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Top 2009 News: Toyota Announces Prices for 2010 Prius

December 28, 2009

Original post date: April 23, 2009

TORRANCE, CA - Toyota Motor Sales (TMS), U.S.A. Inc., announced manufacturer's suggested retail prices (MSRP) April 21 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. 

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. 

When it goes on sale, the 2010 Toyota Prius will feature an estimated EPA fuel economy of 51 mpg city, 48 mpg highway and 50 mpg combined. 

The third-generation 2010 Prius will offer enhanced performance and innovative design features, according to the company. 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 moon roof 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 more than 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. 

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.


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