[18][20] In the United States, the Prius was marketed between the smaller Corolla and the larger Camry, with a published retail price of US$19,995 (equivalent to $35,400 in 2023).

[22] The official launch of the Prius in Australia occurred at the October 2001 Sydney Motor Show,[23] although sales were slow until the NHW20 (XW20) model arrived.

It became a compact liftback, sized between the Corolla and the Camry, with redistributed mechanical and interior space significantly increasing rear-seat legroom and luggage room.

Toyota debuted the new Prius (2010 US model year) at the January 2009 North American International Auto Show,[46] and sales began in Japan on 18 May 2009.

This figure was disputed by General Motors which found the value for the model with 17-inch wheels to be around 0.30 based on tests in GM, Ford, and Chrysler wind tunnels.

Toyota said this was a timely breakthrough for plant-based eco-plastics because 2009 was the United Nations' International Year of Natural Fibres, which spotlights kenaf and ramie among others.

[59][60] This was the first generation of the Prius to use the Toyota New Global Architecture (TNGA) modular platform, which provides a lower center of gravity and increased structural rigidity.

[75] Toyota New Zealand also decided not to offer the new generation Prius initially, but have resumed sales in 2024 under their Signature Class imported vehicle program.

[citation needed] The Prius Plug-in Hybrid (ZVW35) is based on the conventional third generation (ZVW30) with a 4.4 kWh lithium-ion battery that allows an all-electric range of 18 km (11 miles).

[99] A global demonstration program involving 600 pre-production test cars began in late 2009 and took place in Japan, Europe, Canada, China, Australia, New Zealand and the United States.

[125] As of September 2022[update], the Prius ranked as the world's top selling hybrid car with 5 million units sold.

[134] Until September 2012, the Prius liftback was the top selling new car in Japan for 16 months in a row, until surpassed by the Toyota Aqua in October, which kept the lead through December 2012.

[7] High gasoline prices in the US, approaching US$4 a gallon by March 2012, contributed to record monthly sales of Prius family vehicles.

Active cooling of this battery is achieved by a blower motor and air ducting, while passive thermal management was accomplished through the metal case design.

[202] The HVAC system uses an AC induction motor to drive a sealed-system scroll compressor, a design principle not usually used in automotive applications.

[205] After the Honda Insight first generation was discontinued in September 2006, the Prius liftback became the most fuel-efficient car sold in the American market,[205][206][207] until it was topped by the Chevrolet Volt in December 2010, as the plug-in hybrid was rated by EPA with an overall combined city/highway gasoline-electricity fuel economy of 60 mpg‑US (3.9 L/100 km; 72 mpg‑imp).

[222] CNW Marketing Research initially published a study[223] in which they estimated that the total lifetime energy cost of a 2005 Prius was greater than that of a Hummer H2.

The study has been widely debunked: see for example, "Hummer versus Prius: 'Dust to Dust' Report Misleads the Media and Public with Bad Science".

[225] Toyota[225] and several independent studies[226][227] have indicated that aside from a brief spike when accelerating, the electromagnetic fields within the Prius are no different from those of a conventional car and do not exceed the ICNIRP[228] exposure guidelines.

A 2013 study by the Mayo Clinic found that patients with implanted cardiac devices such as pacemakers and defibrillators can safely drive or ride in hybrids or plug-in electric cars without risk of electromagnetic interference (EMI).

[229] The Wall Street Journal reported in February 2007 on concerns that quiet cars like the Prius may pose a safety risk to pedestrians who rely on engine noise to sense the presence or location of moving vehicles.

[239] The large number of Prius-owning progressive celebrities in 2002 prompted The Washington Post to dub hybrids "Hollywood's latest politically correct status symbol".

[241] A 2007 San Francisco Chronicle article said "Prius Progressives" were becoming an archetype, with American conservative commentator Rush Limbaugh opining that "these liberals think they're ahead of the game on these things, and they're just suckers".

[242] In July 2007, The New York Times published an article using data from CNW Marketing Research finding that 57% of Prius buyers said their main reason for buying was that "it makes a statement about me", while just 37% cited fuel economy as a prime motivator.

[245] Former Central Intelligence Agency (CIA) chief R. James Woolsey, Jr. drives a Prius because of its low fuel consumption.

In a Motor Trend magazine article, Woolsey stated that those oil profits find their way to terrorist groups like al-Qaeda, meaning that Americans who buy inefficient vehicles would, in effect, be indirectly funding terrorism.

Bank of America will reimburse US$3,000 on the purchase of new hybrid vehicles to full- and part-time associates working more than 20 hours per week.

[252] Google,[253] software company Hyperion Solutions,[254] and organic food and drink producer Clif Bar & Co[252] offer employees a US$5,000 credit toward their purchase of certain hybrid vehicles including the Prius.

Integrated Archive Systems, a Palo Alto IT company, offers a US$10,000 subsidy toward the purchase of hybrid vehicles to full-time employees employed more than one year.

The official turnover of donation led by Ambassador Kazuhide Ishikawa, Embassy of Japan to the Philippines, and Department of Energy Secretary Alfonso Cusi was held on 19 May 2017 at the DOE Sunken Garden in Taguig where representatives of the agency beneficiaries received the key replicas.