• Apr 21st 2009 at 4:02PM
  • 54
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.



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

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
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)

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    • 1 Second Ago
      • 6 Years Ago
      What you people don't realize is that these features:
      Dynamic Radar Cruise Control
      (DRCC), Pre-Collision System (PCS),
      Lane Keep Assist (LKA), Intelligent
      Parking Assist (IPA)

      Are not available on ANY other car under $35k. To be able to get all of them in one package is truly amazing. For $32k it's very worth it. Not to mention the trick solar roof.

      The Hybrid System is almost secondary compared to being able to get all of these features in a car for just about anyone.

      The Prius will the Volt for lunch. The Volt will be nothing but a plug-in Cruze. And the Insight? Fugheddaboutit
        • 6 Years Ago
        Totally agree.

        The Pruis out classes itself. There nothing to beat it....just imagine the next Pruis....wow

      • 6 Years Ago
      With image/niche cars such as Z370, Mini, or Prius I think it makes sense to have such a flexible price range. It won't be just a group of people chasing a deal for a toaster oven type product (i.e. Camry) who will purchase Prius. There will be quite a few who will want to personalize it the way they see fit. Furthermore, many rich people love Priuses (haha Larry David!) who will won't them to be top of the line!
      • 6 Years Ago
      Batteries not included...
      • 6 Years Ago
      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.

      • 6 Years Ago
      I'm kind of split now between the Prius and the Insight. The Insight's better interior and handling/steering still pull me to it, but the Prius's bigger interior, greater power, and better fuel economy are looking more attractive to me at this more competitive price point.
      • 6 Years Ago
      $32,000 for a loaded Prius? What fool would buy that? You could buy a Loaded Corolla or even a Camry and spend $5,000-10,000 less!!!!!! That buys plenty of gas....... You can even get into a luxury C Class , G37, CTS or 3 Series..... What a joke!
        • 6 Years Ago
        Uh...which Camry has radar cruise control, pre-collision system, and solar vented climate control, remote A/C, and lane keep assist?
        I'm pretty sure that all the other cars in the world with all those features cost more than 45K, often significantly more than 45K.
        • 6 Years Ago
        Last I checked (I was shopping them) a 128 Coupe - with Nav, Parking Assist, Bluetooth, auto trans, Heated Leather Seats, Xenon Headlights, Comfort Key

        $41,675. I doubt you could get a 3 series with all those options for that. Also, that doesn't even have room in the back for anyone (TINY backseats). Isn't particularly sporty or fast (at 230 hp), and doesn't get outstanding gas mileage.

        Comparing a BMW to a Prius is almost as bad as Comparing an F430 Ferrari to an F450 Ford Truck. The 2 have NOTHING in common.

        Also, I don't think the many people will be opting for the Lane Departure, Laser Cruise control etc. I think all luxury cars (even infiniti) are starting to have too many "silly" features.

        Infiniti with the laser cruise control, nav etc is $40,315 msrp. A BASE G37 RWD Sedan is now up to $34,115 btw. Gone are the days of the $31,000 G35 with a few options.

        Face it cars are getting very expensive.. and too many "options" are driving up prices.

        BTW - I am NOW looking at the new prius. I would like the Solar/Sunroof/Nav Package 4 - $29,400. I'll hold out until I can get it for $30k out the door though.
      • 6 Years Ago
      Totally agree.

      The Pruis out classes itself. There nothing to beat it....just imagine the next Pruis....wow
      • 6 Years Ago
      The Prius seems to be worth the premium over the Insight.
      • 6 Years Ago
      My $32k will go towards a 18mpg Evo X that runs on trees, penguins and hippy tears.
      • 6 Years Ago
      I just can't separate the Prius from the South Park episode with the Prius owners.
      I'd kill for a link to that right now!!!
      • 6 Years Ago
      Great to see that Toyota has options for people that want a Prius but maybe don't want all the frills that come along with a fully loaded model. What you see is a company trying to cover the bases.

      Toyota is not the first to have a stripper model of their cars.......how many manufacturers have models with roll down windows, manual locks, no a/c.

      People will find any reason to hate Toyota. But then again, that goes for any manufacturer.
      • 6 Years Ago
      Everyone can laugh at the Prius now, but when gas inevitably hits $5/gal or higher, the people who buy a $21,000 Prius will be able to put a bunch of miles on it then be able to sell it for a $2-3K premium. None of the alternatives listed here will allow you to in essence drive them for free for 1-2 years plus get 40-70 mpg.
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