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Latest Prius pushes beyond fuel efficiency

Pressure mounts on the Prius as non-hybrid rivals catch up on the fuel economy front

Toyota has pulled the wraps off the new 2016 Prius, a model that has come to define the entire hybrid segment. The launch ceremony in Las Vegas on 8 September made much of the model's improvements over the past decade, opening with the message: "It began more than two decades ago. Some called it impossible, this merger of technologies. Each generation grew more capable, more efficient... An icon was born."

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