The 2010 Prius will be a truly global car with sales taking place in 88 countries. That means a total volume of 400,000 of them will be built in 2010, making it one of the best selling cars on the planet. By 2010 Toyota hopes to offer a hybrid drivetrain as an option on its entire range of vehicles everywhere in the world.

The press release follows:

TOYOTA REVEALS ALL-NEW PRIUS
DETROIT, January 12, 2009 —- Toyota Motor Sales (TMS), U.S.A., Inc.,
unveiled the all-new 50-mile-per gallon rated third-generation Prius hybrid vehicle today at the 2009 North American International Auto show. Celebrated as the benchmark for cars of the future, the Prius has delivered superior fuel economy and ultra-low emissions to more than one million owners worldwide for more than 10 years.

The midsize third-generation 2010 Prius will offer even better mileage ratings, enhanced performance, and innovative design features. It will be quieter, roomier, and equipped with advanced standard and available features such as a moonroof with solar panels, four driving modes, Intelligent Parking Assist (IPA) and steering wheel touch controls that display on the instrument panel.

An Eco-Icon
The first-generation Prius entered the market in 1997 as the world’s first
mass-produced hybrid. The name Prius, “to go before” in Latin, became symbolic
of a car that was launched even before environmental awareness had become a
mainstream social issue.
From the beginning, Toyota’s full-hybrid system was developed in-house
and has become a driving force behind advanced vehicle technology. The
company’s exclusive Hybrid Synergy Drive System was introduced in 2004 on
the second-generation Prius. Since then, more than 670,000 have been sold in
the U.S.

-more-
2010 Toyota Prius 2-2-2-2
In designing the new, third-generation Prius, Toyota engineers combined
a careful refinement of existing systems with an aggressive measure of new
technology necessary for the future of automobiles.

Fuel Economy and Environmental Performance
The new Prius will be built using processes that reduce pollution in every
stage of vehicle life, from production and driving, through to disposal.
The third-generation Prius extends its record of continuous improvement
in fuel economy. The first-generation Prius, which was rated 41 EPA combined
mpg, was replaced by the current model, which is EPA rated at 46 mpg,
combined city/highway. Using a combination of technologies, fuel efficiency was
increased to an estimated 50 miles per gallon for the new Prius.

A larger and more powerful 1.8-liter Atkinson-cycle, four-cylinder engine will power the new Prius. Contrary to conventional wisdom, the larger engine actually helps improve highway mileage. By making more torque, the new engine can run at lower average rpm on the highway. When operating at lower rpm, the new engine uses less fuel. Mileage is especially improved in cold-start conditions and at higher speeds.
Use of an electric water pump and a new exhaust gas recirculation (EGR) system also contribute to the engine’s efficiency. The 1.8-liter Prius engine is the first Toyota power plant that requires no belts under the hood for better fuel economy and less potential maintenance.
A multi-information display panel that monitors fuel and energy consumption is standard. It provides feedback on the Prius’ efficiency using three different displays to help the driver acquire economical driving habits. Unlike most other hybrid vehicles available, Prius has been a “full” hybrid since introduction. This allows it to run on engine alone, battery alone, or a combination of both. The system blends the best of parallel hybrid and series hybrid designs to achieve the ability to operate on the electric mode alone, and to charge the batteries while the car is running.

The patented Hybrid Synergy Drive system in the 2010 Prius is 90 percent newly-developed with significant improvements over previous models.

• The transaxle is lighter in weight and reduces torque losses by as much as 20 percent compared to the previous model.
• The inverter, which converts direct current to alternating current, has a new direct cooling system to reduce size and weight.
• Taken together, the inverter, motor and transaxle are smaller and 20 percent lighter.
• A newly developed electronically controlled regenerative braking system has been adopted, with control logic optimized to enhance regeneration.

The new Prius will offer three alternative driving modes. EV-Drive Mode allows driving on battery power alone at low speeds for about a mile, if conditions permit. There is also a Power Mode, which increases sensitivity to throttle input for a sportier feel, and an Eco Mode, which helps the driver achieve their best mileage.

Cutting Edge Styling
In designing the new Prius, aerodynamic performance was an important
factor. The goal was to create a beautiful silhouette, while not compromising
function. Designers preserved the dynamic triangle form of the
current model—instantly recognizable as a Prius—but made alterations to the
overall profile, pillar position and angle. The front pillar, extended forward, helps
refine the performance-focusing, shaped form.
The overall height of the Prius is the same, but the roof profile is altered by
moving the top of the roof 3.9 inches to the rear. This emphasizes the wedge
shape, and also allows for enhanced rear headroom and improved
aerodynamics.

- more -
2010 Toyota Prius 4-4-4-4
The design of the new Prius’ front and rear corners are sharp, sporty and
aerodynamic. Strong side character lines, rising from front to rear, define the
glazed geometric shape. Viewed from the rear, wider rear treads provide a solid,
firmly rooted stance.
Dimensionally, the new Prius has the same wheelbase as the current
generation. Overall length is slightly increased by 0.6 inches, in part by moving
the front cowl forward.

World’s Lowest Cd
The new Prius received more wind tunnel hours of testing than any other
Toyota in history, resulting in the cleanest aerodynamic profile of any mass-
produced vehicle in the world. By focusing on the shape of the body, underfloor,
wheelhouse liner and shape of the wheels, the designers of the new Prius were
able to reduce the coefficient of drag (Cd) value to 0.25, compared to 0.26 for the
previous model. The airflow under the car was studied extensively. Engineers
made changes to the shape of the fender liner, front surface of the underfloor,
and added a fin at the rear floor cover to increase linear stability.

Advanced Equipment For a New Era
An available sliding glass moonroof is packaged with solar panels, located
over the rear seating area, that power a new ventilation system. This solar
powered ventilation system uses an electrically powered air circulation fan that
does not require engine assist. The system prevents the interior air temperature
from rising while the vehicle is parked, making the cool-down time shorter when
the driver returns to the vehicle, thus reducing the use of air conditioning.
The remote air-conditioning system is the first system in the world to
function on battery-power alone and that can be remotely operated, so the driver
can adjust the interior temperature for comfort before getting in the car.

- more -

2010 Toyota Prius 5-5-5-5
Reducing the vehicle’s power consumption, available LED (light emitting
diode) lamps are used for low beams and also in the tail and stop lamps. Air
conditioning, a major energy drain, has been re-engineered to increase efficiency
and cool-down performance. In addition, an exhaust heat recirculation system
reduces heat waste by warming engine coolant during cold startup, for improved
performance. It also heats up the passenger cabin more efficiently.

Enhanced Vehicle Performance
The next-generation Prius is built on a new platform, which enables
improved handling stability, quieter operation, and collision safety. The
suspension consists of front struts and a rear intermediate beam design, as
before, but handling stability is advanced by improving the stabilizer layout,
higher caster angle and tuning the bushing characteristics. Disc brakes are now
used on all four corners, replacing the front disc/rear drum brakes in the current
model.
Weight was saved through use of aluminum in the hood, rear hatch, front suspension axle and brake caliper and super high-tensile steel in the rocker inner, center pillar, and roof reinforcement. To meet customer expectations for everyday performance, zero-to-60 acceleration has been improved to 9.8 seconds, more than a second faster, in internal testing.
Better-performing sound insulation, working with improved vibration damping, has been installed in various locations to reduce road noise.

Functional Interior Is Bigger on the Inside
Proving that small changes add up to big gains, the cargo area of the new Prius was expanded 0.4 inches in length and 2.2 inches in width by using a new and an improved layout of the battery cooling unit. Rear seat legroom is enhanced by a new space-saving contoured front-seat design.

Viewed from the cockpit, the center cluster smoothly flows from the instrument panel to the console. Handy storage space has been added under the shift lever by taking advantage of the shift-by-wire system. Simple, fin-type air vents are consistent with the cabin’s efficient appearance. Judicious use of silver accents adds a finished, technical feel.

Touch sensors on the steering wheel switches are designed to reduce driver eye movement for better concentration on the road. When the driver touches the audio or info switch located on the steering wheel, a duplicate image is displayed on the instrument panel, directly in front of the driver. This system, called Touch Tracer, is the first system in the world to allow steering wheel controls to read out on the instrument panel. The ECO indicator on the Multi-Informational Display (MID) provides driver feedback for lower fuel consumption.

In pursuit of developing various advanced technologies aimed at realizing sustainable mobility, Toyota will use plant-derived, carbon-neutral plastics in the 2010 Prius. The newly-developed plastics, known as “ecological plastic,” will be used in the seat cushion foam, cowl side trim, inner and outer scuff plates, and deck trim cover. Ecological plastic emits less CO2 during a product lifecycle (from manufacturing to disposal) than plastic made solely from petroleum; it also helps reduce petroleum use.

Safety Enhancements
The new Prius was designed to comply with class-top level collision safety performance in each global region of sale, and to accommodate increasingly strict safety requirements in the future. In addition to advanced driver and front passenger Supplemental Restraint System (SRS) airbags front and rear side curtain airbags, driver and passenger seat-mounted side airbags and driver’s knee airbag are standard equipment.

2010 Toyota Prius
Active headrests are used in both front seats to reduce the possibility of whiplash in a collision. Anti-lock Brake System (ABS), Electronic Brake Distribution (EBD), Brake Assist (BA), electronic traction control (TRAC) and Vehicle Stability Control (VSC) are included with Toyota’s standard Star Safety System. Dynamic Radar Cruise Control system, using advanced millimeter wave radar, is an available option. The system also enables Lane Keep Assist, which helps the driver stay safely within the lane, and the Pre-Collision System, which retracts seatbelts and applies the brakes in certain conditions when a crash is unavoidable. Next-generation Intelligent Parking Assist features simplified settings to help guide the car into parking spaces.

A backup monitor, which provides a view of rear obstacles when reverse is engaged, is available with an optional voice-activated navigation system. Safety Connect, Toyota’s first safety and security service, includes automatic collision notification, stolen vehicle locator and an SOS call button. Safety Connect will be available a few months after launch. The development of the Prius has required applications for over 1,000 patents filed across the world, of which 292 are U.S. applications. Pricing for the 2010 Prius will be announced shortly before it goes on sale late spring.

# # #

2010 Toyota Prius

2010 PRUIS PRELIMINARY SPECIFICATIONS

POWERTRAIN
1.8-liter four-cylinder engine with VVT-i
Engine horsepower: 98 hp @ 5,200 rpm
Engine torque: 105 lb-ft @ 4,000 rpm
Electric motor: Permanent magnet synchronous motor
Electric motor power output: 80 hp/153 lb-ft torque
Hybrid system net horsepower: 134 hp
Emission rating: SULEV (with AT-PZEV)
Electronically controlled continuously variable transmission
Drive System: Front-wheel-drive
Hybrid battery pack: Nickel-metal hydride
Estimated fuel economy: 50 mpg (combined)*

DIMENSIONS (inches)
Overall Length: 175.6
Overall Width: 68.7
Overall Height: 58.7
Wheelbase: 106.3
Ground clearance: 5.5
Coefficient of Drag: 0.25
Wheels: 15-inch alloy wheels
17-inch alloy wheels (optional)
Tire Size: 15-inch: 195/65R15
17-inch: 215/45R17 (optional)
Seating Capacity: 5
EPA class rating: Midsize

* Preliminary figure based on Toyota’s internal testing. Actual mileage will vary.

2010 Toyota Prius Introduction
The Toyota Prius first went on sale in 1997 for the Japanese market and quickly became the number one selling hybrid electric car a few short years after its initial debut. The first generation Prius was not quite the sales success of the second generation, though it was the first mass-produced hybrid vehicle. The Prius is currently sold in over 40 countries, while the largest sales success has been in Japan and North America.

Exterior Front

The exterior of the prior model Prius was a conservative appliance and rightfully so. That conservative design helped Toyota gain major traction in the hybrid marketplace very early on in the game. While many believe the new model needed a new approach while maintaining its aerodynamic efficiency. But despite the debate, whether or not the profile shape of the Prius is any more aerodynamic than a similarly sized, non-wedged compact sedan, there is a reason behind this form language. Toyota has created the most instantly recognizable hybrid car on the market today and it wasn’t going to lose that image when designing the new car.
Exterior Rear

The rear of the 2010 Toyota Prius carries many of the same design cues of the existing model though Toyota has tidied up the aero efficiency dramatically. The corners are now tighter to prevent air turbulence as well as the upper hatch peak surface. A subtle under body diffuser has been added to aid in the little hybrid’s goal of a 50mpg rating. The LED tail lamps have also been reshaped and follow the concave surface section of the rear hatch.
Interior

The interior of the 2010 Toyota Prius has been heavily revised to resemble something more than just a hybrid appliance. The flowing lines of the IP upper surface mimic the overall feel of the exterior. The center HVAC vents are enhanced by a chrome vein that runs the length of the car. The center stack stands upright and is oriented toward the driver, giving an overall cockpit like feel. The electronic shift mechanism allows for a convenient lower storage bin and gives a sense of airiness to the cockpit. The four spoke steering wheel, again, follows some of the form language of the exterior and includes twin touch pad controls for the media and driver information systems. The digital gauges are once again located under a hood, high atop the IP surface and feature all necessary driver information.

In-Depth Design Dissection

Exterior Front

1. Defined corner directs airflow away from front surfaces.
2. Carefully sculpted surface directs airflow up and over the front wheel.
3. A-pillar spears into headlamp creating an aerodynamically sculpted boomerang-esque form.
4. Windshield is stepped from the A-pillar to direct airflow over the roof of the car.
5. Channels on roof center airflow as it travels over the car.
6. Shoulder mounted rear-view mirror prevents turbulence around the base of the A-pillar.
7. Feature line’s undercut surface directs airflow across the otherwise stiff bodyside.
8. Lower surface detail helps break up the tall featureless body side as well as deflecting airflow from the wheels.
9. Wide flat-faced five-spoke wheels are designed to minimize turbulence around wheel housing.

Exterior Rear

1. Sharp corner at the trailing edge is designed to direct air away from the rear of the car as well as preventing air turbulence buildup.
2. Carefully designed diffuser under the rear fascia releases air from underneath the car.
3. Door handle pockets aerodynamically surfaced to ease the flow of air around these turbulent areas.
4. LED tail lamps follow the curvature of the rear and lead into the rear decklid surfacing.
5. The upper peak of the hatch and the undercut of the rear surface meet in sharp peak for a clean release of airflow.
6. The overall height of the roof is the same as the previous model, but the peak has been moved 3.9 inches toward the rear.
7. Daylight opening retains a familiar design motif from the previous model and allows for maximum visibility.

Interior

1. An off-center, driver oriented multi-function information display provides important information to the driver including, but not limited to; speed, fuel and energy consumption.
2. Horizontal lines across the IP visually enhance the size of the otherwise small Prius.
3. Dual glovebox provides additional storage space.
4. Driver oriented center stack gives a sporty feel to an otherwise un-sporty ca.r
5. Drive-by-wire electronic shifter is set on top of a sunken Volvo-esque spaceball.
6. Front quarter windows add to the airiness of the cabin and eliminate the blindspot created by the shoulder mounted rear-view mirrors.
7. New four-spoke steering wheel features touch sensor controls and sweeping lower spokes that eschew exterior styling elements.
8. While not new to the 2010 Prius, the Power engine-start button adds to the electric appliance feel of the car.

Interior

1. Innovative storage location underneath the center stack is made possible by the electric drive-by-wire shift system.
2. Upright center stack provides a sporty feeling to the otherwise sedate interior appointments.
3. Door panel design mimics the upright feeling of the center stack design.

Conclusion
The 2010 Toyota Prius continues the design tradition of the previous generation model, but does so with a little less Maytag and a little more gusto. Nearly all of the styling changes that have been made are to help the aerodynamic efficiency and carry on the tradition of the world’s number one selling hybrid vehicle.

A larger, more powerful 1.8-liter Atkinson cycle engine now powers this third-generation Prius, making 98 HP on its own, 134 total with the help of the electric motor. Toyota claims the larger engine is actually more fuel efficient on the highway thanks to its extra torque enabling it to operate at lower RPMs. That new engine also uses less fuel during cold starts and at high speeds and more importantly to the traditional enthusiast crowd, the larger engine also reduces the 0-to-60 time by more than a second to 9.8 seconds.

A number of other refinements have also been made to Toyota’s hybrid system. Now using an electric water pump, the Prius’s engine bay is completely free of belts, improving economy and reducing maintenance needs. That hybrid system, called Hybrid Synergy Drive is actually 90 percent new for 2010, with numerous refinements all intended to boost operating efficiency.

The 2010 Prius offers drivers three modes of operation: EV-Drive Mode which runs the car only on the battery at “low speeds” with about a one mile range; Power Mode which makes the gas throttle more sensitive for better response and a 2010 Honda Insight-like Eco Mode which, unoriginally, boosts fuel economy.

Toyota claims that at .25, the 2010 Prius has the lowest coefficient of drag of any mass-produced vehicle in the world. The second-generation model’s number was .26. The flat underfloor now features a keel to help with straight-line stability.

Another big feature is the optional solar moonroof. It contains solar panels that power the ventilation system. An electric fan runs on that solar power when the Prius is parked, reducing interior temperatures so less energy is needed to cool it down when its occupants return. There’s also a remote air conditioning system, which allows the driver control the interior temperature before they get in the vehicle.

The official press release follows:

TOYOTA REVEALS ALL-NEW PRIUS
DETROIT, January 12, 2009 —- Toyota Motor Sales (TMS), U.S.A., Inc.,
unveiled the all-new 50-mile-per gallon rated third-generation Prius hybrid vehicle today at the 2009 North American International Auto show. Celebrated as the benchmark for cars of the future, the Prius has delivered superior fuel economy and ultra-low emissions to more than one million owners worldwide for more than 10 years.

The midsize third-generation 2010 Prius will offer even better mileage ratings, enhanced performance, and innovative design features. It will be quieter, roomier, and equipped with advanced standard and available features such as a moonroof with solar panels, four driving modes, Intelligent Parking Assist (IPA) and steering wheel touch controls that display on the instrument panel.

An Eco-Icon
The first-generation Prius entered the market in 1997 as the world’s first
mass-produced hybrid. The name Prius, “to go before” in Latin, became symbolic
of a car that was launched even before environmental awareness had become a
mainstream social issue.
From the beginning, Toyota’s full-hybrid system was developed in-house
and has become a driving force behind advanced vehicle technology. The
company’s exclusive Hybrid Synergy Drive System was introduced in 2004 on
the second-generation Prius. Since then, more than 670,000 have been sold in
the U.S.

-more-
2010 Toyota Prius 2-2-2-2
In designing the new, third-generation Prius, Toyota engineers combined
a careful refinement of existing systems with an aggressive measure of new
technology necessary for the future of automobiles.

Fuel Economy and Environmental Performance
The new Prius will be built using processes that reduce pollution in every
stage of vehicle life, from production and driving, through to disposal.
The third-generation Prius extends its record of continuous improvement
in fuel economy. The first-generation Prius, which was rated 41 EPA combined
mpg, was replaced by the current model, which is EPA rated at 46 mpg,
combined city/highway. Using a combination of technologies, fuel efficiency was
increased to an estimated 50 miles per gallon for the new Prius.

A larger and more powerful 1.8-liter Atkinson-cycle, four-cylinder engine will power the new Prius. Contrary to conventional wisdom, the larger engine actually helps improve highway mileage. By making more torque, the new engine can run at lower average rpm on the highway. When operating at lower rpm, the new engine uses less fuel. Mileage is especially improved in cold-start conditions and at higher speeds.
Use of an electric water pump and a new exhaust gas recirculation (EGR) system also contribute to the engine’s efficiency. The 1.8-liter Prius engine is the first Toyota power plant that requires no belts under the hood for better fuel economy and less potential maintenance.
A multi-information display panel that monitors fuel and energy consumption is standard. It provides feedback on the Prius’ efficiency using three different displays to help the driver acquire economical driving habits. Unlike most other hybrid vehicles available, Prius has been a “full” hybrid since introduction. This allows it to run on engine alone, battery alone, or a combination of both. The system blends the best of parallel hybrid and series hybrid designs to achieve the ability to operate on the electric mode alone, and to charge the batteries while the car is running.

The patented Hybrid Synergy Drive system in the 2010 Prius is 90 percent newly-developed with significant improvements over previous models.

• The transaxle is lighter in weight and reduces torque losses by as much as 20 percent compared to the previous model.
• The inverter, which converts direct current to alternating current, has a new direct cooling system to reduce size and weight.
• Taken together, the inverter, motor and transaxle are smaller and 20 percent lighter.
• A newly developed electronically controlled regenerative braking system has been adopted, with control logic optimized to enhance regeneration.

The new Prius will offer three alternative driving modes. EV-Drive Mode allows driving on battery power alone at low speeds for about a mile, if conditions permit. There is also a Power Mode, which increases sensitivity to throttle input for a sportier feel, and an Eco Mode, which helps the driver achieve their best mileage.

Cutting Edge Styling
In designing the new Prius, aerodynamic performance was an important
factor. The goal was to create a beautiful silhouette, while not compromising
function. Designers preserved the dynamic triangle form of the
current model—instantly recognizable as a Prius—but made alterations to the
overall profile, pillar position and angle. The front pillar, extended forward, helps
refine the performance-focusing, shaped form.
The overall height of the Prius is the same, but the roof profile is altered by
moving the top of the roof 3.9 inches to the rear. This emphasizes the wedge
shape, and also allows for enhanced rear headroom and improved
aerodynamics.

- more -
2010 Toyota Prius 4-4-4-4
The design of the new Prius’ front and rear corners are sharp, sporty and
aerodynamic. Strong side character lines, rising from front to rear, define the
glazed geometric shape. Viewed from the rear, wider rear treads provide a solid,
firmly rooted stance.
Dimensionally, the new Prius has the same wheelbase as the current
generation. Overall length is slightly increased by 0.6 inches, in part by moving
the front cowl forward.

World’s Lowest Cd
The new Prius received more wind tunnel hours of testing than any other
Toyota in history, resulting in the cleanest aerodynamic profile of any mass-
produced vehicle in the world. By focusing on the shape of the body, underfloor,
wheelhouse liner and shape of the wheels, the designers of the new Prius were
able to reduce the coefficient of drag (Cd) value to 0.25, compared to 0.26 for the
previous model. The airflow under the car was studied extensively. Engineers
made changes to the shape of the fender liner, front surface of the underfloor,
and added a fin at the rear floor cover to increase linear stability.

Advanced Equipment For a New Era
An available sliding glass moonroof is packaged with solar panels, located
over the rear seating area, that power a new ventilation system. This solar
powered ventilation system uses an electrically powered air circulation fan that
does not require engine assist. The system prevents the interior air temperature
from rising while the vehicle is parked, making the cool-down time shorter when
the driver returns to the vehicle, thus reducing the use of air conditioning.
The remote air-conditioning system is the first system in the world to
function on battery-power alone and that can be remotely operated, so the driver
can adjust the interior temperature for comfort before getting in the car.

- more -

2010 Toyota Prius 5-5-5-5
Reducing the vehicle’s power consumption, available LED (light emitting
diode) lamps are used for low beams and also in the tail and stop lamps. Air
conditioning, a major energy drain, has been re-engineered to increase efficiency
and cool-down performance. In addition, an exhaust heat recirculation system
reduces heat waste by warming engine coolant during cold startup, for improved
performance. It also heats up the passenger cabin more efficiently.

Enhanced Vehicle Performance
The next-generation Prius is built on a new platform, which enables
improved handling stability, quieter operation, and collision safety. The
suspension consists of front struts and a rear intermediate beam design, as
before, but handling stability is advanced by improving the stabilizer layout,
higher caster angle and tuning the bushing characteristics. Disc brakes are now
used on all four corners, replacing the front disc/rear drum brakes in the current
model.
Weight was saved through use of aluminum in the hood, rear hatch, front suspension axle and brake caliper and super high-tensile steel in the rocker inner, center pillar, and roof reinforcement. To meet customer expectations for everyday performance, zero-to-60 acceleration has been improved to 9.8 seconds, more than a second faster, in internal testing.
Better-performing sound insulation, working with improved vibration damping, has been installed in various locations to reduce road noise.

Functional Interior Is Bigger on the Inside
Proving that small changes add up to big gains, the cargo area of the new Prius was expanded 0.4 inches in length and 2.2 inches in width by using a new and an improved layout of the battery cooling unit. Rear seat legroom is enhanced by a new space-saving contoured front-seat design.

Viewed from the cockpit, the center cluster smoothly flows from the instrument panel to the console. Handy storage space has been added under the shift lever by taking advantage of the shift-by-wire system. Simple, fin-type air vents are consistent with the cabin’s efficient appearance. Judicious use of silver accents adds a finished, technical feel.

Touch sensors on the steering wheel switches are designed to reduce driver eye movement for better concentration on the road. When the driver touches the audio or info switch located on the steering wheel, a duplicate image is displayed on the instrument panel, directly in front of the driver. This system, called Touch Tracer, is the first system in the world to allow steering wheel controls to read out on the instrument panel. The ECO indicator on the Multi-Informational Display (MID) provides driver feedback for lower fuel consumption.

In pursuit of developing various advanced technologies aimed at realizing sustainable mobility, Toyota will use plant-derived, carbon-neutral plastics in the 2010 Prius. The newly-developed plastics, known as “ecological plastic,” will be used in the seat cushion foam, cowl side trim, inner and outer scuff plates, and deck trim cover. Ecological plastic emits less CO2 during a product lifecycle (from manufacturing to disposal) than plastic made solely from petroleum; it also helps reduce petroleum use.

Safety Enhancements
The new Prius was designed to comply with class-top level collision safety performance in each global region of sale, and to accommodate increasingly strict safety requirements in the future. In addition to advanced driver and front passenger Supplemental Restraint System (SRS) airbags front and rear side curtain airbags, driver and passenger seat-mounted side airbags and driver’s knee airbag are standard equipment.

2010 Toyota Prius
Active headrests are used in both front seats to reduce the possibility of whiplash in a collision. Anti-lock Brake System (ABS), Electronic Brake Distribution (EBD), Brake Assist (BA), electronic traction control (TRAC) and Vehicle Stability Control (VSC) are included with Toyota’s standard Star Safety System. Dynamic Radar Cruise Control system, using advanced millimeter wave radar, is an available option. The system also enables Lane Keep Assist, which helps the driver stay safely within the lane, and the Pre-Collision System, which retracts seatbelts and applies the brakes in certain conditions when a crash is unavoidable. Next-generation Intelligent Parking Assist features simplified settings to help guide the car into parking spaces.

A backup monitor, which provides a view of rear obstacles when reverse is engaged, is available with an optional voice-activated navigation system. Safety Connect, Toyota’s first safety and security service, includes automatic collision notification, stolen vehicle locator and an SOS call button. Safety Connect will be available a few months after launch. The development of the Prius has required applications for over 1,000 patents filed across the world, of which 292 are U.S. applications. Pricing for the 2010 Prius will be announced shortly before it goes on sale late spring.

# # #

2010 Toyota Prius

2010 PRUIS PRELIMINARY SPECIFICATIONS

POWERTRAIN
1.8-liter four-cylinder engine with VVT-i
Engine horsepower: 98 hp @ 5,200 rpm
Engine torque: 105 lb-ft @ 4,000 rpm
Electric motor: Permanent magnet synchronous motor
Electric motor power output: 80 hp/153 lb-ft torque
Hybrid system net horsepower: 134 hp
Emission rating: SULEV (with AT-PZEV)
Electronically controlled continuously variable transmission
Drive System: Front-wheel-drive
Hybrid battery pack: Nickel-metal hydride
Estimated fuel economy: 50 mpg (combined)*

DIMENSIONS (inches)
Overall Length: 175.6
Overall Width: 68.7
Overall Height: 58.7
Wheelbase: 106.3
Ground clearance: 5.5
Coefficient of Drag: 0.25
Wheels: 15-inch alloy wheels
17-inch alloy wheels (optional)
Tire Size: 15-inch: 195/65R15
17-inch: 215/45R17 (optional)
Seating Capacity: 5
EPA class rating: Midsize

* Preliminary figure based on Toyota’s internal testing. Actual mileage will vary.

Jalopnik Snap Judgment: Our "snap" guess is yes. Given that Toyota has long been upfront about its goal of building a million hybrids a year by 2010, we have to give the company the benefit of the doubt on its supplier chain. Remember, the Toyota Manufacturing Process (TMP) actually started the concept of lean manufacturing and just-in-time supply. To that end, the company is building its own battery facility, reducing exposure in that most critical of hybrid components. And with plans to make room for more Priuses at a Japanese factory and to build them in the US at a new plant in Mississippi, Toyota appears to be taking steps to alleviate pent-up Prius demand.

So, half a million Priuses a year? Despite the mere thought bringing blood flowing out of our uber-enthusiast ears, we have to give Toyota credit for ratcheting supply up when demand exceeds it on this product, as opposed to being forced to ratchet supply down when demand drops like a rock. That's always been the problem our poor, poor US automakers have had — always trying to wring every sale out of a product in an attempt to meet and beat the U.S. financial markets quarterly expectations. Now our only question is — how will the world cope with so much new smug? [Automotive News, Sub. Req.]