| Toyota Prius Receives Industrial Design Award
Japanese firm's eco-friendly flagship to receive gold award at 2004 Industrial Design Excellence Awards
The Toyota Prius is set to receive a Gold Award at this year's Industrial Design Excellence Awards (IDEA) competition, presented by the Industrial Designers Society of America (IDSA) and sponsored by BusinessWeek, in October.
"It is a great honour 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.
Annual IDEA honours 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 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 Toyota Prius will receive the award in Los Angeles,on October 30, the final day of the 2004 IDSA National Conference & Design Gallery at the Pasadena Civic Center in Pasadena, California.
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