The fourth generation Hybrid Toyota Prius was unveiled at a special launch by Abdul Latif Jameel Group (ALJ) and Toyota in Riyadh on Sunday night, making the first debut of the car in the GCC auto markets.

Abdul Latif Jameel Group Chairman Muhammad Abdul Latif Jameel and a large number of automotive experts, agents, and media representatives and environment-conscious consumers attended the event.

ALJ’s VP and Vice Chairman Hassan Muhammad Jameel said: “Based on a heritage of more than 60 years of successful relationship with Toyota Motor Corporation (TMC), his company is proud to share TMC’s lead in the innovative development of hybrid vehicles by bringing the latest Prius to Saudi Arabia, where soon everyone is going to see the new 2016 Prius everywhere across the Kingdom.”

He added: "Over the last 60 years, the Kingdom has seen tremendous development at all levels and has become one of the fastest growing markets for Toyota. Abdul Latif Jameel is proud to be part of this development as it has succeeded in boosting its reach to 300 sales and service centers across the Kingdom.”

Prius Chief Engineer Kouji Toyoshima said Prius was the first mass-produced hybrid vehicle in the market. Since its launch in Japan in 1997 and sold globally in 2000, "it has constantly evolved to meet every challenge and stay at the forefront of hybrid technology."

He added: “For 18 years, Prius has continued to build a legacy of outstanding efficiency and innovation for hybrid technology. It has always been a revolutionary car with a unique DNA. So, we asked ourselves: What is essential for the next generation? The answer was our development concept of Beautiful Hybrid.”

"By far the world’s most successful hybrid car, the fourth-generation Prius brings ground-breaking environmental performance along with a striking new design,” Toyoshima said.