The Car and Truck Fleet and Leasing Management Magazine

2010 Prius Has Starting MSRP of $21,000

May 12, 2009

TORRANCE, CA --- Toyota Motor Sales U.S.A. announced that the 2010 Prius midsize hybrid 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.

Bob Carter, group vice president and general manager of the Toyota Division, 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.

The 2010 Toyota Prius will offer EPA fuel economy estimates of 51 mpg city, 48 mpg highway and 50 mpg combined (EPA MPG estimates, actual mileage will vary). The car will also offer such available features 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 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 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.

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.


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