The Toyota Prius is the Japan Car of the Year (JCOTY) 2023-2024, having been chosen by a 60-person jury of representatives from 39 of the country’s most influential automotive and lifestyle publications.
The Prius was the first mass-produced hybrid sedan in the world, and the first generation won the title JCOTY 1998-1999. It was chosen for the top award again in the 2009-2010 edition of the event.
![Toyota Prius [1999]](https://www.motaauto.com/wp-content/uploads/2023/12/Toyota-Prius-1999.jpg)
![Toyota Prius [2010]](https://www.motaauto.com/wp-content/uploads/2023/12/Toyota-Prius-2010.jpg)
Explaining their choice for the winner this year, the jury’s statement said: “The Prius, which has long been a pioneer and a driving force behind hybrid vehicles, has finally broken out of its shell in its fifth generation. Now that hybrid technology has become commonplace, it no longer needs to be its symbol, but rather has made a breakthrough on its own and moved into a new phase.
The top management suggested a plan to promote ‘’commoditization’, but it was the enthusiasm of the development team that overrode that idea. The aim was not only to be a clean car, but also to be a car that would be loved.
The body, which until now prioritized aerodynamic performance, has been transformed into a stylish monoform. Although the Cd value is slightly inferior to the conventional model, by reducing the front projected area, the CdA value (which includes the frontal area) was kept at the same level as the conventional model.
The vehicle was highly praised for its lower centre of gravity and longer wheelbase, which significantly improved dynamic performance. Manoeuvrability has transformed into the most agile Prius ever, allowing you to enjoy sports driving.”
Of the other nine models that were in the final judging, the Mitsubishi Delica Mini 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 3-cylinder 1.4-litre hybrid system and Pro-Pilot 2.0 driver assist system.
The BMW X1 scored the most votes among non-Japanese models to win the Import Car of the Year title. The jury appreciated its compact size which is suitable for the Japanese market – without losing the high level of dynamic quality typical of BMW. Also impressing the judges was the option of 3 types of power units – fully electric, petrol combustion and a 48V mild hybrid diesel.
