November 17, 2003


“Barenaked Lady” Steven Page first Canadian owner of 2004 Toyota Prius

Toronto, Ontario – One of the founding members of the popular Canadian band Barenaked Ladies and a noted environmentalist, Steven Page, became the first person in Canada to purchase a 2004 Toyota Prius on Friday. Page picked up the electronic “smart key” for his red Prius at a news conference in Toronto’s historic Distillery District.

“Like many Canadians, I value our country’s natural beauty and its rich and diverse eco-systems. I also appreciate the quality of life we enjoy here,” said Page. “As a first-time purchaser of a new car years ago, I worried about the effect my vehicle would have on the environment. I’m pleased that the Prius treads so lightly.”

“Steven Page has for years spoken his mind about the importance of preserving and protecting our planet, and the animals and plants with whom we share it,” said Ken Tomikawa, President of Toyota Canada Inc. (TCI). “This is a commitment with which Toyota, as a global company, agrees completely. We’re very thrilled that Steven has chosen the Toyota Prius as his vehicle.”

Toyota Canada also announced it will donate a 2004 Prius to the World Wildlife Fund Canada for its use. Page is a member of WWF-Canada’s board of directors.

“We really appreciate Steven’s leadership role and Toyota’s generous gift which will most definitely be put to good use by our organization,” said WWF-Canada President Monte Hummel, who has placed an order for the 2004 edition. “An important part of our work is raising public consciousness about environmental issues. Being able to demonstrate first-hand that there are
eco-friendly alternatives in the marketplace – whether it’s a vehicle or any another product – is a great way to encourage Canadians to lighten their footprint on the planet.”

The Prius is powered by Toyota’s third generation gasoline-electric hybrid system which couples a 1.5 litre gasoline engine, a high-performance electric motor, a generator, a battery, a unique power-splitting device and an electronically-controlled continuously variable automatic transmission. The 2004 Prius will offer fuel savings of as much as $500 annually compared to a similar midsized sedan, says the company.

The 2004 Prius goes on sale in Toyota Dealerships across Canada next Thursday with an asking price of $29,990.

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