How do you redesign a car that has sold more than one million units worldwide since its debut in 1997? One that is beloved by owners as diverse as environmentalists, taxi drivers, celebrities and economically minded family commuters?

Very carefully.

With the redesign of the 2010 Toyota Prius, Toyota knew that it risked messing with success. The incredible gas mileage, the ultra-low emissions, the advanced styling and the family-friendly packaging: Toyota set out to enhance the best capabilities and features of the Prius without sacrificing its essence. The result seems to defy the laws of engineering—or, at the very least, automotive expectations.

The third-generation Prius is quicker, more powerful and more fuel-efficient. There’s more room inside, but the overall exterior dimensions of the car have hardly changed. There are many more technical innovations, yet the number and weight of parts in some key systems have been reduced. Is it really possible to have your Hybrid cake and eat it, too?

Yes, says Toyota, provided you know how to refine and innovate. Toyota started out by painstakingly refining and enhancing existing systems, including Prius’s acclaimed Hybrid Synergy Drive® system. It then stepped it up with a host of technological innovations. In fact, the development of the Prius required applications for more than 1,000 patents around the world.

MORE POWER, HIGHER MPG

The results speak for themselves. The 2010 Prius achieves an EPA–estimated combined average of 50* MPG, up from a combined 46* MPG in the previous generation. All this despite a bigger, more powerful engine that moves the car from zero to 60 in 9.8 seconds—more than a second faster than before, according to internal testing. How was this feat accomplished?

“Unlike most of its competitors,” explains Bob Carter, Toyota Division Group Vice President and General Manager, the new Prius “is an uncompromised hybrid, utilizing Hybrid Synergy Drive® that can run on either gas alone, electric power alone or a combination of both.” Carter adds that the new powertrain is “90 percent newly developed, with significant improvements over the previous generation.”

Among the improvements are a bigger, beltless 1.8-liter gas engine with 98 horsepower that runs at lower RPMs at highway speeds for more relaxed driving and better fuel efficiency. Hybrid components including the inverter, motor and generator are smaller and lighter. A new exhaust gas recirculation system and electric water pump contribute to a more efficient hybrid system with total net horsepower of 134. Further reducing power consumption are available LED headlamps and taillights and an innovative air conditioner that is the world’s first to function on battery power alone. The air conditioner can be remotely operated, so the driver can adjust the interior temperature even before getting into the car.

The 2010 Prius offers three driving modes: EV-Drive, for using battery power alone at low speeds; Power Mode, for sportier driving; and Eco Mode, which helps drivers achieve their best mileage. Fuel efficiency can be monitored through an improved multi-information display that features fuel-consumption history, energy flow and a hybrid-system indicator.

EVOLUTIONARY DESIGN

Toyota styled the new Prius not only to carry forward the recognizable “dynamic triangle form” but also to improve aerodynamics and interior space. “Its silhouette is iconic,” says Carter. “You can spot a Prius from 100 yards away.”

The sleek design has been further enhanced with a more dynamic exterior, underbody panels, sharp corner edges and a longer spoiler. The Prius is now one of the world’s most aerodynamic vehicles, which helps reduce wind noise and boost fuel mileage.

Designers moved back the peak of the roof almost four inches to improve rear passenger headroom. Increased rear legroom and cargo space add up to five more cubic feet of interior space than before—despite very similar exterior dimensions. Up front, the shift knob has been moved from the instrument panel to an integrated center console that ergonomically orients key controls to the driver’s fingertips.

ENHANCED PERFORMANCE & SAFETY

The new Prius is even more fun to drive, and its safety has been further enhanced. A new platform offers improved handling stability while improved sound insulation and vibration damping provide a quieter ride. New four-wheel disc brakes, super-high tensile steel and Toyota’s STAR Safety System (Anti-Lock Brakes; Electronic Brake Distribution and Assist; Electronic Traction Control; and Vehicle Stability Control) combine to offer top-of-class collision avoidance and protection.

Newly available is Dynamic Radar Cruise Control. The optional system also enables a lane-departure warning feature called Lane Keep Assist (which alerts the driver with a tone to help them stay safely within the lane) and the Pre-Collision System, which retracts seatbelts and applies the brakes when it detects an imminent collision.

If a crash does occur, a new optional subscription service for the 2010 Prius called Safety Connect (available starting this fall) will undoubtedly provide ample peace of mind. Using embedded cellular and GPS technology, Safety Connect links vehicles with central call centers where operators are on hand 24/7 to help out. Specifically, the service offers the following bundled services:

  • Automatic Collision Notification: If the airbags deploy or the car sustains a severe rear collision, the call center is automatically alerted so local emergency services can be contacted.
  • Stolen Vehicle Location: If the car is stolen and the owner files a police report, a tracking feature aids authorities in the vehicle’s recovery.
  • Emergency Assistance Button (SOS): By touching a button, the driver can reach an operator who will assist with emergency situations.
  • Roadside Assistance: Available services include towing, jump-start, flat-tire replacement and fuel delivery.

ADVANCED TECHNOLOGY FEATURES

“Prius owners are advocates of innovation and embracers of new technology,” says Carter. That’s why the new Prius adds some intriguing new features made possible by cutting-edge technologies.

In order to realize what Toyota calls “sustainable mobility,” the Prius uses plant-derived, carbon-neutral plastic—“ecological plastic”—in various parts including seat-cushion foam, inner and outer scuff plates, and deck trim cover.

Another high-tech, environmentally friendly feature is the newly available moonroof and ventilation system. The sliding glass moonroof is packaged with solar panels located over the rear seating area. When the Prius is parked and the engine off, a solar-powered fan prevents the interior temperature from rising too high, thus making cool-down time shorter when the driver returns, reducing the load on the air conditioner.

A first-of-its-kind system called Touch Tracer uses sensors on the steering wheel to help reduce eye movement and improve driver concentration. When the driver touches the audio or information switches, a duplicate image is displayed on the instrument panel, directly in front of the driver.

Yet another technology innovation is the available next-generation Intelligent Parking Assist, which helps drivers guide their cars into tight spaces.

Clearly, the third-generation Prius has much to live up to, but there will be an even larger pool of potential buyers to impress. According to Carter, the 2010 Prius will be available in 80 countries—nearly twice as many as its predecessor.

For more information, contact your local Toyota dealer or visit www.toyota.com/prius.

2010 PRIUS ACCESSORIES

It’s tough to make the world’s best-selling hybrid vehicle any more appealing, but here are a few items to consider adding. Help keep the interior looking new with all-weather floor mats and a cargo mat, or choose carpet floor mats instead; maintain order in the rear quarters with a cargo net and tote; be prepared for the unexpected with an emergency assistance or first-aid kit (or both!); and enhance your audio options with an interface kit for your iPod or XM satellite radio (or both!).

*2010 Prius preliminary combined highway/city MPG estimate determined by Toyota. EPA estimates not available at time of publishing.
Actual mileage will vary.

“MORE VEHICLE ACCESSORIES: CHECK OUT THE VENZA, CAMRY AND HIGHLANDER FEATURES.”