Is the Prius going into "Pimp My Ride" territory? A new official special edition model won't be lowered or have three-wheel motion or anything like that (though that'd be cool), but the world's best-selling hybrid is putting on a few stylish bells and whistles this September.

Toyota has announced something called the 2015 Prius Persona Series Special Edition. Included on the special variant will be 17-inch alloy wheels, a metallic exterior finish, heated power mirrors and chrome shift knob rings and door grips. Inside, you've got special badging and black SofTex fabric stitched with gray. The new Prius Persona will come in two colors: "Blizzard Pearl" and "Absolutely Red." The special edition has base price of $26,985, and the "Blizzard Pearl" option knocks it closer to the $27,400 mark and there's also the $895 (give or take) delivery fee.

Demand for the Prius in the US has plateaued recently as other automakers have broadened their selection of advanced-powertrain vehicles. Through the first half of the year, combined sales of the four Prius variants were down 11 percent from 2013 numbers to about 107,000 units, including about 63,000 of the standard sedans and almost 20,300 of the Prius C compact hybrids. Perhaps there are enough personas out there that sales will get a boost from this special edition. Take a look at Toyota's press release on the 2015 Prius Persona below.
Show full PR text
SPECIAL EDITION PRIUS TAKES ON A NEW PERSONA FOR 2015

TORRANCE, Calif. (July 30, 2014) – The best-selling hybrid in America is taking style to a new level. The 2015 Prius Persona Series Special Edition is tailored with elegant exterior and interior touches that make it unique. The special edition model will begin arriving in dealerships in September.

The Prius Persona Series Special Edition model adds exterior changes and equipment to a Prius Three to create a distinct visual package. Persona Series includes 17-inch alloy wheels with a premium dark metallic finish. The special edition also comes equipped with premium heated power mirrors with turn signal indicators.

The Persona model will be available in two exterior colors, Blizzard Pearl, and for the first time ever on this model, Absolutely Red. A "Persona Series" exterior badge on the rear of the vehicle also helps differentiate the model. The Persona's interior is trimmed in black SofTex® with gray stitching. The steering wheel is also trimmed in SofTex® material and includes a dark chrome bezel that complements the new model's dark chrome shift knob ring and door grips.

To add to the luxurious visuals, Persona Series features blue driver and front-passenger foot area illumination. The new Persona Special Edition has a MSRP of $26,985. Blizzard Pearl exterior paint is accompanied by an additional $395 fee.

The MSRP for the 2015 Prius Persona Series Special Edition does not include the delivery, processing, and handling (DPH) fee of $825. The DPH fee for vehicles distributed by Southeast Toyota (SET) and Gulf States Toyota (GST) may vary.


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  • 34 Comments
      Rob
      • 4 Months Ago
      Now you can look slightly better snarling traffic
      Trobbins88
      • 4 Months Ago
      WOW!!! Its Amazing! It looks like a....Prius. What a joke...buy a real car.
      Larry Litmanen
      • 4 Months Ago
      Not only do i like Prius, what makes this story even better is that this is an AB Green story so we are using the old comment system, one that actually works.
      Revis Goodworth
      • 4 Months Ago
      Looks like the same cheap piece of garbage we've learned to loathe - the Prius is an excuse for STUPID people to think they are getting great gas mileage - instead of changing their driving habits and actually driving efficiently, they buy this awful crutch - and I bet I can beat their mileage with my 1997 Escort which I've learned to drive and beat EPA gas mileage by 25%.
        delsolo1
        • 4 Months Ago
        @Revis Goodworth
        But rust has made your 1997 Escort three hundred pounds lighter.
        NestT
        • 4 Months Ago
        @Revis Goodworth
        You are much more likely to die in 97 Escort sans modern safety innovations and equipment vs a 2014 Prius. I suppose you can also hypermile an 89 Geo Metro 3cyl with 5 speed manual(47 MGP EPA combined) and readily beat the Prius MPG but.......
        Ducman69
        • 4 Months Ago
        @Revis Goodworth
        And a 1997 Escort isn't a piece of ****? Prius gets good mileage in stop and go and is practical and reliable.
        graphikzking
        • 4 Months Ago
        @Revis Goodworth
        Good luck getting 5 adults and a trunk full of stuff into that Escort. Why not just compare it to the 2000 Insight then? That gets over 70mpg. That would be a MUCH better competitor than your Escort. I wouldn't let my wife drive a 17 year old car with our daughter in it and feel safe. Also, if anything happens I'm either paying AAA to take the car somewhere AND I have to leave work to go get my wife and daughter to take them home.
      carguy1701
      • 4 Months Ago
      So does it have the ability to summon facets of the driver's psyche into being?
      jflorey
      • 4 Months Ago
      I'll think I'll wait for the 4th generation. Nice try Toyota.
      PM
      • 4 Months Ago
      They've done Persona editions before.
      Keith Kornatoski
      • 1 Month Ago
      The Prius is absolutely the best car for ... folks that don't like cars!... A better name might been "Appliance" ... with the slogan "Requires absolutely NO driver engagement! ... could have sub-models like "Washer", "Dryer","Toaster Oven" ...
      rollingrock11
      • 4 Months Ago
      I hope they don't change the appearance too radically just for the sake of changing. The Prius design is iconic and I like it just the way it is. I hate when car companies change things so radically that it is no longer recognizable as a Prius. Japanese companies are notorious for doing this. The Camry and Accord for example - these models have no recognizable design traits that carry over from generation to generation because each one is completely different. But you can always tell a BMW or Mercedes when you see one no matter what the generation because they have distinct iconic physical traits that carryover from every design cycle and makes the brand instantly recognizable.
      danwat1234
      • 4 Months Ago
      So,... it looks like the same body as 2014 models...... I thought Toyota was going to update the Prius for 2015 with new bodies, new drivetrains, optional AWD...... Guess not?
        Olek
        • 4 Months Ago
        @danwat1234
        http://www.autoblog.com/2014/06/30/fourth-generation-toyota-prius-delayed-six-months/
      Avinash Machado
      • 4 Months Ago
      Hardly exciting.
      thumerzs
      • 4 Months Ago
      I love real red, not the orangey reds that seems to prolific these days. I can't really tell what shade that is from the monitor, but I'm thinking I'd like it. Also those wheels are good looking, though I'd prefer a chrome finish to set off the red if I had my choice. Though it doesn't really matter - I have a 3rd Gen and like it, but I get bored with cars, so I wouldn't consider another at least until the next generation arrives. Hopefully, they'll still offer this red, those wheels, center mounted gauges, nicer fabric on the seats, a fold down passenger front seat, better visibility, and - last but certainly not least - the most important thing (no -it's not That, I think it steers just fine) a much quieter interior!
        BillFrac the Car Guy
        • 3 Months Ago
        @thumerzs
        I agree on the "orangey" red thing. Impala had a spice red that looked like a chili pepper, slight orange color. I believe that it sold poorly so mid-year came "red rock" I believe, in my eyes the same color with a different name, still selling poorly on our lot. I do have a question on the Prius above, and all stock "photos" don't laugh: are those artist renderings, i.e. drawings, or actual photos just edited to look like drawings. I noticed these types on the ATS reveal and I would rather a real photo instead of a sanitized drawing....(still not sure)
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