Just like any relationship, the honeymoon period fades. Driving is stressful. Fighting for every inch of road, non-stop gear changes, red traffic lights, endless congestion, pedestrians and cyclists with their own agendas…
It’s time to remember what it felt like to love driving, to experience the joy rather than the pain. It’s time to fall in love with driving again: behind the wheel of a Toyota Hybrid, where we believe the stress and frustration can fade away.
We put this theory to the test and filmed 30 drivers, over 120 hours, as they navigated some of the busiest roads in Europe. Driving a non-hybrid and then a hybrid car, we observed changes in their emotions as they faced the everyday challenges of city driving.
Carried out under the watchful eye of Professor Jonathan Freeman, Managing Director of i2 media research in the Department of Psychology at Goldsmiths University London, the drivers in our unique experiment reported a universally positive experience of hybrid, with over 80% feeling less stressed, frustrated and angry. They really did end up calmer and happier behind the wheel.
So sit back and meet the 30 drivers as they experience their highs and lows, the pleasure and pain of driving in a city that would get the coolest driver hot under the collar. The first stop on our journey was Rome…
"At the forthcoming IAA motor show in Frankfurt (Press days September 15-16th, Public days September 19-27th), the new Toyota Prius makes its public premiere. The introduction of the all-new fourth generation Prius marks a further advance in the history and achievements of Toyota’s hybrid power technology."