2010 Prius Production Moves to US

Like all automakers, Toyota is acutely aware of evolving consumer demands and is responding with some pivotal changes in its manufacturing structure and product mix. It's beginning this in a big way by adjusting the production mix at three of its U.S. plants to improve production efficiency. In short, big trucks like the new Tundra aren't selling so Toyota is aiming at the need to build more of its fuel-efficient cars that are in high demand. And the place to start? The Prius, of course.

The most interesting news to come out of this shift is that the next-generation Prius hybrid will be assembled at Toyota's new Blue Springs, Mississippi plant in late 2010. That move makes it the second Toyota hybrid to be built in the U.S., with the current Camry Hybrid already assembled in Kentucky. The Highlander mid-size SUV was originally slated for production at the Mississippi plant but will now be built at Toyota's Princeton, Indiana manufacturing facility in place of the full-size Tundra pickup. All current Prius models are currently built at Toyota's Motomachi Plant in Toyota City, Japan. The move toward building popular hybrids in the markets where they're already selling well or are expected to do so is already in play at Toyota, which announced recently that it would build the Camry Hybrid in Melbourne, Australia for that market.

When it emerges from the Mississippi assembly plant, the 2010 Prius will be the fourth generation of Toyota's iconic gasoline-electric hybrid in North America. Speculation and rumors about the new car are running rampant as the current Prius - introduced as a completely revised model in 2004 - nears the end of its life cycle. Spy shots are circulating of what "might" be the next-generation Prius and sketches imagining what the next iteration will look like are also at play. Some are speculating that the 1/X Concept shown here, which debuted at the most recent Tokyo Motor Show, may provide clues regarding the look of the next Prius. The reality is that nobody really knows the true scoop. No doubt, when the new Prius debuts at the 2009 North American International Auto Show (NAIAS) in Detroit this coming January the world will definitely be watching.

As expected, Toyota is very tight-lipped about the next generation Prius. That Toyota has referred to "the Prius hybrid sedan" for North American production in recent comments stands out, because technically, the current Prius is a four-door hatchback and not a sedan. Toyota has considerable brand equity in the Prius name and it makes sense to capitalize on that leadership by morphing the Prius nameplate into a family of hybrid cars rather than just one model. This is not an unexpected turn of events to Green Car editors, who sat with a Toyota executive several years ago when a "what-if" comment of a Prius line was fielded like a trial balloon to gauge our reaction...bringing a very enthusiastic response. It just makes so much sense. It's likely that in addition to the hatchback (aka sedan), we could be looking at a cargo-efficient wagon or minivan to provide a lineup much like that of the Scion brand. There is also speculation that Lexus may offer a luxury Prius iteration ... time will tell.

Rumors are also circulating that the next generation Prius will be a few inches longer and about an inch wider than the current variant. Advanced weight saving technology is incorporated so the new car will not be appreciably heavier. Toyota's recent ultra-lightweight 1/X Concept hybrid illustrates the potential for weight reduction on future platforms and some of the technology could find its way into the 2010 Prius. It's expected that the new car will be clearly recognizable as a Prius, but with a 'faster' and sportier profile.

Look for a performance enhancement on the new model as well. Reports say the new Prius will have a larger 1.8-liter gasoline engine, compared to the current model's 1.5-liter powerplant. Some estimates place the new gas engine output at around 100 horsepower with a next-generation electric motor that could contribute as much as 60 horsepower. That performance increase will not come at the expense of fuel economy, however, with the new model expected to provide fuel efficiency well into the 50+ mpg range.

A plug-in version of the new Prius should also be in the mix, though perhaps not at the initial launch of the new model. While it's possible that new lithium-ion battery technology could provide increased electric range and performance, there is some rumbling that the lithium-ion upgrade has been put on hold pending further developments. There's also talk that an upscale version of the new hybrid - perhaps with the Lexus badge - may feature solar roof panels. Even with all this new technology, word is that the base model Prius will be about the same price as the current model.

Toyota is clearly intent on maintaining a leadership position in the hybrid market. Stay tuned to GreenCar.com for the latest details as this story unfolds. We will bring you a full report on the official reveal of the new Prius from the NAIAS in early January.