In 2011, Toyota turned to the public to determine the official plural form of Prius, its popular hybrid car model. This unique marketing strategy not only engaged the global community of Prius owners but also sparked widespread interest across social media and automotive forums. The campaign, titled "Prius Goes Plural," kicked off at the 2011 Detroit Auto Show and included a dedicated website where participants could cast their votes among options like Priuses, Prii, Prium, and Prien.
The voting lasted for six weeks, during which the world watched with amusement and interest. Each option represented a different linguistic take on the transformation of a modern brand name into a naturally pluralized form, mirroring classical and colloquial derivations. Ultimately, the term "Prii" was selected as the official plural, capturing over 25% of the more than 1.8 million votes. The result, Prii, aligns with a Latin-like inflection, which echoes the pluralization of words like "radius" to "radii" and seems fitting for a car that broke new ground in environmental technology.
The decision was announced with much fanfare and proved to be a clever continuation of Toyota's innovative approach not just in automotive engineering but also in customer involvement and marketing. The term Prii has since been used in official Toyota communications, advertising, and by Prius communities around the world. This engagement not only helped solidify the brand's image but also emphasized the cultural impact of the Prius as more than just a car, but as a societal icon in the dialogue about sustainable mobility.
