Toyota Prius Still Evolving

When environmental concerns took a back seat to economic fears in the United States last year, sales of hybrid-power cars fell sharply.

So severe was the sales slump that Toyota shuttered its nearly completed plant in Mississippi that was designed to produce hybrid Priuses for the American market.

But in April, a hybrid -- the Honda Insight -- became the best-selling car in Japan for the first time in automotive history.

This curious contrast in marketing trends and the fact that the Toyota Prius is already well established in North America makes the debut of the 2010 Prius more auspicious than one might otherwise have expected. Toyota is launching an aggressive campaign for the 2010 model that is going on sale at the end of May.

"The Prius has evolved with our customers over the past 10 years and is now more things to more people," said Bob Carter, group vice president and general manager, Toyota Division. "We believe that its new features will appeal to returning owners, while at the same time attract buyers who are looking for innovative technology with a hybrid powertrain."

Boasting benchmark fuel economy of 51 miles per gallon in the city and 48 mpg on the highway, the 2010 Prius is offered in five trim levels at a base price of $22,750, including destination charge, so low that it cannot leave much profit margin for Toyota. A lower priced version at $21,000 will be available later this year. The top trim level will cost $28,020.

Honda's Insight is base priced at $20,470 with a peak sticker of $23,000. The Insight, which gave way to the Civic Hybrid in recent years, was originally a futuristic-looking model that never gained the traction of the Prius. Apparently, buyers want their hybrid vehicle to look different than conventional models but not that different. The new Insight is similar to the Prius with a hatchback roofline that arches all the way to the tail, making it identifiable without looking goofy.

Insight's fuel economy is impressive, but short of Prius's at 40 mpg in the city and 43 on the highway for a combined 41 mpg.

"With the introduction of the all-new Insight, we're opening up Honda's fun-to-drive, versatile and fuel-efficient hybrid technology to an entirely new group of buyers that previously may not have considered a hybrid because of either image or cost," said John Mendel, executive vice president of American Honda.

To enhance the appeal of the Prius, Toyota added a load of standard features and high-tech options for the third generation.

Designed to be quieter and roomier, the Prius offers four driving modes, steering wheel touch controls that display on the instrument panel, a moonroof with solar panels, and Intelligent Parking Assist that signals when you're in danger of hitting something.

Power comes from Toyota's Hybrid Synergy Drive that allows the cart to be certified as an Advanced Technology Partial Zero Emissions Vehicle, 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.

Standard safety features include Vehicle Stability Control and Traction Control Systems, Anti-lock Brake System with Electronic Brake Force Distribution and Brake Assist. Other standard features include electric power steering and four-wheel disc brakes.

Other standard features 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.

A $4,500 option package includes a new Dynamic Radar Cruise Control system that uses advanced millimeter wave radar. The system warns the driver when the car is straying out of its lane and automatically retracts seatbelts and applies the brakes when a crash is unavoidable.

Prius will also compete with other hybrids such as the Chevrolet Malibu Hybrid, the Nissan Altima Hybrid and others. But it seems pretty clear that this year's top competitor will be the Honda Insight.