Prius sales have been falling. - IMAGE: Toyota

Prius sales have been falling.

IMAGE: Toyota

Though Toyota Prius sales have fallen sharply and all-electric vehicle startups led by Tesla now dominate the alternative-fuel vehicle market, Toyota will soon introduce its fifth generation of the hatchback hybrid.

The 2023 model will be in U.S. showrooms next year after a debut at this month’s Los Angeles Auto Show. The Japanese automaker planned to announce the launch today.

The first Prius was unveiled in 1997 and enjoyed success across the years as an industry innovator. But Toyota reported that U.S. Prius sales fell 44% in October, and it pulled the Prius from Europe this year after lackluster sales.

Market experts said a redesign is possible for the coming model; the Prius’ last redesign came with the 2016 model.

READ MORE: Toyota Output to Fall Short in October

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