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2009 Toyota Prius – Click above for high-res gallery

We knew that Toyota was planning to keep the current Prius around for a little while longer to properly do battle with the new Honda Insight, which costs a few thousand dollars (or a few million yen) less. We assumed that Toyota would at least match the Insight's asking price with its new-old Prius, and now it's official.

According to the Nikkei in Japan (via Bloomberg), the current Prius hybrid will sell for $19,250 (1.89 million yen) in Japan alongside the new 2010 model, which has yet to be priced. For the sake of comparison, the Honda Insight starts at the same 1.89 million yen in Japan and is priced at $19,800 in the U.S. (plus $670 in destination charges).

We've also heard that a new lower-cost hybrid model from Toyota is currently being developed that would be based on Prius underpinnings but sold at a up to a 30-percent discount. So far, Toyota has not indicated that its new/old dual-hybrid strategy will make it to America.



[Source: Bloomberg]


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    • 1 Second Ago
  • 8 Comments
      • 5 Years Ago
      Sounds good to me.

      Let's have more hybrid price wars.

      Toyota, sell a hybrid Yaris for under US$15k, please.
      • 5 Years Ago
      FULL hybrid for everyone!

      Who wants ASSIST hybrid anyway?
      • 5 Years Ago
      The Prius has a few luxury features standard that drives up the price, it isn't all because of the hybrid drive. So, Toyota could make a less expensive hybrid without the touch display screen or automatic climate control or remote control mirrors or keyless entry. Maybe in a Yaris or Corolla chassis, or in their Scion line.
      • 5 Years Ago
      According to this article on a german website, the japanese price for the model will be 2,05 mio Yen. That would be much cheaper than the 2,33 mio for the previous model:
      http://www.ad-hoc-news.de/presse-toyota-senkt-preis-fuer-hybridmodell-prius-deutlich--/de/Unternehmensnachrichten/20111149
      • 5 Years Ago
      Would be nice for those who like buying new cars.

      I personally just can't justify the huge hit you take the moment you drive it off of the dealer's lot. ESPECIALLY in Japan!
      • 5 Years Ago
      Since the Insight 2 delivers the same fuel economy as Prius 2, I would go for the former.
      Long term, the simpler transmission and smaller battery pack of the Insight will mean better reliability and cheaper maintenance.
      Personaly I don't like the Prius, but am considering an Insight2.
      • 5 Years Ago
      Ah the beauty of competition.
      • 5 Years Ago
      I do wish that the editors woud get things right.

      It should read something like "... older Prius is priced the same as new ONE SIZE DOWN, MILD hybrid Honda Insight, with UNIMPROVED and ANTIQUATED IMA mild hybridization, just newly released in restyled Insight.. "