The recently launched Toyota Prius/Prius Prime has secured the prestigious title of the 2024 North American Car of the Year, marking a significant achievement for the iconic hybrid that kickstarted the hybrid revolution nearly 25 years ago.

The 2024 North American Car, Truck, and Utility Vehicle of the Year™ (NACTOY) winners were announced in Pontiac, Michigan, during a Jan. 4 press conference co-hosted by the Detroit Auto Dealers Association (DADA) and Automotive Press Association (APA). The NACTOY awards, voted on by an independent jury of automotive journalists from the United States and Canada, recognized the Prius/Prius Prime as the standout winner in the Car of the Year category, alongside stiff competition from the Honda Accord and Hyundai Ioniq 6.

This marks the second time the Prius has received the North American Car of the Year honors, with the second-generation Prius earning the accolade back in 2004.

Cyril Dimitris, Vice President, Toyota Canada Inc., expressed his excitement about the recognition, stating, “Over the past 25 years, the Toyota Prius has evolved into a beautiful car that’s fun to drive and a technology showcase, while remaining true to its heritage as the global ambassador for more environmentally-responsible, electrified transportation.”

Throughout the judging process, the Prius/Prius Prime garnered admiration for its appearance and fuel economy, impressing the journalist-jurors. The NACTOY Car of the Year Award adds to the list of 17 industry awards earned by the Prius/Prius Prime in recent months.

The North American Car, Truck, and Utility Vehicle of the Year™ awards aim to recognize outstanding new vehicles based on factors such as innovation, design, safety, handling, driver satisfaction, user experience, and value. The accolade underscores Toyota’s commitment to providing vehicles that excel across various criteria, ensuring a positive impact on the automotive industry.

The awards recognize the most outstanding new vehicles of the year, serving as benchmarks in their segments. The organization gives out three awards: “North American Car of the Year™,” “North American Truck of the Year™,” and the “North American Utility Vehicle of the Year™.”

Toyota’s commitment to sustainability is evident through the production of more than 20 million electrified vehicles worldwide, making it the leading seller of electrified vehicles in Canada.


For more information, or to book a test drive, contact our team today: (403) 526-6228