Toyota fights back- prices new Prius lower at $21,000

Published April 21, 2009 by Zane Merva

Filed Under: Hybrids/Green, New Models, Pricing & Stats

In an effort to curb the price appeal of the new Honda Insight, Toyota will price the new 2010 Prius $1,000 lower than its predecessor and will start at $21,000.

Much speculation has floated around ever since Honda set the base price of the new Insight at $19,800. Prius affectionados cried for Toyota to drop the price on the recently unveiled 2010 3rd gen. Prius sales have also dropped off a cliff since gas prices have come down to more reasonable levels.

The 2009 Prius is currently listed as starting at $22,000. The $1,000 drop to $21,000 narrows the gap between the Honda Insight to $1,200.

There is a few caveats to the pricing announcement however. The Prius I model- that holds the lowest starting price won’t go into production right away. The Prius II will debut at the same $22,000 price point as the outgoing model. The base price also does not include at $750 delivery charge.

Official Toyota Press Release

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 (ATPZEV),
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^TM 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^TM, 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 airconditioning
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 ► 1.8-liter Atkinson cycle engine $22,000
► 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^TM 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
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)