2010 Toyota Prius Pricing Tops Out At $32,520

Illustration for article titled 2010 Toyota Prius Pricing Tops Out At $32,520

Yesterday we told you the base 2010 Toyota Prius would cost $21,000. Now, full pricing details have been released; you can spend up to $32,520 on the most fuel-efficient car in America.


Toyota isn't releasing details on which equipment that $21,000 base model will bring you, but all the important stuff - 50 MPG combined and room for five adults - will still be present. Spending more buys you added luxury, technology and driving competence.


When I reviewed the 2010 Prius I found the standard, 15" wheel model had a much improved driving experience, on par with the 2010 Honda Insight, but it's really the 17" wheel Prius V, with its revised steering ratio and firmed up dampers that questions the traditional poor-driving hybrid stereotype. It's actually fun to drive and will set you back $27,270.

Buyers can add three option packages: the $1,500 Navigation Package, which does what it says on the tin; the $3,600 Solar Roof Package, which includes navigation and the ambient-temperature controlling solar sunroof in addition to remote A/C; the $4,500 Advanced Technology Package, which also includes Nav, but adds Dynamic Radar Cruise Control, Pre-Collision System, Lane Keep Assist and Intelligent Parking Assist — basically it drives for you. None of the options packages are available on the base Prius, the Solar Roof isn't available on the Prius V.


The $750 destination and delivery fee is not included in any of the above MSRPs.

If we were to spec a Prius, it'd be the 17" wheel Prius V with nothing but the Navigation Package. That includes all the bells and whistles we'd want - leather, LED lights, fog lamps, nice stereo - but most importantly, it drives like a European hatchback while returning far greater fuel mileage.


Prius I: $21,000
Specs: TBA

Prius II: $22,000
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: $23,000
JBL AM/FM/MP3 six-disc CD changer with eight speakers
Integrated satellite radio capability
Hands-free phone capability via Bluetooth® wireless

Prius IV: $25,800
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 $27,270
17-inch alloy wheels and P215/45 R17 tires
LED headlamps with auto leveling and washers
Integrated foglamps

Navigation Package: $1,800
Voice-actived touch-screen
DVD navigation system with
JBL AM/FM/MP3 four-disc CD
changer, eight speakers, integrated
satellite radio capability, XM
NavTraffic capability, hands-free
phone capability and music
streaming via Bluetooth wireless
technology and integrated backup camera

Solar Roof Package: $3,600
Includes Navigation Package equipment
plus power tilt/slide moonroof with
Solar Powered Ventilation System
and Remote Air Conditioning System

Advanced Technology Package: $4,500
Includes Navigation Package equipment
plus Dynamic Radar Cruise Control
(DRCC), Pre-Collision System (PCS),
Lane Keep Assist (LKA), Intelligent
Parking Assist (IPA)

TORRANCE, Calif., April 21, 2009 - - Toyota Motor Sales (TMS), U.S.A., Inc.,
announced manufacturer's suggested retail prices (MSRP) today for the all-new
2010 Prius midsize hybrid, scheduled to go on sale beginning in late May at Toyota
dealers nationwide.
The third-generation Prius will be available in one grade with a starting MSRP
of $21,000. The Prius will be offered with five levels of popular standard equipment
"The 2010 Prius delivers outstanding mileage, performance and advanced
technology at a great price," said Bob Carter, group vice president and general
manager of the Toyota Division.
Carter sees the most popular model starting at an MSRP of $22,000,
equipped with a high level of standard features, "This model provides more than
$2,000 added value, including the features most buyers want, at the same price as
the current base model" he said.
A new base model with a lower level of standard equipment is scheduled to
be available later this year. It is designed to appeal to the most cost-conscious
businesses and consumers.
Celebrated as the benchmark for cars of the future, the Prius has delivered
superior fuel economy and ultra-low emissions to more than 1.2 million owners
worldwide for over 10 years. When it goes on sale, the 2010 Toyota Prius will once
again set new standards for innovative hybrid design and technology, raising its level
of convenience features and performance to new heights, including EPA fuel
economy estimates of 51 mpg city, 48 mpg highway and 50 mpg combined (EPA
MPG estimates, actual mileage will vary).

The third-generation 2010 Prius will offer enhanced performance and
innovative design features. It will be quieter, roomier, and equipped with advanced
standard and available features such as four driving modes, steering wheel touch
controls that display on the instrument panel, a moonroof with solar panels, and
Intelligent Parking Assist (IPA).
The Prius is equipped with Toyota's industry-leading Hybrid Synergy Drive
and certified as an Advanced Technology Partial Zero Emissions Vehicle (AT-
PZEV), emitting over 70 percent fewer smog-forming emissions than the average
new vehicle. A larger and more powerful yet more efficient 1.8-liter Atkinson-cycle,
four-cylinder engine produces 98 horsepower at 5,200 rpm. Together with its
electric motor the hybrid system in the new Prius will generate a combined net
horsepower of 134, an increase of 24 horsepower over the previous generation.
All Prius models offer Toyota's Star Safety System™ as standard equipment,
which includes enhanced Vehicle Stability Control (VSC) and Traction Control
(TRAC) Systems, Anti-lock Brake System (ABS) with Electronic Brake Force
Distribution (EBD) and Brake Assist (BA). Other standard features include electric
power steering and four-wheel disc brakes.
Starting fall 2009, select Prius models will include Toyota's all-new telematics
service, Safety Connect™, which will offer four safety and security features:
Automatic Collision Notification, Stolen Vehicle Location, Emergency Assistance
Button (SOS), and Roadside Assistance. Safety Connect will be available by
subscription, with an included one-year trial subscription.
Adding to the appeal of Prius is an additional array of standard convenience
features on most models that include automatic air conditioning equipped with an
electric air compressor; AM/FM/MP3 CD player with six-speakers and satellite radio
capability; driver door Smart Key system with Push Button Start and remote
illuminated entry; a Multi-Informational Display with an energy monitor and fuel
consumption history; six-way adjustable driver seat; power door locks; auto
up/down on all windows with window jam protection; cruise control; tilt/telescopic
adjustable steering wheel with audio and HVAC controls; color-keyed foldable power
heated side mirrors; dual sun visors with vanity mirrors; and tonneau cover.

Prius also brings many new firsts to the Toyota lineup. To help increase fuel
efficiency, the 1.8-liter engine is beltless, uses an electric water pump, a new
exhaust gas recirculation (EGR) system, and an exhaust heat collection system.
Other Toyota firsts include a new Touch Tracer Display, which features touch
sensors on the steering wheel switches that are designed to reduce driver eye
movement for better concentration on the road; an available sliding glass moonroof
is packaged with solar panels that power a new ventilation system; a remote air-
conditioning system functions on battery-power alone, and allows remote operation
so the driver can cool the interior temperature for comfort before getting in the car.
Also new to Toyota is an available Dynamic Radar Cruise Control system that
uses advanced millimeter wave radar. 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

Base MSRPs do not include a delivery, processing, and handling (DPH) fee
of $750. The DPH fee for vehicles distributed by Southeast Toyota (SET) and Gulf
States Toyota (GST) may vary.

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Ash78, voting early and often


Same here, and I had completely forgotten about the HS. Surely there'll be some overlap, just like a fully-loaded Camry can butt up against a base model ES, or even surpass it (or at least it used to a few years ago).

I hope Lexus goes a little edgy with the marketing, considering "HS" is an abbreviation for a common expletive. "Economy and luxury in a single package? H___ S___!"