Toyota Prius Targets US Buyers With Super Bowl Push Amid Cheap Petrol
Toyota used its 2016 Super Bowl ad slot to promote the new Prius, aiming to boost hybrid appeal as low fuel prices drove Americans to larger vehicles.
Toyota put the 2016 Prius at the centre of its US Super Bowl advertising campaign, aiming to revive interest in hybrids as American drivers continued to favour larger vehicles on the back of cheap petrol. The fourth-generation Prius arrived at a time when crossovers and pickups were dominating the market, but Toyota pressed ahead with a high-profile marketing push during the country’s biggest television event.
Super Bowl campaign focuses on hybrid benefits
While many carmakers released their Super Bowl commercials online ahead of the game, Toyota held back, offering only a teaser before airing its full advert during the broadcast. The spot, titled “Heck on Wheels”, was styled to appeal to Generation X and featured an 80s glam metal theme. The campaign highlighted the Prius’s improved fuel economy, new design language and handling gains from the Toyota New Global Architecture (TNGA) platform. Toyota also drew attention to the car’s latest safety features, including a collision warning system.
The timing was not ideal for hybrid sales. US petrol prices in early 2016 hovered near multi-year lows, encouraging buyers to opt for crossovers and pickups rather than fuel-efficient cars. Toyota’s decision to invest in a major Super Bowl slot underlined its determination to keep the Prius in the public eye and challenge the trend towards larger, less efficient vehicles.
2016 Prius: specifications and efficiency
The 2016 Prius introduced a revised 1.8-litre Atkinson cycle four-cylinder engine paired with two electric motor-generators and an electronically controlled CVT. Combined output stood at 121 horsepower. The standard model achieved EPA ratings of 54 mpg city, 50 mpg highway and 52 mpg combined. The Eco trim pushed those figures to 58 mpg city, 53 mpg highway and 56 mpg combined, making it the most efficient Prius to date at launch.
| Engine | 1.8-litre Atkinson cycle, 4-cylinder |
|---|---|
| Electric motors | Two motor-generators |
| Transmission | Electronically controlled CVT |
| Combined power | 121 hp |
| EPA fuel economy (city/highway/combined) | 54/50/52 mpg (standard), 58/53/56 mpg (Eco) |
| Starting price (US) | $24,200 |
US hybrid market context in 2016
Toyota’s Super Bowl campaign came as hybrid sales struggled against a backdrop of low fuel prices. In early 2016, US buyers showed a clear preference for larger vehicles, with crossovers and pickups taking a growing share of the market. Toyota’s approach contrasted with rivals that focused their Super Bowl advertising on SUVs or performance cars. By promoting the Prius in the year’s biggest television slot, Toyota signalled its ongoing commitment to hybrids despite short-term headwinds.
