In the early 2000s, the venerable Prius became a cultural symbol for many people who were not typical car enthusiasts. Its quirky design and ability to sip fuel garnered the attention of the environmentally conscious as well as politically minded detractors who saw it and a wave of other hybrid vehicles as virtue-signaling fashion accessories.

As Toyota plots a slew of new sports cars with old names—like the Celica and MR2—the automaker is developing a new gas engine for hybrid setups.