Toyota puts a price on the 2010 Generation 3 Prius

We've been eagerly awaiting Toyota's final pricing on the new 2010 Prius. Knowing that Honda recently slapped down a beat-that-if-you-can sticker of $20,470 on the 2010 Insight, we figured that Toyota would come back with a nice, tight, and competitive counter-punch. How'd they do? Well, not too shabby. With the Prius I package set at $21,000 even, they didn't exactly beat Honda's price. But then, considering Prius's sterling reputation and devoted following, they really didn't have to. They just had to be close, and that they've done. Accordingly, group vice president and general manager of the Toyota Division, Bob Carter said, “The 2010 Prius delivers outstanding mileage, performance and advanced technology at a great price.” Scott spent some time behind the wheel of Prius G-3 at Toyota's Media Preview Event, and he enthusiastically says, "Yes, Bob, I agree."

Truthfully, we're a little surprised that Toyota went so low. In our blog announcing Honda's Insight price, we said, "Expect Toyota to fire back with a probably pricier, but much-improved 2010 Prius in late spring 2009." And in our initial Preview test drive of the Generation 3 Prius, we guessed the price to be somewhere in the $23,000ish range. So yes, we're a bit surprised, but very tickled, that Toyota "got real price competitive." We've said it before about Prius versus Insight, and we'll say it again, "Oh, this little hybrid war is going to be fun to watch. Will price win? Will reputation win? Will value win? Let the games begin."

2010 Generation 3 Prius © Scott Gable