2010 Toyota Prius to be priced competitively with the 2010 Honda Insight

Toyota has notified its Japanese dealers that it will price the new 2010 Toyota price at 2.05 million yen ($20,750 USD) which is right on par with the new 2010 Honda Insight. The move is Toyota’s latest response in the hybrid war between the Prius and Honda Insight.

Still, that might not be enough to entice treehuggers to go with the Prius over the Insight. Japanese dealers say that the base model of the 2010 Pius starts at 2.05 million yen ($20,750 USD) which is the same as a middle-trim Insight. The top-of-the-line 2010 Insight goes for 2.21 million yen ($22,370 USD) while the Prius runs all the way up to 3.27 million yen ($33,100 USD).

No word on whether if Toyota will make the same move in the U.S., but according to Automotive News, aggressive U.S. pricing is very likely. The 2010 Honda Insight went on sale in the U.S. in March with prices starting at $20,470. The third-generation 2010 Prius is expected to start around $24,000.

The current Toyota Prius starts at 2.331 million yen ($23,590 USD) in Japan.

2010 Toyota Prius:



2010 Honda Insight:


– By: Kap Shah