Toyota Rolls Out 4th Generation Prius | NBC New York

Toyota Rolls Out 4th Generation Prius

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    NEWSLETTERS

    AP
    Toyota unveils the latest version of the Prius at an event Tuesday, Sept. 8, 2015, in Las Vegas. The car is still the No. 1 hybrid on the market but has been a tougher sell for dealers with gas prices below $3 in many areas of the country.

    Amidst the glitter and glow of the neon-lit Las Vegas Strip, Toyota put the emphasis on energy efficiency as it unveiled the eagerly anticipated, fourth-generation Prius hybrid Tuesday night.

    The world's first battery-electric vehicle, the Toyota Prius has helped usher in a new era of advanced powertrain technology, but the compact model has been losing momentum at a time when cheap gas has many buyers migrating back to SUVs, pickups and muscle cars.

    Toyota is again boosting the fuel economy of the Prius, but the 2016 hybrid also is longer, lower, wider and a little more mainstream in appearance.