Toyota Launches Cut-Price Version of Second-Gen Prius in Japan

Honda's aggressively priced Insight Hybrid has forced Toyota to keep selling the second generation Prius Hybrid, at least in Japan. Along with the domestic launch of the new, 2010 Prius, Toyota today announced the release of a low-price version of the previous generation model, aimed mainly at fleet customers. Called Prius EX, the new model is priced in Japan from 1,890,000 yen (approx US$19,700 or €14,500) which is 160,000 yen (around US$1,670 or €1,250) less than the entry-level 2010 Prius that starts from 2,050,000 yen.

The EX is available in Japan in three colors (Super White II, Silver Metallic and Black) with a gray interior, and features the same basic safety and comfort elements of the "G" and "S" grades that it replaces, such as dual-stage airbags up front and an electric inverter-controlled automatic air-conditioning system with humidity sensor. However, other items like hubcaps and front fog lights have been removed from the hybrid's standard equipment list. Toyota said that total monthly sales target for the Prius EX is 2,000 units compared to 10,000 units of the new 2010 Prius.