Toyota releases new EX-grade second-gen Prius in Japan
Sometime in early 2008, about when it became clear that Honda was planning to price its then upcoming Insight hybrid very aggressively, rumors began to circulate that following the release of the redesigned third-gen Prius, Toyota might continue selling a de-contented second-generation version in order to compete. Ultimately, Toyota confirmed that plan, although the decision was made to offer the old Prius only in Japan. That model, now labeled as the Prius EX, goes on sale in its home market, mostly to fleet customers, starting June 8.
The EX is only available in black, silver or white with a grey interior (the car shown above is a 2009 U.S. model as Toyota has not released images of the new EX). Dual stage airbags and air conditioning are standard but luxury items like hub caps and fog-lights will now be dealer-installed options. The base price of the Prius EX is about $19,700 at current exchange rates (1,890,000 yen, the exact same base price as the Honda Insight in Japan) and Toyota hopes to sell about 2,000 a month.
Toyota VP for communications Irv Miller explained to us that the company opted not to offer this model in the U.S. because updated on-board diagnostics regulations for 2010 would require a significant amount of software development that would negate any savings from offering the older model.
[Source: Toyota]
Toyota to Release New 2G 'Prius' Grade-'EX'
Tokyo - TOYOTA MOTOR CORPORATION (TMC) announces that it will release a new grade of its second-generation "Prius" aimed mainly at fleet customers. The competitively priced "EX" Prius is to be sold through "Toyota" and "Toyopet" dealer channels, starting on June 8.
The EX will be available in three colors-Super White II, Silver Metallic and Black-with a gray interior, and will come with a color-coded front grill. It will feature the same basic safety and comfort elements of the "G" and "S" grades that it replaces, such as dual-stage Supplemental Restraint System (SRS) airbags up front and an electric inverter-controlled automatic air-conditioning system with humidity sensor.
But hubcaps, front fog lights and other equipment have been made dealer options, rather than standard, to better suit fleet users' needs.
The total monthly sales target is 2,000 units.
Manufacturer's Suggested Retail Price (Prices in Hokkaido and Okinawa differ)
Grade Hybrid System Powertrain Price* (including
consumption tax)
EX THS II (Toyota Hybrid System II) Front-engine,
front-wheel drive 1,890,000 yen
*Excludes recycling fees
Reader Comments (Page 1 of 1)
guyledouche 1:48PM (5/18/2009)
When will the American government stop with these bullsh*t regulations? This is what is truly choking our auto industry right now and our ability to compete and be innovative like we once were. What new 2010 reg could possibly require the 2nd gen prius to be more efficient? Something has got to give or the big wigs are simply going to choke us out.
Soon they're going to require that all vehicles have 40 airbags, 90 computers, and 1000 safety features, 95% of which are totally unnecessary. This is why Europe is now pulling way ahead of us in every way and why we will all be gasping for air in more ways than one in a short period of time.
- Disgruntled AMERICAN EV and hybrid advocate
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Jon 3:45PM (5/18/2009)
I live in Europe and we have far more regulations than you.
guyledouche 4:24PM (5/18/2009)
Well, I am not in the industry, I am an electrical engineer by trade, so I cannot quote exact facts. The question I pose though is why do we not have G-Whiz cars, street legal daihatsu mini trucks, full size EV's, clean diesels and other more economical and enviro-friendly cars available here like they are in England, France, ETC...? I understand that we are a bit more picky about things like small cars, pre-conceived notions about diesel, EV range, etc... BUT that is not why they are not for sale here. There is still a HUGE market here for the aforementioned vehicles without a doubt.
Answer - because they do not meet our overly stringent safety or emissions standards.
It costs a US car company something like 100 million dollars to get one of their new models through all of the red tape here in the US. For a small start up EV company, that is just too big of a pill to swallow and they either go under or go across the pond.
BOTTOM LINE -- EVERYONE that actually makes decisions here in the US regarding these matters (Auto-makers, Gov''t) are going to fight tooth and nail to make it harder if not impossible for smaller more eco-friendly and ZEV cars and trucks to come to fruition. Not all, but most of them profit in some way from Big Oil, whether from kick backs or stocks or whatever other way, many people in these positions benefit when Big Oil makes the obscene profits that they make. Anything that will reduce the demand for their product is not good for their business and the effect trickles down from there. It is sad but true.
I dont know enough about the laws or regulations to agree or disagree about your point on whether we have harsher regs than Europe, but my point is that we need to WAKE UP before it is too late.
I would like to start a family next year, but not if we keep going down this path.
Rick 2:14PM (5/18/2009)
Hubcaps are dealer installed EXTRAS!?!?!?!
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Chris M 4:46PM (5/18/2009)
Fancy aluminum / magnesium wheels don't need them. Steel wheels would look dull and boring without hubcaps, but would work just fine. Hubcaps are not, strictly speaking, a necessity, so they could be eliminated to save a few bucks.
But I wonder what else is left off to shave the price? The Prius had quite a few sluxury features such as power windows, power door locks, power side mirrors, and climate control that came standard, those could be replaced with less expensive equipment to cut prices, if necessary.
Steve 4:30PM (5/18/2009)
I think the Toyota VP's comments are disingenuous. The "updated" EPA regulation for 2010 only applies to vehicles over 14000 lbs. The light-duty on-board diagnostics rule was published in 2005, with companies expected to meet the OBD requirements in the 2008 model year vehicles.
http://www.epa.gov/otaq/regs/im/obd/regtech/light.htm
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