Toyota rolls out a Prius that uses even less gas

DETROIT -- Toyota is looking to keep the Prius in its spot as the top-selling hybrid in the United States with the next generation of the iconic fuel-sipper.

The 2010 Prius unveiled Monday at the North American International Auto Show in Detroit gets an average of 50 miles to the gallon. That's a 4 mpg improvement over the current model, which is the most fuel-efficient vehicle ranked by the Environmental Protection Agency.

The third generation gas-electric Prius has a more aerodynamic design, but its exterior is easily recognizable as a Prius. It also will come with options such as a moonroof with solar panels to power the ventilation system.

"Since Prius was first introduced, the consumer demographic has shifted from an early adopter to a mainstream shopper," said Bob Carter, Toyota Division group vice president and general manager.

Toyota will release pricing for the Prius before it goes on sale in the United States and Japan in late spring. Toyota hopes to sell 180,000 new Prius vehicles in the United States this year; its global sales goal is 400,000 units by 2010.

Automakers are using the auto show to spotlight more fuel efficient vehicles. Honda unveiled its next-generation hybrid, the 2010 Insight. It will arrive in U.S. showrooms in April and will have a lower price than the Civic Hybrid, which has a base price of $23,650. The 2009 version of the Prius starts at $22,000.