Speed:Sport:Life First Drive: 2010 Toyota Prius
In the foothills of Tucson’s Mount Lemmon, Toyota’s public relations staff delivered Utterli tragic news: a driving impression embargo would preclude live video microblogging coverage of the 2010 Prius. Crushed, I resolved to hike the mountain in the Prius anyway. Now that the embargo has passed, here are a few excerpts from my notes.
The Prius’s silhouette may be contentious, but two points can’t be argued: the aerodynamic shape serves its purpose well, and anything is a welcome alternative to typical Toyota anonymity. Unfortunately, that blandness has crept into the Prius’s front fascia. Toyota’s corporate slit-and-nub grille has been grafted onto the Prius, which offers little differentiation from the Corolla or Yaris from head-on angles.
Toyota pushed the roofline peak aft to increase headroom for backseat passengers. The new roofline’s funky bump gracefully cascades into a refined kammback. Standard energy-efficient LED taillamps integrate nicely with the functional rear spoiler in a handsome evolution of the Prius’s rear quarter.
Interior volume has increased, and is now within eight cubic feet of both the Camry and Fusion Hybrid. The Prius’s lack of ecologically-conscious upholstery and use of traditional petroleum-based seating foam may turn off some greenies, and the mostly staid interior design leaves only one thing to talk about: the Touch Tracer-actuated Multi-Information Display. Touch Tracer is Toyota’s name for touch-sensitive steering wheel controls replicated on the dashboard’s top tier. The redundancy is intended to keep drivers’ eyes on the road while scrolling through trip information screens. Like all Toyota and Lexus hybrids, the fancy dash lacks a tachometer. The monotone green display must be a tribute to Tron — the antiseptic graphs can’t compare to the Fusion’s focus on design. Judge for yourself:
Unfortunately, Toyota’s corporate navitainment head unit is nestled into the Prius’s dash. Drivers must choose between having radio presets at hand, displaying song and artist information, or displaying the navigation map. The world’s best systems share screen real estate — this interface is so poorly executed that the volume bar is not even skinned.
What makes the Prius livable are its on-road dynamics — and we’re not yet talking about fuel economy. To my shock and surprise, the pre-production Prius I drove was outfitted with an electronic power steering system with genuine weight. Every snaking segment leading to the summit of Mount Lemmon revealed an incredible truth: the Prius does not suffer from vapid wheel feel. Not once during the admittedly gradual 8000-foot climb did the Prius’s battery assist run out of grunt. The third-generation nickel-metal hydride system obviously works hard to recapture every possible electron during regenerative braking and coasting — and the proof is in the MPG.
Federal estimates say the Prius can travel 50 miles per gallon in mixed driving. As always, your mileage will vary. Dan Bryant’s sure did. The president of the Houston Hybrids and Hypermilers’ Club achieved 90.6 miles per gallon in the new Prius — one full mile per gallon more than the previous-generation car. To read his impressions, check out the EcoLLC.com blog.
During the pre-drive press briefing, Prius marketing director Doug Coleman said that the new Prius faces two major adversaries: the global economic downturn, and the aggressively priced Honda Insight. Coleman’s almost militant frankness could very well suggest a brewing price war. Any battle for hybrid supremacy will benefit green-minded buyers — and a truly affordable Prius could sway Camry buyers away from the beige and bland once and for all.
Here’s hoping.
Still the mileage champ, but it looks like the competition is catching up in terms of making a good (or economical) hybrid car.
There are rumors of a Yaris hybrid that'd compete with the Insight…which would allow the Prius to stay as the premium product.
Though I can't say I'm a huge fan of the Prius in the sense that I would probably never own one, I do have to respect what they've managed to do in just a few short years with the Prius branding. This is about the only hybrid on the market that delivers everything it claims to, though Ford and Honda are rapidly closing that gap. Still, there is something to be said for being the first ones to do it successfully.
Regardless of product realities, Toyota has a huge strategic marketing advantage over the competition.
Prius is synonymous with hybrid in most people's minds, where all the other hybrid products out there come off as copies or also-rans.
This is what happens when you've got product continuity for 8 years. That's where I'd say GM blew it with the EV-1. Sure, the 1st gen products were dorkmobiles, but so were the Prii. Had GM kept on it, they could've had years of development and brand/name recognition by now. Instead, they're late to the party with the volt.
I had the opportunity to spend some time in an Insight with some very enthusiastic PR reps at Honda HQ in Tokyo. After experiencing both vehicles, I can say that the Honda has a nicer interior, a better gauge pack and head unit, and more cargo space. If Toyota doesn't match the Insight's pricing, they're going to have a serious problem. I have a hunch that most Prius buyers aren't Toyota loyalists — they're green tech enthusiasts, and they'll buy whichever product delivers the most green per dollar.
Both the Insight and Prius are shaping up to be much better values than either manufacturers' loaded compacts or base midsizes. An Insight and Prius price war has the power to get people out of Accords and Camries. Bad for profit margins, great for buyers, and imperative for the technology.
I will be keeping my VW Diesel. I just don't understand the true cost to own a hybrid.