The FutureWow 2010 Toyota Prius: Now available, now for everyone

Canadians coast-to-coast lead the sustainable mobility revolution as the first owners of the next-generation Prius, embracing a suggested starting price below the 2009 model it replaces

The sustainable mobility revolution is accessible to all Canadians, as Canada's first drivers from coast-to-coast are picking up the keys to their own all-new 2010 Toyota Prius – the tech-savvy third-generation evolution of the full-hybrid passenger car that started it all.

Think you know who’s driving Prius hybrids these days? Think again! Actors, climate change presenters, driving instructors, civil servants and dairy farmers from across Canada are set to become the very first owners of the all-new, 3rd generation 2010 Toyota Prius, proving that this new hybrid really is for everyone. Loaded with innovation and featuring more than 1,000 patents, the 2010 Toyota Prius arrives at Canadian Toyota Dealers with an equally impressive price tag: starting at just $27,500, the lowest ever manufacturer’s suggested retail price (MSRP) for a Prius in Canada, next-generation Prius costs less than its 2009 model predecessor. Even more Canadians will find the world’s ambassador for environmentally responsible personal transportation a perfect choice for their lifestyle.

 “The pursuit of environmental sustainability will deliver real and sustainable success in the auto sector with innovative vehicle designs that Canadians demand – vehicles reduce fuel consumption and emissions, yet deliver what Canadians want – our first owners know that,” Mr. Orton continued. “With the new, third-generation Toyota Prius, we deliver a viable roadmap for the future of personal transportation.  Its performance and driveability will delight, while its midsize lift-back form gives it amazing versatility. The product of more than 1,000 new patents and five trim levels, the new 2010 Toyota Prius delivers the future now.”

Also launching today is the all-new 2010 Prius microsite. Canadians can visit www.prius.ca to learn more about the innovative technology found in the hybrid through new multimedia. The 2010 Toyota Prius – the next generation of the world’s only million-selling hybrid alternative to the conventionally-powered automobile – delivers more of what Canadians are looking for… and less of what they’re not:

- More performance, thanks to a Hybrid Synergy Drive that is 90 per cent newly-developed, with significant improvements over the system used in previous Toyota hybrid models. The 2010 Prius improves power by 22% while simultaneously improving fuel consumption by 7% compared to the current generation.

- Less money at the gas station, thanks to improved fuel consumption of an estimated 3.8 L / 100 km combined – the 2010 Prius is the only model on the road that beats the 2009 ecoENERGY award winner for Most Fuel-Efficient Mid-Size vehicle - the 2009 Prius. In fact, according to Transport Canada’s ecoENERGY Fuel Consumption Guide, the new 2010 Prius will be the most fuel-efficient on the road today.

- More innovation, in the form of more than 1,000 patents covering everything from essential performance and safety systems to available comfort and convenience features.

- Less resistance, thanks to an aerodynamic body design that delivers Toyota’s best coefficient of drag (Cd) of 0.25, thereby improving fuel efficiency and reducing road noise.

- More versatility, thanks to the ample and flexible liftback design and improvements to boost winter performance.

- Less worry, from a decade’s worth of experience in building and maintaining top-quality hybrid vehicles.

- More comfort, from additional rear-seat legroom to Toyota’s first available solar-powered ventilation system that pre-cools the Prius cabin in summer.

- Less footprint, thanks to the new Prius’ ability to operate in electric-only mode, improved fuel efficiency, reduced emissions, and the use of environmentally-responsible manufacturing methods and materials, such as plant-derived, carbon neutral plastics and available LED headlights.

- More safety, with a full suite of vehicle control systems, active headrests and seven airbags as standard equipment.

The 2010 Prius leads the future now with trims that create value for everyone:

- The well-equipped 2010 Toyota Prius (MSRP starting at $27,500) is a versatile five-passenger liftback powered by a specially designed Toyota Hybrid Synergy Drive system that delivers up to 134 net horsepower from its gasoline engine and electric motor, plus a combined city/highway fuel efficiency of 3.8 L per 100 km and a Tier 2 Bin 3 emissions rating. This full-hybrid that started it all is capable of operating in electric-only mode in addition to gas only and gas-electric combination, the 2010 Prius captures and stores energy through a regenerative braking system and comes standard-equipped with innovative features such as the Eco Driver monitor; an automatic temperature control system; high solar energy absorbing window glass with UV protection; the Toyota Smart Key system with driver door-handle touch sensor for locking/unlocking and push-button start; Toyota’s active front headrests with whiplash protection; efficient, high-visibility LED brakelamps; and more.

- Those looking for additional features can order the 2010 Toyota Prius + Premium Package (MSRP starting at $29,610), which adds an upgraded JBL Audio system with Bluetooth® capability, integrated XM Satellite Radio, six-disc CD changer and eight speakers; an integrated garage door opener; driver and front passenger footwell lamps; a front passenger door-handle touch sensor for locking/unlocking; and an auto-dimming rear view mirrors with integrated backup camera.

- Climbing into a hot car at the height of summer is never comfortable – at least, until now. The 2010 Toyota Prius + Premium Package with Solar Panel (MSRP starting at $31,110) includes the same added features as the Premium Package, plus a power moon roof equipped with solar cells and remote air conditioning system that pre-cools the cabin and keeps it comfortable – even when the Prius is parked.

- Those using their Prius for daily commutes or long drives will enjoy the 2010 Toyota Prius + Touring Package (MSRP starting at $31,345), which maximizes comfort and drivability with a special suite of features, including: a premium JBL Audio system featuring a six-disc CD changer, eight speakers, integrated XM Satellite Radio capability, and Bluetooth® capability; integrated garage door opener; driver and front passenger footwell lamps and illuminated doorsill trim; a front passenger door-handle touch sensor for locking/unlocking; an auto-dimming rear view mirrors with integrated backup camera; LED headlamps with the Toyota Auto-levelling Headlamp System, headlamp washers and fog lamps; and larger, P215/45R17 tires on 17” aluminum alloy wheels.

- The 2010 Toyota Prius + Technology Package (MSRP starting at $36,565) delivers maximum FutureWow benefits by building on the Premium Package with Solar Panel. Additional features include: water repellent front door glass; a voice-activated DVD navigation system with backup camera; the Toyota Intelligent Parking Assist system; Dynamic radar cruise control and Toyota’s Pre-Collision System. The whole is wrapped in additional comfort and style, including: Leather seat surfaces; Heated front seats; Leather-wrapped steering wheel; Auto-dimming rear-view mirror; and front illuminated doorsill trim.