2010 Toyota Prius broadens its appeal and reach

[xcel]

3-months since the launch and sales are still brisk.

Erica Gartsbeyn - CleanMPG - Aug. 25, 2009

2010 Toyota Prius-III – $22,750 to start with 80 + mpg around town and 65 + mpg on the highway a given. Not bad for a clean as a whistle SuperHybrid

Toyota has just passed the 3 month mark since launching the Prius in the US and we thought we would add a little detail.

Popularity

With over 40,000 3rd Generation Prius sold since launch, Prius (package –II) remains our core model accounting for roughly a third of all Prius sales. However, with the new Solar Roof technology, one in ten people have opted for either a Prius III or Prius IV with the Solar Roof package and another one in ten were drawn to the Prius V with its LEDs and 17" wheels. Apparently about 3% love technology and opted for the Advanced Technology Package with the IPA, DRCC, LKA and PCS. Blizzard Pearl is a true favorite exterior color with Classic Silver following not far behind, and Winter Gray a good step down but holding a strong 3rd place position. Classic Silver with Dark Gray Interior takes the most popular color combo with Blizzard Pearl and Bisque Interior coming in second. Southern CA leads national sales by a good bit, followed by the mid-Atlantic states. Availability certainly plays a role so let's keep that in mind when looking at these sales figures.

Who are Prius buyers?

Towards the end of 2nd generation sales, we knew the average Prius buyers were late 50's pushing 60. They were roughly 50/50 male/female (but leaning a little more female towards the end of the generation), highly educated with very solid household incomes, and many of them were already retired. 35% of shoppers considered a 2nd choice model, while 65% shopped only for Prius. Those that did consider other models tended to mainly look at the Civic Hybrid with no real consistent strong runner up. 15% of those shoppers were replacing another Prius.

Now let's wind the clocks forward to May and take a look at our most recent buyers, those that opted for a 3rd Generation Prius. Overall, you're considerably more male, a little younger, a little more employed than retired (mostly professionals such as Doctors, Lawyers, Scientists, Teachers etc), and you're a little more ethnically diverse than the late 2nd generation buyers. 62% of you are now considering other models, perhaps due to more options to choose from such as the Insight which took Civic Hybrid's place in the most cross shopped vehicle (with Civic hybrid becoming next in line and Fusion Gas and Jetta Diesel making appearances in the top 5 cross-shopped vehicles).

A whopping 75% of you say the 2010 Prius is your first hybrid (welcome aboard!)

One other interesting piece of info...we've been watching some trends and it appears our Prius loyalists were certainly the majority of buyers early on in say May/June. Once this wave of repeat Prius buyers got theirs, the more recent buyers have had a dramatically broader profile, with the male % leveling off a bit, the median age continuing to decrease and those buying their first hybrid drastically increasing since launch. As for shopping habits, they too mimic a broader buyer with those considering other models increasing, the % trading in a Prius decreasing over time and the effect of cash for clunkers program can definitely be seen in the trade-in models, ages and brands as well. So there is clear evidence that passion for Prius is spreading!

We hope you find this info interesting. Thanks for welcoming all of our first time hybrid buyers out there into the Prius community.

Erica Gartsbeyn - Prius Product Marketing Planner

[WriConsult]

Glad to hear sales are up, and interesting that the Insight is the most cross-shopped vehicle ... I would have expected the HCH to remain in that position.

Cool that the sunroof/solar roof package is available as far down as the III trim level, because it offers genuine FE benefits by allowing people to avoid AC a lot of the time, but too bad you have to get Nav to get it. $3600 over and above the base III. Hopefully this technology will trickle down further.

[Right Lane Cruiser]

Unfortunately the solar roof is only functional when the vehicle is turned off. It is great for keeping the interior temperature more moderate while parked, though! Manuel can attest to this usefulness.

[toomuch]

I'm just thrilled to be a first time Prius buyer (70 years old). It's made me think of standard cars as verging on obsolete, even though my previous ride was a Jaguar Vanden Plas.

My wife wants the car when I move to a plug in a few years from now.

toomuch

[xcel]

Hi Toomuch:

___Welcome to CleanMPG and you are driving what many of us wish was in our drives today

___Dan, about those Insight-II cross shop sales... Abysmal

___Good Luck

___Wayne

[WriConsult]

Having the solar roof only work while parked is fine IMO. Still a huge FE benefit for those of us in moderate climates where A/C is often needed only after the car's been parked in the sun. Frankly the sunroof alone is probably worth as much as the solar aspect in that regard, since they make a HUGE difference in being able to clear out the hot air.

[msirach]

It helps the AC quite a bit by the air blowing through the ducts in the black dash. When you start the car and turn the AC on, the AC is cool very soon.

[xcel]

Hi Mike:

___You didn’t buy it to get "cool", you bought it to be "COOL"

___That sun-roof is really well done even after forgetting about the solar part of it!

___Good Luck

___Wayne

[noflash]

Someone please explain to me how blowing non-A/C cooled are into a cabin that is not vented, cools the car down.

Or do I have it wrong?

Thanks, nf

[xcel]

Hi Noflash:

___The forced air exits to the rear and underneath the car so it is vented. It is exterior ambient being pushed in to reduce the interiors ambient while sitting in the sun or warm climate and buttoned up tight.

___Good Luck

___Wayne