When Toyota's engineers and designers began to develop the 2010 Toyota Prius back in 2003, they knew the other automakers would be gunning for them .As the 2010 Honda Insight and the 2010 Ford Fusion and Mercury Milan hybrid twins have been already released, even before the new Prius, it wouldn't be easy for Toyota to win the competition, in the oppinion of Cambece.

Their innovative idea was to increase the volume: The 2010 Prius — for all of its exterior design and styling to the previous-generation Priuses — is a seriously modified and significantly improved vehicle. Never mind that it's a 45-miles-per-gallon hybrid; it's at last a complete midsize vehicle .