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2015 Toyota Prius Persona special edition arrives in September

Is the Prius going into "Pimp My Ride" territory? A new official special edition model won't be lowered or have three-wheel motion or anything like that (though that'd be cool), but the world's best-selling hybrid is putting on a few stylish bells and whistles this September. Toyota has announced something called the 2015 Prius Persona Series Special Edition. Included on the special variant will be 17-inch alloy wheels, a metallic exterior finish, heated power mirrors and chrome shift knob rings and door grips. Inside, you've got special badging and black SofTex fabric stitched with gray. The new Prius Persona will come in two colors: "Blizzard Pearl" and "Absolutely Red." The special edition has base price of $26,985, and the "Blizzard Pearl" option knocks it closer to the $27,400 mark and there's also the $895 (give or take) delivery fee. Demand for the Prius in the US has plateaued recently as other automakers have broadened their selection of advanced-powertrain vehicles. Through the first half of the year, combined sales of the four Prius variants were down 11 percent from 2013 numbers to about 107,000 units, including about 63,000 of the standard sedans and almost 20,300 of the Prius C compact hybrids. Perhaps there are enough personas out there that sales will get a boost from this special edition. Take a look at Toyota's press release on the 2015 Prius Persona below. SPECIAL EDITION PRIUS TAKES ON A NEW PERSONA FOR 2015 TORRANCE, Calif. (July 30, 2014) – The best-selling hybrid in America is taking style to a new level. The 2015 Prius Persona Series Special Edition is tailored with elegant exterior and interior touches that make it unique. The special edition model will begin arriving in dealerships in September. The Prius Persona Series Special Edition model adds exterior changes and equipment to a Prius Three to create a distinct visual package. Persona Series includes 17-inch alloy wheels with a premium dark metallic finish. The special edition also comes equipped with premium heated power mirrors with turn signal indicators. The Persona model will be available in two exterior colors, Blizzard Pearl, and for the first time ever on this model, Absolutely Red. A "Persona Series" exterior badge on the rear of the vehicle also helps differentiate the model. The Persona's interior is trimmed in black SofTex® with gray stitching.

EPA says automakers ahead of schedule for 54.5 MPG by 2025

Remember, the target is 54.5 miles per gallon by 2025. Today, the CAFE level is a little over 30. How we get from here to there is something the US Environmental Protection Agency (EPA) is monitoring closely. Thus, the EPA just released an annual flash report on how the auto industry is progressing towards meeting the nation's fuel economy goals. Overall, the industry is doing almost 10 grams per mile (equivalent) better than the rules require. The good news is that the industry is a bit ahead of schedule. In the report (see page iii), the EPA breaks things down by automaker based only on MY12 numbers. Tesla is at the top of the list (which is ranked by over-compliance with 2012MY CO2 standards), but for our money, the real leader is Toyota. The Japanese automaker built the second-highest number of vehicles (2,020,248, after General Motors' 2,364,374) but racked up the most net 2012 over-compliance credits (13,163,009 metric tons). That's an average of over 6.5 metric tons per vehicle. The next closest is Honda, with just over five metric tons of credits per vehicle. Given the MPG fiasco with Hyundai and Kia, the EPA says, "we are excluding Hyundai and Kia data because of the ongoing investigation into their testing methods," but overall, the rest of the industry has credits worth 25,053,168 metric tons of CO2, which means it's doing almost 10 grams per mile (equivalent) better than the rules require. Go team. For now, the numbers in this report (and there are a lot more of them – get the 59-page PDF for yourself here), can't really be used to understand everything from the first year of the new CAFE program. The EPA writes, "Because the program allows credits and deficits to be carried into future years, at the close of the 2012 model year no manufacturer is considered to be out of compliance with the program. ... Compliance with the 2012 model year standards can't be fully assessed until the end of the 2015 model year." There are a more interesting tidbits in the report, such as the fact that Fisker produced 1,415 model year 2012 vehicles, Tesla made 2,952. Remember, too, that CAFE numbers don't equal the fuel economy you see in your daily drives. In the real world, the 54.5 CAFE level will be about 40 mpg, and the average fuel economy today is around 25 mpg, so we have a ways to go, no matter how you measure it. EPA Report: Data Show Automakers on Track in meeting Greenhouse Gas Standards WASHINGTON – Today, the U.S.

Honda scores big in Automobile Advertising of the Year Awards [w/videos]

This year the Detroit Auto Show didn't just celebrate the automobile, it celebrated how we find out about the automobile, too. Partnering The One Club, this year introduced the 2014 One Show Automobile Advertising of the Year Award to Cobo Hall, celebrating winners in five different categories of advertising: broadcast television, online, interactive, experiential, and print/outdoor. Winners in those categories were judged by 50 creative directors and journalists, while a Public Choice category was chosen from among nearly 20,000 online votes.
Honda walked off with three of the six awards, its Hands spot taking Broadcast honors, its Sound of Honda getting the Online category and Illusions winning Public Choice. Hyundai made the grade in Interactive with Driveway Decision Maker, Fiat captured Print/Outdoor with its "Letters" ad, and Toyota's Tundra Endeavor Campaign spot and BMW's A Window into the Near Future were co-winners for Experiential.
You can watch all of the press release and winning videos below or check out all of the finalists, announced last month, for a refresher.