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Cheerful New Prius Declares War on Insight

Edmunds.com: At the launch of the 2010 Toyota Prius, Bob Carter, group vice president and general manager for Toyota Motor Sales U.S.A., tells us, "We'll face two challenges when the Prius goes on sale: the economy and the 2010 Honda Insight.

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Driven: 2010 Toyota Prius

Nextautos.com: It has become almost passé to criticize Toyota products for being rather soulless, yet utterly effective, to drive. Prius, especially in the ubiquity that it has earned in its last generation, has toiled famously under the “appliance” descriptor—serving up masses of consumers with a high-mileage, low-effort driving experience.

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