The September 3rd issue of Newsweek magazine carries an article on the Honda and Toyota hybrid vehicles. It contains some interesting revelations. According to Newsweek, the primary reason that the Prius has outsold, by far, the Honda hybrid vehicles is political. It seems that people who buy the Prius buy it because they believe it makes a political statement.
Though Honda was first to the market with a hybrid, the Insight, when it prepared its next generation of hybrid vehicles, the company viewed them as a drivetrain, not a separate type of vehicle. Hence, Honda made the Civic available with a hybrid drivetrain option, as it did with the Accord and even the Prelude. In outward appearance, the hybrid Hondas were distinguished from conventionally powered Hondas only by small exterior badges.
Toyota, on the other hand, created an entire new vehicle around the hybrid concept, the Prius. The Prius looked different than other Toyotas. It was immediately recognizable as a hybrid. That, it turns out, was its chief marketing advantage.