Toyota Plays Hard To Get With The 2010 Prius

The price of the 2010 Toyota Prius has been subject to significant fluctuation since the redesigned model was introduced to North America earlier this year.  The Prius’ original MSRP was slashed after Honda announced that their Insight competitor would undercut it by a great deal.  Toyota was able to bring the entry-level Prius down to $21,000, which placed it within $1,200 of the Insight.

However, with the Insight not proving to be nearly as much of a threat as was first anticipated, Toyota has decided to test the loyalties of their buyers by not only scrapping the base model Prius but also jacking up prices of all remaining editions of the hybrid by $400.  The least expensive Prius now starts at $22,400.

Time will tell if eco-fans will reward this type of behavior or turn their backs on the Prius in favor of the more affordable Honda option.  More…