While the auto industry is clearly shifting priorities to full battery electric vehicles, there’s still a place in this world for the pioneer electrified game changer, the Toyota Prius hybrid. Not only is it still here, it’s all-new for 2023; and both more relevant and more appealing than ever.

The Toyota Prius helped introduce gasoline-electric hybrids to the world and specifically to the U.S. in the early 2000s, along with the Honda Insight. But it was the Prius that has ultimately proved to have the real staying power, becoming synonymous with the word hybrid, and helping Americans fuel sip their way through multiple fuel crises over its 20-plus years.

2023 sees the start of a 5th-generation Prius at a time when many carmakers are abandoning hybrids with plans to go full battery electric. But with EV charging stations still in short supply away from big cities, having a car that can charge its own battery remains a smart option.  

There’s a new Prius powertrain that starts with a larger 2.0-liter I4 engine. Electric motors also get a bump in torque to bring total output to 194-horsepower. That’s a huge increase from the previous gen’s 121-horsepower. The Prius integrated all-wheel-drive last gen, and it’s available again this year; fully electric, with a dedicated electric motor for the rear axle, which also sees a torque increase, and boosts total system horsepower to 196.

We had seat time in both front and all-wheel drive versions during our early drive time in Southern California, and could readily feel that added power. Highway merging is much easier, and the Prius more effortlessly keeps pace with traffic once up to speed. However, oddly, it seemed noticeably quieter when equipped with all-wheel-drive.

Most importantly, even with additional power, this is still the most fuel-efficient Prius yet. Government Fuel Economy Ratings for the base LE front-wheel-drive are 57-City, 56-Highway, and 57-Combined; 53-City, 54-Highway, and 54-Combined for AWD.  

Speaking of styling, the Prius has always stood out from the norm, and not usually for the right reasons. But there’s no argument this is by far the best looking one yet. Same 5-door hatchback format as always, but now with an ultra-aerodynamic single arch coupe-like profile, and big wheels that has it blending in with most current EVs. It’s both wider and lower than last gen too, with a roofline 2-inches closer to the ground.

The new exterior design will attract the most headlines, but we like what they’ve done inside even more. Things are increasingly modern in both appearance and tech features; but thankfully, still highly functional, aided by a fair amount of actual physical controls. The multimedia system has an 8-inch touchscreen standard in LE and XLE trims; Limited’s 12.3-inch widescreen can be added to XLEs. Needed driver info is now displayed on a sharp-looking 7-inch LCD screen mounted in a large housing behind the wheel similar to Toyota’s bZ4X. Front seats are as still spacious, but even more comfortable. Rear seats add legroom, but cargo space is actually down 15% from 27.4 cubic-ft. to 23.8.  

Pricing starts at $28,545 for the base LE, climbing to $35,560 for top Limited; all-wheel drive is available with all trims for $1,400. Later in the year a Prius Prime plug-in hybrid will add nearly 40 miles of battery only driving for around $32,000 to start.

So, is there still a place for gasoline-electric hybrids? Absolutely! Would Toyota have been better served by focusing more on fuel efficiency instead of boosting horsepower by 60% while only upping combined fuel economy by 1 mile-per-gallon? Maybe. But everything in life is a trade-off of some sorts, and giving the Prius better acceleration and high-speed stability to stay competitive with EVs, while still keeping it the most fuel-efficient hybrid on the road, makes it more of a winner to us. Which is why the 2023 Toyota Prius won our Best Family Car Driver’s Choice Award and why it will continue to be relevant for many years to come.