Toyota Motor Sales (TMS) U.S.A., Inc., has officially announced the manufacturer’s suggested retail price (MSRP) for the highly anticipated 2010 Prius, marking a new chapter in hybrid technology at an accessible Toyota Prius Price point. Set to hit dealerships nationwide in late May, the third-generation Prius is poised to redefine the midsize hybrid market with its blend of advanced features and competitive pricing.
The 2010 Prius will launch with a starting MSRP of $21,000 for the base grade, offering consumers an entry into Toyota’s renowned hybrid technology. Recognizing diverse customer needs, Toyota will provide the Prius in one primary grade, but with five distinct levels of standard equipment combinations, ensuring there’s a model to suit various preferences and budgets within the Toyota Prius price range.
Bob Carter, group vice president and general manager of the Toyota Division, emphasized the value proposition of the new model, stating, “The 2010 Prius delivers outstanding mileage, performance, and advanced technology at a great price.” He further highlighted a particularly popular configuration, projecting an MSRP of $22,000 for a model loaded with sought-after standard features. According to Carter, this model offers “more than $2,000 added value, including the features most buyers want, at the same price as the current base model,” solidifying the attractive Toyota Prius price strategy for the new generation.
For the most budget-conscious buyers, including businesses and individual consumers, Toyota plans to introduce a new base model with a reduced level of standard equipment later in the year. This strategic move will further broaden the appeal of the Prius and ensure its availability to an even wider market segment seeking an economical Toyota Prius price.
Fuel Efficiency and Performance: A Step Up for the 2010 Prius
The Prius has long been celebrated as a leader in fuel efficiency and low emissions, with over 1.2 million owners globally over the past decade. The 2010 Toyota Prius is set to elevate these standards even further. It boasts impressive EPA fuel economy estimates of 51 mpg in the city, 48 mpg on the highway, and 50 mpg combined. While actual mileage may vary, these figures underscore the Prius’s commitment to exceptional fuel economy, a key factor for buyers considering the Toyota Prius price in relation to long-term running costs.
Beyond fuel efficiency, the third-generation Prius also delivers enhanced performance. It promises a quieter and roomier cabin, along with a suite of advanced standard and available features. These include selectable driving modes, steering wheel touch controls with instrument panel display, an available moonroof with solar panels, and Intelligent Parking Assist (IPA).
Under the hood, the 2010 Prius is equipped with Toyota’s Hybrid Synergy Drive, a hallmark of Toyota’s hybrid technology. It is certified as an Advanced Technology Partial Zero Emissions Vehicle (AT-PZEV), demonstrating its commitment to reduced environmental impact by emitting over 70 percent fewer smog-forming emissions compared to the average new vehicle. The engine is upgraded to a larger and more potent yet more efficient 1.8-liter Atkinson-cycle four-cylinder engine, producing 98 horsepower at 5,200 rpm. Combined with its electric motor, the hybrid system generates a net 134 horsepower, a significant 24 horsepower increase over the previous generation, providing improved performance without compromising the celebrated Toyota Prius price and fuel efficiency.
Advanced Technology and Safety Features Come Standard
Safety is paramount in the 2010 Toyota Prius, with all models featuring Toyota’s Star Safety System as standard equipment. This comprehensive system includes Enhanced Vehicle Stability Control (VSC), Traction Control (TRAC), Anti-lock Brake System (ABS) with Electronic Brake Force Distribution (EBD), and Brake Assist (BA). Additional standard safety features include electric power steering and four-wheel disc brakes, reinforcing the value offered within the Toyota Prius price.
Starting in fall 2009, select Prius models will also incorporate Toyota’s new telematics service, Safety Connect. This subscription-based service, offered with a one-year trial, provides four key safety and security features: Automatic Collision Notification, Stolen Vehicle Location, Emergency Assistance Button (SOS), and Roadside Assistance, adding another layer of security and convenience to the Prius ownership experience, and further justifying the Toyota Prius price for many buyers.
Convenience is also a focus, with most Prius models offering an array of standard features. These include automatic air conditioning with an electric air compressor, an AM/FM/MP3 CD player with six speakers and satellite radio capability, a driver door Smart Key system with Push Button Start and remote illuminated entry, a Multi-Informational Display with energy monitor and fuel consumption history, a six-way adjustable driver seat, power door locks, auto up/down windows with jam protection, cruise control, a tilt/telescopic adjustable steering wheel with audio and HVAC controls, color-keyed foldable power heated side mirrors, dual sun visors with vanity mirrors, and a tonneau cover. These features enhance the driving experience and contribute to the overall value proposition relative to the Toyota Prius price.
Innovative Toyota Firsts in the 2010 Prius
The 2010 Prius introduces several Toyota firsts, further emphasizing its innovative design. To boost fuel efficiency, the 1.8-liter engine is beltless and utilizes an electric water pump, a new exhaust gas recirculation (EGR) system, and an exhaust heat collection system.
Other notable Toyota firsts include the new Touch Tracer Display, which integrates touch sensors on the steering wheel switches to minimize driver eye movement, promoting safer driving. An available sliding glass moonroof with solar panels powers a new ventilation system. Furthermore, a remote air-conditioning system, operating solely on battery power, enables drivers to pre-cool the car’s interior remotely for enhanced comfort, showcasing technological advancements beyond just fuel economy, and adding to the features for the advertised Toyota Prius price.
An available Dynamic Radar Cruise Control system, utilizing millimeter-wave radar, is also a Toyota first in the Prius. This system enables Lane Keep Assist, which helps drivers stay within their lane, and the Pre-Collision System, which proactively tightens seatbelts and applies brakes in certain unavoidable crash scenarios. These advanced safety and convenience technologies further enhance the appeal and justify the Toyota Prius price for tech-savvy consumers.
2010 Prius Trim Levels and MSRP Breakdown
The Toyota Prius price structure for the 2010 model year is detailed across various trim levels, each offering a different combination of features to meet diverse customer needs and budgets:
| Standard Equipment | MSRP |
|---|---|
| Prius I | To be released at a later date |
| Prius II (Base Model) | $21,000 |
| * 1.8-liter Atkinson cycle engine | |
| * P195/65 R15 all-season tires with alloy wheels & covers | |
| * Smart Key (driver’s door) and Push Button start | |
| * EV, Eco, and Power modes | |
| * Multi-Informational Display with energy monitor and fuel consumption history | |
| * AM/FM/MP3 CD player with six speakers and satellite radio capability and auxiliary audio jack | |
| * Cruise control | |
| * STAR Safety System and active front headrest | |
| * Seven airbags including driver knee airbag | |
| * Four-wheel disc brakes | |
| * Tilt/telescopic steering wheel with audio and HVAC | |
| * Controls with Touch Tracer Display | |
| * Six-way adjustable driver seat | |
| * Auto up/down on all windows | |
| * Color-keyed foldable power heated side mirrors | |
| Prius III (Upgraded Audio) | $23,000 |
| * In addition to Prius II features: | |
| * JBL AM/FM/MP3 six-disc CD changer with eight speakers | |
| * Integrated satellite radio capability | |
| * Hands-free phone capability via Bluetooth® wireless technology | |
| Prius IV (Leather & Comfort) | $25,800 |
| * In addition to Prius III features: | |
| * Three-door Smart Key system | |
| * Leather-trimmed interior | |
| * Heated front seats with driver lumbar support | |
| * Driver and front passenger water repellant windows | |
| * Plasmacluster® ionizer | |
| * Auto dimming mirror with HomeLink® | |
| Prius V (Premium & Tech) | $27,270 |
| * In addition to Prius IV features: | |
| * 17-inch alloy wheels and P215/45 R17 tires | |
| * LED headlamps with auto leveling and washers | |
| * Integrated foglamps |
Note: Base MSRPs do not include a delivery, processing, and handling (DPH) fee of $750. The DPH fee may vary for vehicles distributed by Southeast Toyota (SET) and Gulf States Toyota (GST).
Conclusion: The 2010 Toyota Prius – Innovation and Value at an Attractive Price
The 2010 Toyota Prius is poised to continue its legacy as a leader in the hybrid market. With a starting Toyota Prius price of $21,000 and a range of trim levels offering increasing levels of features and technology, the new Prius delivers exceptional value. Its enhanced fuel efficiency, improved performance, advanced safety features, and innovative technologies make it a compelling choice for consumers seeking a forward-thinking and economical vehicle. The 2010 Prius not only reaffirms Toyota’s commitment to hybrid technology but also makes it more accessible than ever with its competitive Toyota Prius price structure.
