2010 Toyota Prius IV

Third-generation sedan raises the bar for hybrid performance

By Nina Russin

2010 Toyota Prius

Prius is a Latin word meaning “to go before.” That’s exactly what Toyota did, prior to unveiling the original hybrid sedan in 1997. Ten years before the great recession and record-breaking oil prices, Toyota invested heavily in alternative fuel technology.

Rather than outsourcing, the automaker kept Prius development in-house. Doing so cost more, and slowed the process down. But once accomplished, it also set Toyota up for a leadership position in what has turned out to be a burgeoning market.

Today, Priuses are everywhere: I see almost as many used by cab companies and delivery services as I do privately-owned vehicles. While the federal tax credit helped to stimulate sales early on, it can’t account for the car’s overwhelming popularity.

The reason the Prius is so popular is because it’s easy to live with: durable enough for four-season climates, with a surprisingly versatile interior. Since the nickel-metal hydride battery recharges using regenerative energy, owners don’t have to fuss with plugging the car in.

This year, Toyota introduces the third-generation Prius, with better fuel economy than the model it replaces, and some compelling new features. An optional solar roof panel powers a remote air conditioning system that pre-cools the car. The new model is also safer, with a standard driver’s knee airbag, and available adaptive cruise control with lane keep assist. Read the rest of this entry »