2010 Toyota Prius

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The all-new 2010 Toyota Prius will once again set new standards for innovative hybrid design and technology, raising its level of convenience features and performance to new heights, including a combined EPA estimated fuel efficiency rating of 50 miles-per-gallon.

Celebrated as the benchmark for cars of the future, the Prius has delivered superior fuel economy and ultra-low emissions to more than 1.2 million owners worldwide for more than 10 years.

The midsize third-generation 2010 Prius offers even better mileage ratings, enhanced performance, and innovative design features. It is quieter, roomier, and equipped with advanced standard and available features such as a moonroof with solar panels, four driving modes, Intelligent Parking Assist (IPA) and steering wheel touch controls that display on the instrument panel.

"The Prius has evolved with our customers over the past 10 years and is now more things to more people," said Bob Carter, group vice president and general manager, Toyota Division. "It's environmental, innovative, and practical. It's an everyday car for everyday use, and when it goes on sale a few months from now, we believe that its new features will appeal to returning owners, while at the same time attract buyers who are looking for innovative technology with a hybrid powertrain."

Prius entered the market in 1997 as the world's first mass-produced hybrid. The name Prius, "to go before" in Latin, became symbolic of a car that was launched even before environmental awareness had become a mainstream social issue.

From the beginning, Toyota's full-hybrid system was developed almost entirely in-house and has become a driving force behind advanced vehicle technology. The company's exclusive Hybrid Synergy Drive System was introduced in 2004 on the second-generation Prius. Since then, more than 700,000 have been sold in the U.S.

In designing the new, third-generation Prius, Toyota engineers combined a careful refinement of existing systems with an aggressive measure of new technology necessary for the future of automobiles.

During the development of the Prius, more than 1,000 applications for patents were filed worldwide.

The new Prius was built using processes that reduce pollution in every stage of vehicle life, from production and driving, through to disposal.

The third-generation Prius extends its record of continuous improvement in fuel economy. The first-generation Prius, which was rated 41 EPA combined mpg, was replaced by the current model, which is EPA rated at 46 miles per gallon (mpg), combined city/highway. Using a combination of technologies, fuel efficiency was increased to an EPA estimated city/highway mpg rating of 51 in the city, 48 on the highway and a combined 50 mpg for the new Prius.

A larger and more powerful 1.8-liter Atkinson-cycle, four-cylinder engine produces 98 horsepower at 5,200 rpm in the new Prius. Together with its electric motor the hybrid system in the new Prius generates a combined net horsepower of 134, an improvement of 24 horsepower over the previous generation.
Contrary to conventional wisdom, the larger engine actually helps improve highway mileage. By making more torque, the new engine can run at lower average rpm on the highway. When operating at lower rpm, the new engine uses less fuel. Mileage is especially improved in cold-start conditions and at higher speeds.

Use of an electric water pump and a new exhaust gas recirculation (EGR) system also contribute to the engine's efficiency. The 1.8-liter Prius engine is the first Toyota power plant that requires no belts under the hood for better fuel economy and less potential maintenance.

A multi-information display panel that monitors fuel and energy consumption is standard. It provides feedback on the Prius' efficiency using three different displays to help the driver acquire economical driving habits.

Unlike most other hybrid vehicles available, Prius has been an uncompromised "full" hybrid since introduction. This allows it to run on engine alone, battery alone, or a combination of both. The system blends the best of parallel hybrid and series hybrid designs to achieve the ability to operate on the electric mode alone, and to charge the batteries while the car is running.

The patented Hybrid Synergy Drive system in the 2010 Prius is 90 percent newly-developed with significant improvements over previous models.

• The transaxle is lighter in weight and reduces torque losses by as much as 20 percent compared to the previous model.
• The inverter, which converts direct current to alternating current, has a new direct cooling system to reduce size and weight.
• Taken together, the inverter, motor and transaxle are smaller and 20 percent lighter.
• A newly developed electronically controlled regenerative braking system has been adopted, with control logic optimized to enhance regeneration.
  The new Prius offers three alternative driving modes. EV Mode allows driving on battery power alone at low speeds for about a mile, if conditions permit. There is also a Power Mode, which increases sensitivity to throttle input for a sportier feel, and an Eco Mode, which helps drivers achieve their best mileage.

The new Prius is certified as a Super Ultra Low Emission Vehicle (SULEV) and an Advanced Technology Partial Zero Emissions Vehicle (AT-PZEV) in California, as well as those states adopting California emission standards. The AT-PZEV certification requires the SULEV exhaust standard linked with the ability to meet a zero-fuel-evaporative standard, a 150,000-mile durability demonstration, extended emissions system warranty, and technology deemed by the California Air Resources Board (CARB) to advance future fuel cell vehicles. In the rest of the country, Prius is certified as Tier 2, Bin 3. The new Prius produces over 70 percent fewer smog-forming emissions than the average new vehicle.

In designing the new Prius, aerodynamic performance was an important factor. The goal was to create a beautiful silhouette, while not compromising function. Designers preserved the dynamic triangle form of the current model--instantly recognizable as a Prius--but made alterations to the overall profile, pillar position and angle. The front pillar, extended forward, helps refine the performance-focusing, shaped form.

The overall height of the Prius is the same, but the roof profile is altered by moving the top of the roof 3.9 inches to the rear. This emphasizes the wedge shape, and also allows for enhanced rear headroom and improved aerodynamics.

The design of the new Prius' front and rear corners are sharp, sporty and aerodynamic. Strong side character lines, rising from front to rear, define the glazed geometric shape. Viewed from the rear, wider rear treads provide a solid, firmly rooted stance.

Dimensionally, the new Prius has the same wheelbase as the current generation. Overall length is slightly increased by 0.6 inches, in part by moving the front cowl forward.

The new Prius received more wind tunnel hours of testing than any other Toyota in history, resulting in one of the cleanest aerodynamic profiles of any mass-produced vehicle in the world. By focusing on the shape of the body, underfloor, wheelhouse liner and shape of the wheels, the designers of the new Prius were able to reduce the coefficient of drag (Cd) value to 0.25, compared to 0.26 for the previous model. The airflow under the car was studied extensively. Engineers made changes to the shape of the fender liner, front surface of the underfloor, and added a fin at the rear floor cover.

Rear-Seat Leg Room
With new space-saving contoured front seats, the rear-seat leg room of the 3rd generation Prius has been enhanced for your comfort.

Touch Tracer Display
Touch Tracer Display allows steering wheel controls to read out on the instrument panel, helping to reduce driver eye movement, for better concentration on the road.

Solar Roof^{1, 2}
When the vehicle is parked in direct sunlight, the available solar panels power a fan that can bring in outside air, cooling the cabin close to outside air temperature.

Lane Keep Assist^{3, 4}
Available Lane Keep Assist (LKA) is designed to help keep the vehicle in the lane by applying a brief corrective steering force and issuing warnings when an inadvertent lane departure⁵ is detected.

Bluetooth® ⁶ Music Streaming ⁷ and Satellite Radio ⁹
The available audio system in Prius III, IV and V allows you to stream music files stored on your stereo Bluetooth®-enabled phone directly to the car's audio system or enjoy the available satellite radio.

Dynamic Radar Cruise Contro ^10,11
To help make long distance drives easier, the available Dynamic Radar Cruise Control (DRCC) senses the vehicle traveling ahead and automatically adjusts the speed to allow for a preset following distance between your vehicle and the vehicle traveling directly in front of you.

Eco Mode and Power Mode
By pressing the Eco mode button, the sensitivity of the gas pedal is reduced to help maximize fuel economy--Prius is rated to receive an estimated 50 mpg. ¹⁰ By pressing the Power mode button, the sensitivity of the gas pedal is increased for a more responsive driving experience.

50 MPG-RATED ¹¹
The 3rd generation Prius gets an estimated 50 miles per gallon rating. ¹²

Intelligent Parking Assist ^13,14
Available Intelligent Parking Assist helps guide Prius into parking spaces. At the press of a button, the car steers and virtually drives itself, only requiring soft braking by the driver to stop the vehicle in the parking spot.

Efficient Design
The 3rd generation Prius received more wind-tunnel hours of testing than any other Toyota in history, resulting in one of the most aerodynamically efficient mass-produced vehicles in the world: just 0.25 drag coefficient (Cd).

Pre-Collision System ^{15, 16}
Available in the 3rd generation Prius, the system is designed to determine if a frontal collision is imminent, and automatically apply the brakes and retract the front seatbelts to help lessen the severity of impact.

Cargo Capacity ¹⁷
Classified by the EPA as a mid-size car, the 3rd generation Prius is wider, longer and offers increased cargo capacity.

EV Mode ¹⁸
In normal mode, Prius uses its gas engine, electric motor and generator to achieve a balance of performance and efficiency. Prius can also operate in three additional driver-selected modes for special types of driving: EV mode, Eco mode and Power mode.

* 2010 EPA 51/48/50 city/highway/combined mpg estimates. Actual mileage will vary.

1. The Solar Powered Ventilation System uses a fan to draw outside air into the cabin, lowering cabin temperature near outside ambient temperature. Must be turned on prior to leaving vehicle, must be parked in direct sunlight.

2. Available on Prius III and IV only.

3. Lane Keep Assist is designed to read the lane markers of certain roads and apply slight torque to the steering wheel to help keep the car in the center of the lane. It is not a collision avoidance system and is not a substitute for safe and attentive driving. System effectiveness depends on many factors. See your Owner's Manual for further information. 

4. Available on Prius V only. 

5. Lane Departure Warning is designed to read the lane markers of certain roads. If the vehicle approaches the outer limits of its lane, the system sounds a warning tone and applies slight torque to the steering wheel to notify the driver that corrective action may be required. It is not a collision-avoidance system and is not a substitute for safe and attentive driving. System effectiveness depends on many factors. See your Owner's Manual for further information.

6. Performance of Bluetooth®-compatible phones will vary based on phone software version, coverage and your wireless carrier. See toyota.com for more details. 

7. Requires Navigation Package. Not available on Prius II. 

8. Functioning satellite radio requires satellite radio compatibility, receiver and satellite monthly service fee. See your Toyota dealer for further details.

9. Dynamic Radar Cruise Control is designed to assist the driver and is not a substitute for safe and attentive driving practices. Please see your Owner's Manual for important instructions and cautions. 

10. Available on Prius V only.

11, 12. 2010 EPA 51/48/50 city/highway/combined mpg estimates. Actual mileage will vary.

13. Intelligent Parking Assist requires driver brake control. Always look around outside the vehicle and use mirrors to confirm clearance. 

14. Available on Prius V only.

15. The Pre-Collision System is designed to help reduce the crash speed and damage in certain frontal collisions only. It is not a collision-avoidance system and is not a substitute for safe and attentive driving. System effectiveness depends on many factors, such as speed, driver input and road conditions. See your Owner's Manual for further information. 

16. Available on Prius V only.

17. Cargo and load capacity limited by weight and distribution.

18. There is less noise when driving in hybrid electric-only mode; be alert to your surroundings