2010 Prius starts at $21,000; one with everything costs $32,500
by Sebastian Blanco on Apr 21st 2009 at 4:02PM 
2010 Toyota Prius - Click above for a high-res image gallery
Toyota has announced official pricing for the five (!) trim levels for the 2010 Prius, due to hit dealers in the States sometime in late May. The bare-bones version (which must be pretty bare, since Toyota hasn't divulged what's included) will be just $21,000. On the other end of the spectrum, the top trim level starts at $27,270 (add $750 to both prices for delivery), and the most you can pay for the new Prius this spring will be $32,520 for the V trim equipped with the Advanced Technology Package (ATP). Full details are available after the jump, but note that you can't get the ATP, which includes the Dynamic Radar Cruise Control, the Pre-Collision System, Lane Keep Assist, and Intelligent Parking Assist, if you want the solar roof option.
As mentioned earlier, the $21,000 base price is important, since it is only $1,200 more than the new Honda Insight. The current, second-generation Prius starts at $22,000. For more on the third-generation Prius get the info overload and check out our First Drive.
Gallery: 2010 Toyota Prius - First Drive
PRESS RELEASE
TOYOTA ANNOUNCES PRICES FOR 2010 PRIUS
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 combinations. "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 unavoidable. 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.
Standard Equipment MSRP
Prius I
To be released at a later date $21,000
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 In addition to Prius II features: $23,000
► 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 In addition to Prius III features: $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 In addition to Prius IV features: $27,270
► 17-inch alloy wheels and P215/45 R17 tires
► LED headlamps with auto leveling and washers
► Integrated foglamps
click to enlarge
Gallery: 2010 Toyota Prius
Optional Equipment MSRP Prius II Prius III Prius IV Prius V
Navigation Package $1,800 NA Available Available Available
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 NA Available Available NA
Includes Navigation Package equipment
plus power tilt/slide moonroof with
Solar Powered Ventilation System
and Remote Air Conditioning System
Advanced Technology Package $4,500 NA NA NA Available
Includes Navigation Package equipment
plus Dynamic Radar Cruise Control
(DRCC), Pre-Collision System (PCS),
Lane Keep Assist (LKA), Intelligent
Parking Assist (IPA)
Reader Comments (Page 1 of 4)
Rich 4:08PM (4/21/2009)
Ummm... so what's the point of keeping the 2nd Gen model around if it costs $1k more? Better standard equipment or what?
What's the equivalent Prius trim level (2nd and 3rd Gen) to the 2nd Gen Insight?
Reply
Rick C. 4:23PM (4/21/2009)
2010 Prius starts at $21,000; one with everything costs $32,500.
Translation: Let's add a few hundred pounds of worthless fluff that makes us an incredible profit and brings the car's MPG down by a double digit percentage.
PJ 5:57PM (4/21/2009)
... if by "a few hundred pounds of worthless fluff" you mean the standard up-option amenities expected in most midsize/entry-luxury cars, and by "double digit percentage" you mean the 3 or 4 MPG that the optional 17s deduct.
tekd 7:18PM (4/21/2009)
No, the 2nd generation one currently costs $22K in the USA. It's getting dropped to the same price as the Insight in Japan, and the 3rd gen will be $21K in the USA.
I don't think they'll bother selling the 2nd gen in the USA anymore-it's just an Insight killing strategy for the Japanese market.
SOhp101 8:03PM (4/21/2009)
Water repellant windows for the Prius IV? Fantastic, because my current car's windows lets all the water into the cabin.
/sarcasm
Rich 4:30PM (4/22/2009)
Thanks tekd. If the 2nd Gen Prius is dropping in price, that makes more sense now.
PJ: yes, Rick C may be off a touch in his "double digit percentage", but an 8% hit to fuel economy means a corresponding 8.6% increase in running costs.
Hagai 4:09PM (4/21/2009)
Only 1000$ more then the insight...
Honda failed with the insight.
Reply
Sea Urchin 4:12PM (4/21/2009)
See, Toyota makes UGLY and cheap interiors, plus Toyotas are uninspiring to drive, Honda is the opposite, so i think Honda should be able to exist and compete with Prius.
MikeW 4:17PM (4/21/2009)
The 215/45 17 tires [optional] on the Prius are far more sporting than 175/65 15 tires on the Insight.
pedantic 4:23PM (4/21/2009)
I would rather take the new Insight. They should bring the Mugen parts for the Insight available here. Even with the giant (drag reducing) wing.
Bob-omb 4:29PM (4/21/2009)
Initial drives have NOT uniformly said the Insight is more engaging to drive -- and many have said the ride is shockingly (har har) bad. So as much as the Insight excited me at first (I love my Honda) I think we have to reserve judgment for a little while.
zamafir 4:41PM (4/21/2009)
Well it's not hard, go drive Toyota products, go drive Honda products. Tell me which drives better, an accord or a camry? A civic or a corolla? It doesn't take a huge leap of faith to think that the positive driving impressions of the insight, especially from Europe, may be spot on here.
Aki 4:46PM (4/21/2009)
Actually, it's because Honda succeeded with the Insight in Japan that Toyota lowered price, so you're dead wrong.
cheezwiz 6:01PM (4/21/2009)
Hagai: You see what Toyota did here? The "Base price" is only $1000 more. That makes the news. But, the trick is to compare comparably equipped models.
To throw your comment back at you: you failed with your Insight.
Dustin 1:07AM (4/22/2009)
Uh, am I the only one who noticed: "Prius I - To be released at a later date - $21,000"? The car doesn't even exist. It's nothing more than a dollar figure. Nice marketing.
Here, let me try. "Insight I - To be released sometime maybe - $12,000". Awesome.
Sea Urchin 4:10PM (4/21/2009)
Great, now the budget earthsavers and those of us who are more affluent can both afford this great vehicle. Ofcourse i'd like to see as much competition as possible in this segment, but Toyota keeps hitting a homer after a homer.
Reply
fizzandpop 4:13PM (4/21/2009)
"And not only do you get a Prius with your $21,000 donation, we'll also throw in the Cooking with Lidia cookbook, the Rick Steeves Europe DVDs and this handy KQED tote bag so you won't be raping the environment every time you buy groceries. It's just our way of thanking you for supporting Public Television."
A note to anyone who's foolish enough to buy into this lifestyle choice: You will notice that the Prius comes with orange lights at each corner. These are called "turn signals", please use them to indicate to other road users that you will soon be turning off the highway and driving into the Trader Joe's parking lot. Although we can guess most of your movements, sometimes you drive right past Trader Joe's and turn into the Goodwill parking lot instead.
Reply
Shamdiddly 4:16PM (4/21/2009)
Outstanding.
Sanders 4:18PM (4/21/2009)
So it's foolish to buy into a lifestyle choice that keeps our air cleaner, our water cleaner and leaves our children and their children a nicer place to live? I can't wait for the explanation.
Sea Urchin 4:26PM (4/21/2009)
Sanders, much better to buy into a lifestyle chose that polutes, keeps nation addicted to oil and starts wars.....ohhh and one that can go offroad.