NACTOY Names Award Winners for 2024

The Toyota Prius and Prius Prime, Ford Super Duty and Kia EV9 came out on top among 52 vehicles in three categories.

The Toyota Prius and Prius Prime is the 2024 NACTOY Car of the Year.

Following hundreds of hours of research and three rounds of votes, the 2024 North American Car, Truck and Utility Vehicle of the Year (NACTOY) award winners were announced Jan. 4. NACTOY officers revealed the winners during a press conference co-hosted by the Detroit Auto Dealers Association (DADA) and Automotive Press Association (APA) at M1 Concourse in Pontiac, MI.

  • North American Car of the Year: Toyota Prius & Prius Prime
  • North American Truck of the Year: Ford Super Duty
  • North American Utility Vehicle of the Year: Kia EV9

NACTOY, which celebrated its 30th anniversary this year, kicked off the awards process in July by announcing an initial list of 52 eligible vehicles. At the Detroit Auto Show in September, that list was winnowed to the 25 vehicles deemed “The Best of 2024,” and narrowed again to nine outstanding finalists announced at the Los Angeles Auto Show. 

Over the course of the year, NACTOY jurors spent hundreds of hours test driving, researching and evaluating vehicles on automotive innovation, design, safety, performance, technology, driver satisfaction, user experience and value, leveraging their experiences and expertise to cast their votes for the 2024 NACTOY award winners.

“Our winners reflect the fact that a modern vehicle must be a combination of style, utility and technology,” said NACTOY President Jeff Gilbert. “I commend our 50 jurors for coming up with some excellent choices.”

Founded in 1994, these awards are the longest-running new-vehicle awards not associated with a single publication. They are judged by 50 professional automotive journalists from a wide variety of print, online, radio and television media outlets in the U.S. and Canada. The votes are confidentially tallied by Deloitte LLP, ensuring each stage of the award cycle is the collective decision of all jurors. Votes for the 2024 NACTOY winners remained secret until envelopes were opened onstage during the Jan. 4 event.

Below is a closer look at each segment winner.

North American Car of the Year: Toyota Prius & Prius Prime

Total votes: 192

"The Toyota Prius and Prius Prime are not just handsomely styled hatchbacks, they represent the future of the automobile by blending traditional internal combustion with electric drivetrains," said juror Matt DeLorenzo of "Of particular note is the plug-in version, which offers more than 40 miles of pure electric range, allowing most owners to skip regular gas station visits."

"The Toyota Prius was the butt of jokes for its looks so long that the new one is unrecognizable---and stunningly attractive," said juror John Voelcker of Car and Driver, Green Car Reports, Charged EVs, et al. "It still has Prius fuel economy (40-50 mpg under any conditions), the Prime plug-in hybrid version has a lot more EV range, and I expect this year's Prius to appeal to a whole new group of shoppers."

North American Truck of the Year: Ford Super Duty

Total votes: 189

"The Ford Super Duty retains its leadership in the heavy-duty pickup truck category with its impressive towing, payload, torque and horsepower figures," said juror Jack R. Nerad of America on the Road Radio/ "Its four engine choices are highlighted by the new standard 6.8-liter gasoline V8 and 6.7-liter Power Stroke diesel V8. And the big Super Duty is remarkably comfortable and easy to drive."

"Ford's F-series Super Duty pickups embody the concept 'a workhorse and a show horse,'" said juror Mark Phelan of the Detroit Free Press. "Equally suited to construction sites and towing million-dollar trailers, it's loaded with technology to simplify its chores and keep the driver comfortable."

North American Utility Vehicle of the Year: Kia EV9

Total votes: 320

"The Kia EV9 offers a genuine 3-row configuration in a battery-electric SUV at a price significantly below the six-figure tab for all other 3-row electric SUVs," Voelcker said. "It opens new territory for EVs, and its looks draw attention well before anyone finds out it's electric. And it'll be built in the U.S. within a year. Another home run for Kia."

"The Kia EV9 should scare the stuffing out of other mass market brands," said juror John McElroy of Autoline. "Kia is rapidly moving upscale with head turning design and all the latest technology at prices below the premium brands. That's a recipe for success."

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