One of the key topics in this year's domestic auto market is undoubtedly hybrid vehicles. In this climate, Toyota's rapid progress seems natural. They are reportedly continuing their momentum by launching numerous new models.

From January to August this year, Toyota sold about 5,000 vehicles, while Lexus sold around 9,000, totaling approximately 14,000 units. Compared to the same period last year, when they sold about 8,000 units, this represents an increase of over 75%.

This is the highest sales volume in four years since selling 17,000 units in 2019. In that peak year, Toyota sold about 7,000 units, while Lexus sold around 9,000.

While there are several factors contributing to Toyota's increased sales, the popularity of hybrid vehicles seems to be driving the growth. In February this year, Toyota announced its Multi-Pathway strategy, offering customers a choice of electric vehicles, and stated that they would launch eight new models.

Their main models include the launch of the SUV RAV4 plug-in hybrid, followed by the mid-size SUV Highlander and the minivan Alphard. They plan to introduce the new Prius in the fourth quarter, and Toyota's first electric vehicle, the bZ4X, is set to be unveiled in the first half of next year.

In June this year, Lexus launched its first dedicated electric vehicle model, the RZ, and the fully redesigned hybrid model, the RX. Due to the recent high popularity of hybrid vehicles, Lexus's flagship model ES300h has sold about 5,000 units until August this year, ranking second among imported cars after the BMW 520, which sold about 7,000 units.

Among Toyota's new cars, the most anticipated vehicle seems to be the new Prius, which has been popularly received. The Toyota Prius, representing Toyota's hybrid models, is set to be reborn with a completely new look after undergoing its 5th generation full change.

In North America and Japan, where sales started earlier than in Korea, the waiting demand is reportedly over a year. The new Prius has increased body rigidity based on Toyota's next-generation automotive platform, TNGA.

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In Korea, it's expected to be launched with two powertrains: the Prius Hybrid and Prius Plug-in Hybrid. The maximum output is 196 horsepower with a combined fuel efficiency of 56.9 mpg. The body length has been reduced by 1.81 inches compared to the previous model, but the wheelbase, which affects interior space, has been increased by 1.97 inches.

The domestic selling price of the Prius is expected to be in the 40 million won range (approximately $30,800 USD). In the U.S., the LE trim is priced at $27,750 (about 36.91 million won or $28,400 USD), while the XLE trim is $31,250 (about 41.55 million won or $32,000 USD).

The Limited trim is priced at $34,750 (about 46.20 million won or $35,600 USD). With added options, the price could rise to the 50 million won range (approximately $38,500 USD). However, given that models like the RAV4 and Crown are priced on the higher side, the actual launch conditions will need to be seen for a more accurate assessment.

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