Toyota Prius to Receive Top Honors at 2004 Industrial Design Excellence Awards

Scion xB Earns Bronze Award

TORRANCE, Calif., June 28 -- The Toyota Prius continues to collect accolades as the innovative hybrid-synergy drive sedan will receive a Gold Award at the 2004 Industrial Design Excellence Awards (IDEA) competition, presented by the Industrial Designers Society of America (IDSA) and sponsored by BusinessWeek, in October. The Scion xB, with its aggressive Gen Y styling, will also be honored with a Bronze Award.

"It is a great honor for Prius to receive the IDEA Gold prize," said Norio Ozeki, assistant manager of Toyota Motor Corporation's Igarashi Studio of design. "While I am a designer, I am also a young child's parent who wants to earnestly pursue the future of earth's environment for children. I also seek the essential value of a car that is fun to drive."

The IDEA Gold Award adds to Prius' recent accolades, which include being named 2004 North American Car of the Year, Motor Trend 2004 Car of the Year, Automobile Magazine's 2004 "Design of the Year," Society of Automotive Engineer's (SAE) Best Engineered Vehicle for 2004, and the International Engine of the Year 2004.

"The Toyota Prius had it all, design innovation with respect for the environment and the corporate courage to lead the industry towards a better solution," said Debera Johnson, IDSA juror and chairperson the Pratt Institute's Department of Industrial Design.

"The Prius suits both car and environmental enthusiasts," said Amy Hiroshige, IDSA lead juror for the transportation category, and manager of design, Mitsubishi Motors Design America. "The second iteration of Prius shows Toyota's commitment to a shift away from fossil fuel. The aerodynamic shape and modest wheel set convey responsibility towards the ground it treads on, while beneath is power-train management that is beauty to the mind."

The Scion xB targets the growing Gen Y market with innovative styling that elicits emotion and demands to be noticed. The exterior look of xB is cutting edge with a box shape and sharp edges. It hunkers down low over its wheels and rises tall and wide with flat panels and 90-degree angles. The xB features large door openings including a large rear fifth door hatch that features an electric power release handle for easy opening to its spacious rear cargo area.

"Scion is thrilled to receive a Bronze IDEA from IDSA for the xB urban utility vehicle -- a vehicle that has become an icon for creativity and personal expression," said Jim Farley, vice president, Scion. "All of us at Scion are honored that the xB has been recognized for its aspirational design by an organization that bases its values on the exploration and discovery of all aspects of design."

Annual IDEA honors are judged by a jury of 17 non-affiliated designers. Criteria for each entry fulfilled five areas of industrial design excellence: design innovation, benefit to the user, benefit to the client/business, ecological responsibility, and appropriate aesthetics and appeal.

The Toyota Prius and Scion xB will receive the 2004 awards at Disney Hall in Los Angeles, Saturday, Oct. 30, the final day of the 2004 IDSA National Conference & Design Gallery at the Pasadena Civic Center in Pasadena, Calif.