Toyota debuted the 2010 Prius at the 2009 North American International Auto Show, and sales began in Japan on May 18, 2009. Its new body design is more aerodynamic with the coefficient of drag reduced to 0.25 Cd. An underbody rear fin helps stabilize the vehicle at higher speeds. The EPA estimated combined fuel economy cycle has improved to 50 mpg-US (4.7 L/100 km; 60 mpg-imp), up by 4 mpg-US (0.59 L/100 km) over the previous generation. This figure surpasses the 1st-generation automatic Honda Insight's EPA estimated fuel economy making the new Prius the most fuel efficient mass produced gasoline powered automatic vehicle sold in the United States.

The 1.8-liter gasoline/petrol engine (previously 1.5-liters) generates 98 hp and with the added power of the electric motor total horsepower is 134 hp (previously 110 hp). The larger engine's displacement allows for increased torque reducing engine speeds (RPM) which in turn increases fuel economy at highway speeds. With an electric water pump, the Prius engine is the first production engine that requires no accessory belts which also further improves fuel economy. Also, the battery pack is smaller and more efficient, as are the electric motors and other components of the hybrid powertrain. Toyota estimates the new inverter, motor and transaxle are 20 percent lighter. Disc brakes replace the previous rear drum brakes.

For the Prius, Toyota used a new range of plant-derived ecological bioplastics made from the cellulose in wood or grass instead of petroleum. The two principal crops are kenaf (a member of the hibiscus family and related to cotton and okra) and ramie, commonly known as China grass and one of the strongest natural fibres, similar to flax in absorbency and density. Toyota says this is a particularly timely breakthrough for plant-based eco-plastics because 2009 is the United Nations’ International Year of Natural Fibres, which covers kenaf and ramie.
Toyota filed over one thousand patents during the development of the latest Prius. Toyota's global goal is to sell about 400,000 units annually by 2010. In May 2009 production was increased to 50,000 units per month or 600,000 annual units to help meet higher than projected demand.
In the US the Prius will have a starting base price (MSRP) of US$21,000 excluding the destination fee of US$750.This base model or Prius I will be available in October. The Prius II which stickers for $22,000 excluding destination comes standard with 15-inch alloy wheels, Vehicle Stability Control and interior amenities including cruise control, 6-speaker audio, Toyota's keyless entry/ignition Smart Key System and a unique Touch Tracer Display designed to help keep the driver's eyes stay maintained on the road ahead when using steering wheel mounted climate and audio controls.
Sales of the Prius also started in the Philippines on June 22, 2009, but for a SRP of Php 2.2 million (approximately USD 41,800) about half for import duties and other taxes.Making it the first hybrid vehicle in the Philippines.
The US Prius will offer three optional packages:
* A Navigation Package which includes a voice-activated touch-screen DVD-based navigation system and an 8-speaker JBL audio system with XM satellite radio, MP3/WMA playback capability, Bluetooth and backup camera.
* A Solar Roof Package includes the Navigation Package and adds a power tilt/slide moonroof along with a solar powered ventilation system which uses an electric fan to help keep the vehicle cooler when parked under the sun by venting the interior's heated air with the outdoors. The solar roof was originally intended to assist in charging the vehicle's battery, but the system was configured to only power ventilation when it was found that the battery-charging configuration created electromagnetic interference that affected the radio. A new remote air-conditioning feature allows the driver to activate the air conditioner prior to entering the vehicle.
* An Advanced Technology Package includes the Navigation Package while adding a Pre-Collision System, Dynamic Radar Cruise Control, Lane Keep Assist and Intelligent Parking Assist.
Other options include and Safety Connect, while LED headlamps come standard on the Prius V trim
Toyota filed over one thousand patents during the development of the latest Prius. Toyota's global goal is to sell about 400,000 units annually by 2010. In May 2009 production was increased to 50,000 units per month or 600,000 annual units to help meet higher than projected demand.
In the US the Prius will have a starting base price (MSRP) of US$21,000 excluding the destination fee of US$750.This base model or Prius I will be available in October. The Prius II which stickers for $22,000 excluding destination comes standard with 15-inch alloy wheels, Vehicle Stability Control and interior amenities including cruise control, 6-speaker audio, Toyota's keyless entry/ignition Smart Key System and a unique Touch Tracer Display designed to help keep the driver's eyes stay maintained on the road ahead when using steering wheel mounted climate and audio controls.
Sales of the Prius also started in the Philippines on June 22, 2009, but for a SRP of Php 2.2 million (approximately USD 41,800) about half for import duties and other taxes.Making it the first hybrid vehicle in the Philippines.
The US Prius will offer three optional packages:
* A Navigation Package which includes a voice-activated touch-screen DVD-based navigation system and an 8-speaker JBL audio system with XM satellite radio, MP3/WMA playback capability, Bluetooth and backup camera.
* A Solar Roof Package includes the Navigation Package and adds a power tilt/slide moonroof along with a solar powered ventilation system which uses an electric fan to help keep the vehicle cooler when parked under the sun by venting the interior's heated air with the outdoors. The solar roof was originally intended to assist in charging the vehicle's battery, but the system was configured to only power ventilation when it was found that the battery-charging configuration created electromagnetic interference that affected the radio. A new remote air-conditioning feature allows the driver to activate the air conditioner prior to entering the vehicle.
* An Advanced Technology Package includes the Navigation Package while adding a Pre-Collision System, Dynamic Radar Cruise Control, Lane Keep Assist and Intelligent Parking Assist.
Other options include and Safety Connect, while LED headlamps come standard on the Prius V trim
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