Toyota has officially declared “Prii” as the recognized plural term for its pioneering hybrid vehicle, the Prius, settling a linguistic debate that has persisted for over a decade. This announcement comes after a public voting campaign, aptly named “The Prius Goes Plural,” which engaged over 1.8 million participants. The campaign, launched at the North American International Auto Show in Detroit, invited the public to cast their votes and decide the definitive plural nomenclature for Prius.
The winning term, “Prii,” garnered 25 percent of the total votes, surpassing close contenders such as “Prius” and “Priuses.” Toyota, embracing the voice of the public, has officially endorsed “Prii” as the plural form. This decision not only reflects the collective preference of car enthusiasts and the general public but has also been acknowledged by Dictionary.com, which has updated its online dictionary to include “Prii” as the plural of Prius.
The unveiling of “Prii” as the victor took place at the Chicago Auto Show, where Jay Schwartz, head of content for Dictionary.com, was present to validate the update to the dictionary. This move by Dictionary.com underscores the significance of Toyota’s initiative and the public’s role in shaping language around automotive innovation. The voting campaign, which ran for six weeks, presented five options: Prii, Prius, Priuses, Prium, and Prien. While “Prius” itself secured a strong 24 percent of the votes, “Prii” ultimately emerged as the preferred plural, marking a clear resolution to the long-standing question of how to refer to multiple Prius vehicles.
Colin Morisako, advertising manager for Toyota, highlighted the community-centric nature of the Prius brand, stating, “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.” He further added, “The people have spoken—Prii will be the accepted term used to describe multiple Prius vehicles going forward.” This campaign effectively leveraged online engagement through voting modules and was further amplified by an animated video, print advertisements, and a web series featuring James Lipton, renowned host of Inside the Actors Studio.
The need for a definitive plural for Prius became increasingly relevant with the expansion of the Prius family. What began as a single, groundbreaking hybrid model has evolved to include the Prius Plug-in Hybrid vehicle (PHV), the Prius v, and the Prius c concept. This family expansion demonstrates Toyota’s commitment to broadening the appeal and accessibility of the Prius, while maintaining its core values. These values include exceptional fuel economy, reduced emissions, and a dedication to proven gas-electric hybrid technology and environmental responsibility. By offering a wider array of Prius models, Toyota aims to further solidify the Prius brand as a leader in eco-conscious and innovative automotive solutions.
For individuals seeking more detailed information about the Toyota Prius family of vehicles, resources are readily available at www.toyota.com/priusfamily. This official website offers comprehensive insights into each model within the Prius lineup, further emphasizing Toyota’s dedication to transparency and customer education.
Through the “Prius Goes Plural” campaign and the subsequent adoption of “Prii,” Toyota has not only resolved a decade-long linguistic question but has also reinforced the strong connection between the Prius brand and its community. This innovative approach to brand engagement underscores Toyota’s commitment to listening to its customers and acknowledging their influence in shaping even the language that surrounds their vehicles. The recognition of “Prii” marks a unique moment in automotive history, where public opinion has directly influenced linguistic norms and brand identity within the automotive industry.
