Toyota Prius

Toyota added a slightly sportier feel and more aggressive stance to the 2010 Prius—perhaps to disarm criticism that the Prius looks like a corrective appliance on wheels. The logo shifts from the hood to the top of the point of the grille. The crease in the doors has shifted lower, but a more pronounced angle is added above the door handles. The overall effect is to make the 2010 Prius stand taller—not as rounded and squat—as its predecessor.

The distinct space-age shape of the Prius is still apparent: a deliberate effort by Toyota to maintain the Prius’s essential and iconic appearance. Its large, diamond-cut headlamps and snub-nose front-end are the starting point for the Prius’s quasi-flying saucer appearance. The angled hood seamlessly flows into the windshield, then to a flowing roofline that is sleek and low. Short overhangs and a sawed-off rear section finish off the hybrid’s futuristic hatchback character.

Of course, beauty is subjective, so the Prius continues to receive mixed reviews on outward show. There are many who think the Prius looks gimmicky, if not entirely ugly. But for many hybrid owners, the distinctive look of the Prius sends a message, which declares that we must take steps to reduce our voracious thirst for oil—with all its negative consequences in terms of the environment and geo-politics. For this camp, the Prius is like a middle-finger-on-wheels aimed at Hummers, Suburbans, Escalades, and the like.

In 2006, the toy and game-maker Hasbro added a game token in the shape of the Toyota Prius to the “here and now” version of Monopoly. In other words, the Prius is an official icon of our times.