Toyota Motor Sales U.S.A., Inc. announced the manufacturer’s suggested retail prices (MSRP) for the highly anticipated 2010 Toyota Prius, marking the arrival of the third generation of this pioneering hybrid vehicle. Set to hit Toyota dealerships nationwide in late May, the 2010 Prius promised to deliver enhanced fuel efficiency, advanced technology, and Toyota’s renowned reliability, all at a competitive Toyota Prius Msrp.
The 2010 Prius was launched in a single grade, offering customers a streamlined approach to choosing their hybrid. The starting toyota prius msrp was set at an accessible $21,000. However, recognizing diverse customer needs and preferences, Toyota offered the Prius with five distinct levels of standard equipment combinations, allowing buyers to tailor their vehicle to their specific requirements and budgets.
Bob Carter, group vice president and general manager of the Toyota Division, emphasized the exceptional value proposition of the new Prius. “The 2010 Prius delivers outstanding mileage, performance and advanced technology at a great price,” Carter stated, highlighting Toyota’s commitment to making hybrid technology accessible to a wider audience.
Carter pointed to a particularly popular configuration with an toyota prius msrp of $22,000, boasting a significant array of standard features. He noted that this model offered “more than $2,000 added value, including the features most buyers want, at the same price as the current base model,” underscoring Toyota’s dedication to providing enhanced features without increasing the price point for consumers.
For the most budget-conscious buyers, Toyota planned to introduce a new base model later in the year with a reduced level of standard equipment. This strategic move aimed to cater to businesses and individuals prioritizing cost efficiency, further expanding the Prius’s market appeal.
The Toyota Prius had already established itself as a global leader in hybrid technology, with over 1.2 million owners worldwide benefiting from its superior fuel economy and ultra-low emissions for more than a decade. The 2010 model was poised to elevate these benchmarks, promising to “once again set new standards for innovative hybrid design and technology,” according to the official announcement. This included impressive EPA fuel economy estimates of 51 mpg city, 48 mpg highway, and 50 mpg combined, solidifying its position as a fuel efficiency champion.
Beyond fuel economy, the third-generation 2010 Prius brought notable enhancements in performance and design. Toyota highlighted improvements in cabin quietness and spaciousness, along with a suite of advanced standard and available features. These included selectable driving modes to optimize performance or efficiency, steering wheel touch controls with instrument panel display, an available moonroof integrated with solar panels for ventilation, and Intelligent Parking Assist (IPA) for enhanced convenience.
At the heart of the 2010 Prius was Toyota’s Hybrid Synergy Drive, a system recognized for its seamless integration of gasoline and electric power. The Prius achieved an Advanced Technology Partial Zero Emissions Vehicle (AT-PZEV) rating, demonstrating its commitment to environmental responsibility by emitting significantly fewer smog-forming emissions compared to average new vehicles. The new model featured a larger 1.8-liter Atkinson-cycle engine, contributing to a combined net horsepower of 134, a substantial increase over the previous generation, without compromising fuel efficiency.
Toyota prioritized safety in the 2010 Prius, equipping all models with the Star Safety System as standard. This comprehensive suite included Vehicle Stability Control (VSC), Traction Control (TRAC), Anti-lock Brake System (ABS) with Electronic Brake Force Distribution (EBD), and Brake Assist (BA). Furthermore, select Prius models, starting in fall 2009, were slated to include Toyota’s new Safety Connect telematics service, offering features like Automatic Collision Notification, Stolen Vehicle Location, and Emergency Assistance, adding an extra layer of security and peace of mind for drivers.
The 2010 Prius also incorporated a range of standard convenience features, enhancing the overall driving experience. These included automatic air conditioning with an electric air compressor, an AM/FM/MP3 CD player with six speakers and satellite radio capability, Smart Key system with Push Button Start, a Multi-Informational Display providing energy monitoring and fuel consumption history, and numerous other comfort and convenience features.
Several Toyota firsts debuted in the 2010 Prius, further showcasing Toyota’s innovation. These included a beltless engine design for improved efficiency, an electric water pump, a new exhaust gas recirculation (EGR) system, and an exhaust heat collection system. The Prius also introduced the Touch Tracer Display, designed to minimize driver eye movement, and an available remote air-conditioning system, operable via battery power, allowing drivers to pre-cool the car’s interior. Advanced options like Dynamic Radar Cruise Control and Lane Keep Assist further solidified the 2010 Prius as a technology leader in its class.
The announced toyota prius msrp for the 2010 Toyota Prius underscored Toyota’s commitment to delivering exceptional value, fuel efficiency, and advanced technology in a groundbreaking hybrid vehicle. With a range of trim levels and available features, the 2010 Prius was designed to appeal to a broad spectrum of buyers seeking a responsible and technologically advanced automotive choice.
| Standard Equipment | MSRP |
|---|---|
| Prius I | To be released at a later date / $21,000 |
| Prius II | $22,000 |
| Prius III | $23,000 |
| Prius IV | $25,800 |
| Prius V | $27,270 |
Note: Base MSRPs do not include a delivery, processing, and handling (DPH) fee of $750.
