2010 Toyota Prius

When gasoline prices hit record levels in the first half of 2008, interest in hybrid-powertrain vehicles shot upward, too. Suddenly, fuel-efficiency took precedence as a reason to buy a particular car. A few months later, as gas prices sunk back below $2 a gallon, that enthusiastic burst of hybrid popularity quickly eased. Customers started to revert to past habits, turning to bigger and less-frugal automobiles.


Though hybrid-powertrain vehicles make up only a small percentage of total U.S. sales, Toyota occupies the top spot, led by the well-known Prius. People who know little about hybrids have heard plenty about the Prius, which debuted as a 2000 model and was redesigned to larger dimensions for 2004. Now for 2010, Toyota is about to launch a third-generation Prius, similar in appearance to its predecessor but boasting a flurry of technical improvements.

More Power, Improved Mileage

First off, a bigger (1.8-liter) four-cylinder gasoline engine has been installed. Yet, fuel economy has improved. The current Prius gets a gas-mileage estimate from the Environmental Protection Agency (EPA) of 48 miles per gallon in city driving and 45 mpg on the highway. Toyota claims 51 mpg city/48 mpg highway for the 2010 model. Because the new engine delivers more torque, it runs at lower rpm at highway speeds, thus consuming less fuel. At the same time, carbon dioxide emissions are reduced.


Ed La Rocque, Toyota's national small car manager, notes that the powertrain is 90 percent newly developed. The continuously variable transmission (CVT) is 20 percent lighter this time around. Aerodynamic efficiency also is a factor in the fuel-economy boost. At 0.25, the drag coefficient of the 2010 Prius is "one of the best in the world for a production car," according to La Rocque.

Restyled Inside and Out

Anyone familiar with the second-generation Prius won't mistake this new Prius for anything else. Built on the same 106.3-inch wheelbase as before, the 2010 model is less than an inch longer overall. Height is unchanged, and the new model is slightly wider. All-disc brakes now are standard. Most notably, the roofline has been moved back about four inches, and the rear spoiler is flatter. Up front, the grille opening is smaller, but the lower opening is larger. Squared-off sections at each bumper promise aerodynamic improvement. LED headlamps (including washers) are available in a Technology Package.


Inside, occupants get more rear headroom and leg space. Contouring of front seatbacks boosts rear knee space. Cargo space has grown to 39.6 cubic feet, with rear seats folded. Atop the dashboard, the three-section multi-information display includes details of hybrid-powertrain operation. All Priuses now have automatic climate control. A new lever raises and lowers the driver's seat, and the gearshift lever has moved closer to the driver. Leather upholstery is available. So is a Solar Roof. Optional remote air conditioning is said to be the first in the world.

Safety and Technology

Seven airbags are standard, including a new driver's knee airbag. Active front headrests are installed. Toyota will offer a selection of helpful safety features, including a Lane Departure Warning system and Lane Keep Assist. Also available is Intelligent Parking Assist, said to be simpler to use than the system on the Lexus LS. A Pre-Collision System is included in the Technology Package.