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Since the unveiling and subsequent launch, the all-new Toyota Prius/Prius Prime has earned high praise and accolades throughout the auto industry. The vehicle responsible for starting the hybrid revolution nearly 25 years ago earned one of the most coveted awards in the automotive sector – the 2024 North American Car of the Year.

The 2024 North American Car, Truck and Utility Vehicle of the Year™ (NACTOY) award winners were announced in Pontiac, Michigan, during a Jan. 4 press conference co-hosted by the Detroit Auto Dealers Association (DADA) and Automotive Press Association (APA). The NACTOY awards are voted on by a large, independent jury of automotive journalists from the United States and Canada.
Leading up to the event, the Toyota Prius/Prius Prime was a finalist in the Car of the Year category, along with the Honda Accord and Hyundai Ioniq 6.
At Toyota Canada, news of the prestigious award spread quickly, as it marked the second time Prius had earned North American Car of the Year honors. Back in 2004, the second-generation Prius was named NACTOY Car of the Year.
“Over the past 25 years, the Toyota Prius has evolved into a beautiful car that’s fun to drive and a technology showcase, while remaining true to its heritage as the global ambassador for more environmentally-responsible, electrified transportation,” said Cyril Dimitris, Vice President, Toyota Canada Inc. “As drivers seek to reduce their carbon footprints and help Canadian society become more sustainable, the Prius and Prius Prime are proven and practical real-world solutions that are easy to embrace – and we’re thrilled the members of the Automotive Press Association have honoured these two vehicles with this important award.”
Throughout the judging process, the Prius/Prius Prime earned the admiration of many of the journalist-jurors. Frequent compliments revolved around appearance and fuel economy.
The NACTOY Car of the Year Award represents one of the 17 industry awards earned by Prius/Prius Prime the past few months.

About North American Car, Truck and Utility Vehicle of the Year™
The awards are intended to recognize the most outstanding new vehicles of the year. These vehicles are benchmarks in their segments based on factors including innovation, design, safety, handling, driver satisfaction, user experience and value. The organization gives out three awards. They are: “North American Car of the Year™,” “North American Truck of the Year™,” and the “North American Utility Vehicle of the Year™.” The awards are unique because they are given by an independent jury of automotive journalists from the United States and Canada instead of by a single publication, website, radio or television station.