2010 Prius Sailing In: Iconic hybrid upgraded

Amidst automakers scrambling for a toe-hold in the hybrid market, Toyota launched its third generation of the Prius in Tokyo last month. Their message is clear: "If you want a hybrid, buy one that's been thoroughly developed - tweaked, refined, polished, dead-nuts reliable and fuelish as a Vespa." Well… maybe a luxury Vespa.

Over the next several weeks, the 2010 Prius will begin to find its way into U.S. dealer showrooms, where they will remain not too long as there appear to be more orders than cars for the iconic hybrid.

At a distance, the 2010 is a Prius. Up close, you see the subtle features that Toyota's design maven Wahei Hirai dubs "free form geometrics" - sharper edges and creases and a mere slit of a front grill. As Hirai has given the new Prius' design language an official handle, expect to see sharper edges and creases and more slit-like grill treatments on future Toyota models.

The five trim-level packages range in price from a flat $21k up to a V-trimmed $32,520, less delivery. It's obvious that bells and whistles abound in the options column, like the Advanced Technology Package which includes the Pre-Collision System, Dynamic Radar Cruise Control, Lane Keep Assist and Intelligent Parking Assist.

Per Prius owner feedback, fuel mileage is virtually the same - highway and city - now 49 and 50mpg respectively. The drivetrain is lighter by some 20pct and produces a bit more grunt. Aero tweaks include an extended rear spoiler. The roofline has been moved back, improving both drag numbers and rear passenger headroom - aero and ergo

There are even styling and performance upgrades from Toyota's Modellista studio but available in the home country only. (see gallery)