2010 Prius starts at $21,000; one with everything* costs $32,500
by Sebastian Blanco on Apr 21st 2009 at 1:02PM 
2010 Toyota Prius - click above for a high-res gallery
Toyota has just announced the official prices for the five (!) trim levels for the new Prius that will go on sale in late May. The bare-bones version (which must be pretty bare, since Toyota isn't saying yet 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 all that). The most you can pay for a 2010 Prius this spring will be $32,520 for the Prius V trim 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 we 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.
Gallery: 2010 Toyota Prius - First Drive
[Source: Toyota]
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 1)
unni 1:42PM (4/21/2009)
Way cool idea, This is the best way to crush domestic industry , when they come up with volt at 40k , the Prius is at 20k and people will buy Prius and make GM to have a 20k loss on per volt. So again GM goes down. On the other side all the R&D for Prius came from japan govt , so Toyota has only gains.
Ford licensed the technology , so Toyota can make money when ford sells one car. so all money to Japan.
Reply
Gordio 1:50PM (4/21/2009)
That's a huge oversimplification. Only the license money goes to japan. Prius is still built here by americans, in american power plants. Most of the money stays here. Likewise, a lot of japanese cars in japan are not manufactured in japan.
You are right about GM volt costing 40k. There's no reason why that car should cost that much in the FUTURE where technology would be cheaper and reliable--it should only cost that much last year or 2 years ago.
unni 2:04PM (4/21/2009)
Prius is never built in America/North America.
Check Wiki:
Production 2009-present
Assembly Tsutsumi, Japan (Toyota City)
Kariya, Aichi, Japan
Chengdu, Sichuan, China (Chinese domestic market only)
Second : machines are the ones who build the cars, you need only base/minimum pay people to assemble ( just drive out of the plant, check some screws etc ) but for R&D you need good money and effort ( and all the knowledge for future is associated with R&D and not with assembly), if they find some country to build cheaper , they will move assembly it that place - now you know why china has a production plant.
Chinese looks smarter than Americans ( at least they have production there). Not just importing and advocating for imports.
Ziv 2:57PM (4/21/2009)
Unni, Ford doesn't pay Toyota a penny for the hybrid system patents, they traded the right to use Ford's direct injection patents for the right to use Toyotas hybrid patents . And now the generation II Ford hybrids are coming out which are even better technically. Ford's Fusion and the Gen II Escape are pretty good designs. Too bad they didn't build them two years ago when gas prices were at $4 a gallon. Also too bad that they only build 24,000 Hybrid Escapes a year. Complete failure to grab the Green Halo...
brn 6:14PM (4/21/2009)
unni, I'm sorry to see you've such a strong desire to see domestic industry fail. I'd get into that, but it's a lost cause.
As Ziv indicated, Ford doesn't pay Toyota a license fee. Contrary to popular belief (look it up on your beloved Wikipedia), Ford developed it's own hybrid technology. There were some conflicts at the patent office, so they made some trades. It's extremely common in industry. If Toyota ever develops direct injection or diesel cars, it's a Ford patent. Be sure to mention that when it happens.
From my understanding the Gen II stuff that Ziv mentions uses fewer (if any) of the Toyota patents.
On the Prius vs Volt issue, do we really need to repeat ourselves? They're two different beasts. One is a parallel hybrid and one is a series hybrid. The Volt will be the first commercially available series hybrid. It's apples and oranges.
Snowdog 7:01AM (4/22/2009)
More and more Ford is standing out as the "go to" domestic brand. They have, along with Toyota, the best hybrid system. Escape and Fusion are by far the best domestic hybrids.
Of course, Ford isn't bellying up to the taxpayer trough either. Ford doesn't push the Ethanol Boondoggle as much as GM. Ford has a really decent small car coming (Fiesta) which has previously eluded the D3.
Go Ford.
FitFan 2:38PM (4/21/2009)
unni, those "minimum wage" employees are making more than $100,000 per year at U.S. auto plants.
GM is responsible for GM's woes. They built crappy cars for too long, and they went crazy with the whole SUV fad.
Reply
DLG 3:30PM (4/21/2009)
Fitfan what "minimum wage" employees are you talking about? Toyota, Honda, Gm and ford all pay their assembly employees about $29 an hour before tax so while that isn't minimum wage they all make about $60,000 before taxes so a solid middle class wage from all the companys but not $100000 per year. I think your getting legacy cost mixed up in your idea of what their wages are, which is understandable because media does it too.
brn 6:16PM (4/21/2009)
$3600 for the solar option? Yikes!
Reply
vlad 11:10PM (4/21/2009)
Not exactly, the $3600 figure includes the $1800 for the navigation package. So its only $1800 extra for the solar roof.
brn 12:11AM (4/22/2009)
Good catch. I missed that.
Yikes / 2! :)
FitFan 12:06AM (4/22/2009)
You're correct DLG. I was thinking more about the cost of the employee, which is currently around $70/hr or about $140K per year. Still $60K for working on an assembly line ...
Reply
Snowdog 7:17AM (4/22/2009)
So what is wrong with $60K/year? Why is everyone so quick to jump on someone making a basic middle class wage.
Working for the D3 has long been a fulfillment of the American Dream. Henry Ford first decided that his workers should actually make enough money to buy the products they were building.
What jobs pay fairly? CEO driving us into the ground making Hundreds of millions? Investment bankers on wall street taking 6 and 7 figure bonuses while packaging up sub prime mortgages into "investment paper"?
It isn't auto workers that destroyed the D3, it is greedy/poor quality management. The reason Ford is still treading water is better quality management.
Layoff the little guy making a middle class wage.
And no I don't work as an auto worker. I work in telecommunications. I just get annoyed by the holier than though singling out middle class workers (already under enormous pressure). These guys aren't the problem, it is the poor management.
This country is full of parasites that make ridiculous wages and produce nothing (Investment bankers, lawyers, CEOs).
Enough with kicking the little guy when he is down.
Herm 6:36AM (4/22/2009)
if they would offer a plug-in lithium pack for $5k, 20 mile range.. how many would jump at that one?.. but most likely that option would cost $8k with today's battery prices plus packaging costs.
Reply
Tim 8:58AM (4/22/2009)
Any tax credits from OUR gov't should go to domestic brands that have already received OUR taxpayer funded "bailout" money. This will bring the (superior) Volt down to around $30K net.
The problem with tax credits is that you must NEED them to WANT them.
Reply
Mark Schira 1:35AM (4/24/2009)
@Snowdog, yes Ford probably is the national brand to choose, it sure like it's the one with the best future.
Only trouble here is that it's not so national as you would like. The big engineering for these small fuel efficient stuff happens in Cologne, made for the European market...
Maybe they build a few Focus in the US, but the bulk like direct injection engines is developed and build in Europe...
M.
Reply
godislove779 8:07PM (9/23/2009)
NOW NO WONDER NEEDS A PAY BACK FROM US.,FOR HIROSHIMA AND NAGASAKI.ITS ONLY FAIR TO PAY BACK FEW DOLLARS.