Most people want a car that doesn’t cost much, will be reliable over the long haul, is roomy enough for a family, gets good gas mileage, and can give its passengers a fighting chance for survival in a collision. Some people want a car with brand cachet, choosing a vehicle based on what it says about them rather than what it actually does for them. The good news is that the redesigned 2010 Toyota Prius capably serves both buyer profiles. The base price is $22,750, it gets 5 out of 5 Power Circle Ratings from JDPower.com for Predicted Reliability, it’s classified a midsize car by the EPA, it’s rated to return a combined 50 mpg in the city and on the highway, and it’s can be equipped with some of the most advanced safety technology available. Plus, the Prius nameplate has reached icon status in less than a decade, becoming the model of choice among ecologically conscious car buyers around the world. The only thing the redesigned 2010 Toyota Prius doesn’t do is excite traditional car enthusiasts. But then, it’s not supposed to.

Highlights of the new Prius include:

• Improved fuel economy ratings
• Larger and more powerful engine
• Smaller and lighter Hybrid Synergy Drive system
• EV, Power and Eco driving modes
• Roomier interior and quieter cabin
• Employs plant-derived, carbon-neutral plastics
• New moonroof option includes solar panels powering a new ventilation system
• New Intelligent Parking Assist technology
• New Touch Tracer steering wheel controls that also show on dash display
• New Safety Connect technology with collision notification and SOS call button

Model Lineup

The 2010 Toyota Prius is available in trim packages expressed by Roman numerals: II, II, IV, and V. The standard Prius II includes 15-inch alloy wheels, folding power heated side mirrors, Smart Key entry and push-button ignition system, an illuminated entry system, auto-off projector beam headlights, a rear defogger with timer, a rear window wiper, and variable intermittent front wipers. Other standard features include a tilt and telescopic steering wheel with controls for the stereo and climate control, a multi-information display to track energy delivery and fuel consumption, automatic climate control, automatic up/down power windows, cruise control, height adjustment for the driver’s seat, power door locks, a cargo cover, a stereo with a CD player, an auxiliary audio input jack, and satellite radio pre-wiring.

Moving up to the Prius III provides the buyer with a JBL premium audio system and Bluetooth hand-free cell phone linking. This is also the least expensive model that can be outfitted with a voice-activated, touch screen navigation system and a reversing camera. The Prius III can also be equipped with an optional power moonroof with a solar-powered ventilation system and remote air conditioning operation.

The Prius IV adds leather, heated front seats, driver lumbar support, water-repellant glass for the driver and front passenger side windows, upgraded interior trim including a plasma information cluster, an auto-dimming rearview mirror, and a Homelink programmable remote. Like the Prius III, the Prius IV can be ordered with the Navigation Package and the Solar Roof Package.

The most expensive model, at $28,020, is the Prius V, which adds 17-inch alloy wheels for a sporty look as well as LED headlights with automatic leveling, headlight washers, and fog lights. The Prius V can be optioned with the Navigation Package, but is not available with the Solar Roof Package. Instead, buyers can choose the exclusive Advance Technology Package which includes everything in the Navigation Package plus a Pre-Collision System, Dynamic Radar Cruise Control, Lane Keep Assist, and Intelligent Park Assist. Fully loaded, the Prius V is $32,520.

Under the Hood

The 2010 Toyota Prius is equipped with a gasoline/electric hybrid propulsion system. The gasoline engine is a 1.8-liter, Atkinson-cycle four-cylinder making 98 horsepower at 5,200 rpm and 105 lb.-ft. of torque at 4,000 rpm. It is assisted by a 650-volt nickel-metal hydride rechargeable battery pack connected to a permanent magnet synchronous motor with regeneration during braking. Together, this system is rated for 134 net horsepower, drives the front wheels through a continuously variable transmission, and is estimated by the EPA to achieve 48 mpg on the highway and 51 mpg in the city.

Our review vehicle, a basic Prius II, averaged 41.7 mpg in mixed driving with an emphasis on highway travel. Combined with the Prius’ standard 11.9-gallon fuel tank, this actual fuel economy figure results in an approximate 495-mile range between fill-ups of regular unleaded.

Safety Features 

Standard safety equipment on every 2010 Toyota Prius includes dual front airbags, side-impact airbags, side curtain airbags for both rows of seats, and a knee airbag for the driver. Additionally, the Prius comes standard with four-wheel-disc ABS, electronic brake-force distribution, and brake assist; a stability control system; and traction control. Additionally, a Hill Start Assist Control feature holds the Prius still on hills while the driver switches from the brake to the accelerator, preventing the car from rolling backwards.

The Prius is also offered with numerous optional safety technologies. A reversing camera is included in the Navigation Package on the Prius III and IV, but the most impressive tech is included in the aptly titled Advance Technology Package. Offered only on the Prius V, this package includes a Pre-Collision System that can detect an impending crash and prepare the seatbelts for maximum protection upon impact and the brakes for maximum braking ability when the driver depresses the pedal. It also includes Dynamic Radar Cruise Control, which can monitor traffic ahead and automatically maintain a safe driving distance; Lane Keep Assist, which can monitor vehicle drift within the lane and warn the driver; and Intelligent Park Assist, which can help the driver identify adequate parking space and maneuver the Prius into the space.

Sometime after the initial launch of the 2010 Prius, a new Safety Connect system will be available as part of the Navigation Package, and will feature automatic collision notification to alert rescue personnel when the car has been in an accident, an SOS call button that connect the driver to a 911 operator, and a stolen vehicle locator feature.

The Competition

J.D. Power and Associates says the 2010 Toyota Prius competes against other compact cars, but due to the specialized nature of its powertrain and the ability to option one like an entry luxury vehicle, JDPower.com says its closest competitors are the Ford Fusion Hybrid, Honda Civic Hybrid, Honda Insight, Lexus HS 250h, Mercury Milan Hybrid, and Volkswagen Jetta TDI.