UPDATED: 2010 Toyota Prius Pricing: From $21,000

April 21, 2009

Want a 2010 Toyota Prius? It'll set you back less than you think.

Pricing for the 2010 Prius is set to start at $21,000, which is a full $1,000 less than the 2009 model. It's safe to assume--really safe--that the cut has come in response to the Prius' low-cost competition, the Honda Insight hybrid, which starts at $19,800.

The official announcement will come from Toyota tomorrow, and although we doubt it'll do much for sales of the 2009 Prius, who doesn't love watching a price war?

UPDATED:  Toyota obviously hates getting scooped. Afraid of losing all its thunder, the company stepped up the official pricing announcement by a day. Here are the dollar details:

The third-generation Prius will be available in one grade with a starting MSRP of $21,000. The Prius will be offered with five levels of popular standard equipment combinations.

“The 2010 Prius delivers outstanding mileage, performance and advanced technology at a great price,” said Bob Carter, group vice president and general manager of the Toyota Division.

Carter sees the most popular model starting at an MSRP of $22,000, equipped with a high level of standard features, “This model provides more than $2,000 added value, including the features most buyers want, at the same price as the current base model” he said.

A new base model with a lower level of standard equipment is scheduled to be available later this year. It is designed to appeal to the most cost-conscious businesses and consumers. [full text here]

[source: Bloomberg via Jalopnik; Toyota]

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