The first Gen Prius was a normal looking car and failed in the market place.
The First Gen Prius sold despite very low gas prices and was a subcompact.
For some context, in the USA the Toyota Echo had 42.4k sales in 2001. The Toyota Prius had 17.7k sales.
2nd and subsequent generations look like the iconic Prius we all know today and sells as many as half a million units per year.
The 2nd generation was now a small mid-size and better than the classic Prius.
Gas prices were increasing when the sales jumped in 2004.
Toyota had also introduced and expanded production of its 2nd generation battery, which allowed for increased production.
Moral of the story for automakers is green car shoppers want designs that stand out from standard ICEv and shout out their environmentalist bona fides to everyone that looks their way.
Moral of the story for automakers is that green car shoppers like efficiency, utility and reliability and they'll pick the best car that fits their criteria. More pragmatic buyers turn to other options, . As hybrid options have increased, so have hybrid sales. When presented with BEV options these green car buyers might also opt for BEVs.
Honda Civic sales were initial pretty good, but dropped away with incentives and with the improved Prius. And then when confronted with battery problems due to excessive cycling Honda treated its customers like crap and sales tanked.
For their next generations:
The Insight Hybrid has comparable real-world efficiency to the Gen 3 Prius but it's a subcompact with worse EPA ratings, worse performance, and less engine-off time, and Honda introduced it with joke pricing by only putting cruise on the EX, which had a price within $1k of the larger 2010 Prius II.
The Honda Civic hybrid doesn't drive as well as a regular Civic with a CVT that spends a lot of time hunting gear, is a sedan, is EX spec, is less efficient than the Prius and is around the same price as a Prius. Its low take rate is not because it looks like a normal Civic.
Ford Focus Electric ,Ford Energies, VW eGolf e-Up! and most of the normal looking plugins have been sales disappointments. Outlander PHEV being the really big exception.
PHEVs in popular form factors have a larger potential market than short-range BEVs.
Froggy looking LEAF just past 30k US sales.
Would that be the limited-range Leaf, that's sold in all US states by a company that is clearly interested in making the car sell, rather than just making a compliance car, with limited marketing and in limited states?
Puppy Bull Dog looking i3 past hoped for 10k first year global sales to 12k units.
Would that be the BMW i3 with both BEV and range-extender options?
I really wish marketing people would get over themselves and understand that sometimes it's not about their created image: a product can sell because it's a good product.
I really wish automotive journalists would get over themselves and understand that people buying hybrids and electric aren't always looking at is as a way to lower TCO.
If they did, then they'd stop spouting bull about showing off green cred or saying that people are making financial mistakes. I'm a "green buyer" and I bought my Prius because it was the most efficient car I could get and is a hatchback and I really hate the stupid impracticality of sedans, and I bought the Volt because my wife liked it and it was the most electric acceptable car. If distinctive looks make any major difference it's because it increases visibility of the car which is good for the
manufacturers because it
increases brand awareness. That benefit of distinctiveness is somehow never mentioned because too many prefer confirmation bias over logic.