The third-generation Toyota Prius will hit the dealerships this spring. The model year 2010 vehicle was revealed at the 2009 North American International Auto Show (NAIAS) in Detroit to much fanfare. Last week, Toyota announced the Environmental Protection Agency’s fuel efficiency rating for the vehicle – 50 mpg combined. This keeps the Prius at the top of the hybrid vehicle list.

“The midsize third-generation 2010 Prius will offer even better mileage ratings, enhanced performance, and innovative design features. It will be quieter, roomier, and equipped with advanced standard and available features such as a moonroof with solar panels, four driving modes, Intelligent Parking Assist (IPA) and steering wheel touch controls that display on the instrument panel.” (Source: Toyota)

The 2010 Toyota Prius has an EPA estimated 49 mpg fuel efficiency rating on the highway and 50 mpg in the city. This is 4 mpg better than the second-generation Prius.

Although these numbers are great, Toyota has joined the majority of auto manufacturers around the world in posting double-digit declines in U.S. sales. In February 2009, Toyota Motor Sales’ posted a nearly 40% decline in sales when compared to February 2008. Looking specifically at the Prius, 30.8% fewer Prius’ were sold in February 2009 when compared to the same month in 2008.

Despite the great fuel efficiency rating and updated features on the third generation Prius, it is unlikely that the vehicle will help turn around Toyota’s sales figures. Gas is still lower than $2/gallon in most areas of the country and unfortunately, many people look at the financial bottom line as opposed to the environmental bottom line when making a new car purchase.

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