The hybrid pricing wars in Japan appear to be heating up very rapidly. According to a report on AutoWeek, Toyota is planning to nearly match the price of Honda's latest Insight with its brand new 2010 Prius, setting a base price of 2.05 million yen ($20,750), which is just about the same as the mid-level Insight. From there, though, the price of the Prius can rise all the way up to 3.27 million yen ($33,100) as options are piled on while the Insight tops out at 2.21 million yen ($22,370).
In addition to the aggressive pricing strategy for the new Prius, Toyota will indeed keep the old model around for a little while as a price-leader to go head-to-head with the base model Insight at 1.89 million yen ($19,130). Too keep things current, the current-gen Prius will reportedly get an updated interior and be called the Prius EX.
At this point, none of the above prices for the redesigned 2010 Prius are official, as Toyota has yet to release or confirm MSRP for Japan or America. Still, the information is said to be sourced from Japanese dealers, so we hope it portends good things to come in the not-too-distant future from the the automaker.