Toyota Prius Luxury Review

May 2007

With its world-leading reputation for environmental performance, the Toyota Prius might not seem an obvious candidate for luxury customisation, but one discerning owner has lavished thousands of pounds on giving his car a truly bespoke appearance.

Jemca Toyota of north London prepared the one-off Prius, recruiting specialist suppliers and trimmers to meet its customer’s specific requirements.

Its approved bodyshop resprayed the car in Brechin Slate, a metallic finish that is usually reserved for Lexus models. The interior was reupholstered in hand-stitched leather and a set of polished steel Fox RS3 wheels provided the finishing touch. In all, the tailor-made treatment increased the car’s price tag to £32,900.Roger Hart, Jemca’s Prius Sales Specialist, said: “We are well aware of how high the demand is for Prius, in March alone we registered 176, but we have never had a request like this before. We were delighted to help the new owner achieve just the specification he wanted and believe that the result is the most valuable Prius ever sold in the UK. It might seem an unlikely car to personalise in this way, we’ve shown just what can be achieved and how far we can go to help our customers obtain exactly the car they desire.”