While we already have the Corolla Hybrid, it’s locked into a mid-tier trim and is only about a grand cheaper than the base $24,525 Prius. The Aqua is offering substantially better-claimed efficiencies in a smaller and likely cheaper package (it starts in Japan for under $18,000), making us wonder if it’s time for the Prius C to make a comeback as fuel prices climb and the American economy develops a thousand-yard stare.

[Images: Toyota]

Matt Posky
Matt Posky

A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.

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  • Dukeisduke Dukeisduke on Jul 23, 2021

    I thought the Prius V was a good idea, but I don't know whether they sold many. I used to see them fairly often, but haven't seen one in a while.

  • Airfidget Airfidget on Jul 23, 2021

    I think everyone in the US would choose the corolla hybrid over the prius C. Key differences that I see are 2.0 liter 4 versus 1.5 liter 3 cylinder, and the battery. Let them have the new battery technology in Japan for a few years, get the bugs worked out, then send it over here. I'm fine with that. And I don't think an american is going to go for a 3 cylinder any time soon, unless they don't advertise it. Only bonus to bring it over earlier,the Japanese website says 33.8 / 36 kilometer/liter. 79 to 86 mpg. That's nothing to scoff at. Even if that drops 10 mpg by the time it goes on the EPA circuit, it's a good number.

    • Dmulyadi Dmulyadi on Jul 24, 2021

      Since bigger car like RAV4 hybrid can reach 40mpg then the smaller car must be able to reach more than 60 mpg. If it can get 70+mpg it should sell well for a commuter car remember many ppl still avoiding subway and buses in many metro cities. Small enough to fit folks in HOV lanes and easy to park in tight spots plus with higher till prices nowadays saving fuel here there could help save for retirement.

  • Bd2 Lexus is just a higher trim package Toyota. ^^
  • Tassos ONLY consider CIvics or Corollas, in their segment. NO DAMNED Hyundais, Kias, Nissans or esp Mitsus. Not even a Pretend-BMW Mazda. They may look cute but they SUCK.I always recommend Corollas to friends of mine who are not auto enthusiasts, even tho I never owed one, and owned a Civic Hatch 5 speed 1992 for 25 years. MANY follow my advice and are VERY happy. ALmost all are women.friends who believe they are auto enthusiasts would not listen to me anyway, and would never buy a Toyota. They are damned fools, on both counts.
  • Tassos since Oct 2016 I drive a 2007 E320 Bluetec and since April 2017 also a 2008 E320 Bluetec.Now I am in my summer palace deep in the Eurozone until end October and drive the 2008.Changing the considerable oils (10 quarts synthetic) twice cost me 80 and 70 euros. Same changes in the US on the 2007 cost me $219 at the dealers and $120 at Firestone.Changing the air filter cost 30 Euros, with labor, and there are two such filters (engine and cabin), and changing the fuel filter only 50 euros, while in the US they asked for... $400. You can safely bet I declined and told them what to do with their gold-plated filter. And when I changed it in Europe, I looked at the old one and it was clean as a whistle.A set of Continentals tires, installed etc, 300 EurosI can't remember anything else for the 2008. For the 2007, a brand new set of manual rec'd tires at Discount Tire with free rotations for life used up the $500 allowance the dealer gave me when I bought it (tires only had 5000 miles left on them then)So, as you can see, I spent less than even if I owned a Lexus instead, and probably less than all these poor devils here that brag about their alleged low cost Datsun-Mitsus and Hyundai-Kias.And that's THETRUTHABOUTCARS. My Cars,
  • NJRide These are the Q1 Luxury division salesAudi 44,226Acura 30,373BMW 84,475Genesis 14,777Mercedes 66,000Lexus 78,471Infiniti 13,904Volvo 30,000*Tesla (maybe not luxury but relevant): 125,000?Lincoln 24,894Cadillac 35,451So Cadillac is now stuck as a second-tier player with names like Volvo. Even German 3rd wheel Audi is outselling them. Where to gain sales?Surprisingly a decline of Tesla could boost Cadillac EVs. Tesla sort of is now in the old Buick-Mercury upper middle of the market. If lets say the market stays the same, but another 15-20% leave Tesla I could see some going for a Caddy EV or hybrid, but is the division ready to meet them?In terms of the mainstream luxury brands, Lexus is probably a better benchmark than BMW. Lexus is basically doing a modern interpretation of what Cadillac/upscale Olds/Buick used to completely dominate. But Lexus' only downfall is the lack of emotion, something Cadillac at least used to be good at. The Escalade still has far more styling and brand ID than most of Lexus. So match Lexus' quality but out-do them on comfort and styling. Yes a lot of Lexus buyers may be Toyota or import loyal but there are a lot who are former GM buyers who would "come home" for a better product.In fact, that by and large is the Big 3's problem. In the 80s and 90s they would try to win back "import intenders" and this at least slowed the market share erosion. I feel like around 2000 they gave this up and resorted to a ton of gimmicks before the bankruptcies. So they have dropped from 66% to 37% of the market in a quarter century. Sure they have scaled down their presence and for the last 14 years preserved profit. But in the largest, most prosperous market in the world they are not leading. I mean who would think the Koreans could take almost 10% of the market? But they did because they built and structured products people wanted. (I also think the excess reliance on overseas assembly by the Big 3 hurts them vs more import brands building in US). But the domestics should really be at 60% of their home market and the fact that they are not speaks volumes. Cadillac should not be losing 2-1 to Lexus and BMW.
  • Tassos Not my favorite Eldorados. Too much cowbell (fins), the gauges look poor for such an expensive car, the interior has too many shiny bits but does not scream "flagship luxury", and the white on red leather or whatever is rather loud for this car, while it might work in a Corvette. But do not despair, a couple more years and the exterior designs (at least) will sober up, the cowbells will be more discreet and the long, low and wide 60s designs are not far away. If only the interiors would be fit for the price point, and especially a few acres of real wood that also looked real.
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