Imagineering. It’s a word that dates back to the 1940s. Probably invented by two engineers, one who worked for Disney, the other with Union Carbide (the two firms collaborated on various films during that time), it has come to describe the process of inventing devices that both dazzle and boggle the mind.

Apparently Imagineering is taking place in Japan to this day, as the Toyota Prius has grabbed the attention of the conscientious, the technology driven, and the eco-friendly, all in one fell swoop.

Following up on a successful second generation Prius, Toyota has managed to upsize the third-generation model and increase its engine size, while managing to improve the fuel economy – a real Disney-like magic trick.

Toyota chose to introduce Leftlane to the third generation Prius hybrid in that hotbed of Imagineering, Orlando, Florida. The iconic shape is still here. So too, the center-mounted gauge cluster. So what’s new and improved with the legendary gas sipper from the world’s largest auto manufacturer?

What is it?
A five-passenger hatchback sedan, the 2010 Toyota Prius Hybrid is the latest generation of the car that accelerated the whole hybrid craze back during its initial introduction in Japan in 1997. Subsequently in 2001, it was released worldwide to technological, if not stylistic, acclaim for its ability to use a combination of gas-based, and electric power to achieve mileage ratings that surpassed nearly everything else in the marketplace. Prior to the third generation, the most recent update occurred in 2004 and remained until the all-new 2010.

What’s it up against?
There are just two genuine hybrid rivals here, both of which are also new for 2010: The Honda Insight and the Ford Fusion Hybrid.

Like the Prius, the Insight takes the full-blown hybrid approach by maximizing efficiency at the expense of traditional style and driving capabilities. That’s not the case with the Fusion, which looks and drives pretty much like the standard car, but achieves the best fuel economy the world has ever seen from a midsize sedan, bar none.

Apparently Honda learned from its past experience to not design a hybrid that lives in a mainstream car body. That is cited as one of the overwhelming reasons why the Civic Hybrid has never achieved the success bestowed upon the purpose-built Prius. For comparison’s sake remember the Insight is a “mild” hybrid, with a gas engine that runs all the time, while the Prius and Fusion are true hybrids that turn the gas engine on and off, and are able to run on battery alone, if need be.

There are also the Toyota Camry Hybrid, Nissan Altima Hybrid and Chevrolet Malibu Hybrid, but their mpg figures don’t approach those of the Prius, so we don’t consider them legitimate competitors. Those focused solely on using less fuel might also consider the high-mpg Volkswagen Jetta TDI, too.

Any breakthroughs?
What do you think? This is the reinvention of the car that has defined Toyota for the early part of the 20th century.

The Hybrid Synergy Drive system has managed to grow itself bigger, and more powerful while at the same time improving the mileage. The car is larger in overall length, while the wheelbase remains the same. Improved aerodynamics keep the car slippery while cutting through the wind and a new, more powerful, yet more compact battery system aids in increasing range and interior roominess.

Finally a Kyocera-manufactured array of solar panels is included with the optional sunroof on the Prius, which powers fans to help cool the car’s interior more rapidly than one that is not so equipped. The ultimate result is a further reduction in fuel consumption, as well as applaud audible across the globe from the California Air Resources Board, if not the Dodge Challenger SRT8-driving Governator.

How does it look?
Similar in shape to the outgoing 2009 model year Prius, the new model stands out with a revised front end and squared-off corners that help with airflow. Add to that the moving of the peak point of the roof rearward by four inches for an increase in rear seat headroom and the detail changes become more obvious. Finally, a longer, flatter rear spoiler is provided for a place to set your drinks at happy hour in addition to reducing the coefficient of drag to just 0.25 Cd.

The exterior gets some blingy garnishes – halogen bulbs up front and LED tails out back – which reduce power consumption by up to 88 percent over previous versions. Remember that green is the new black and you’ll start to see where trend and eco-friendliness collide.

Otherwise it looks positively space-shippy, in the same way the outgoing model was – just more refined this time around.

And inside?
The interior has seen a thorough rethink of nearly all its components, from the steering wheel design (more race-inspired with a new flat bottom) to the relocation of the shifter knob to a floating center stack with hidden optional seat heater switches located within. Unless you noticed them when entering or exiting, you would never know where to look for these buttons – good for playing tricks on your passengers, bad for ergonomics.

Seating is improved over the outgoing model, with a wider seating area, and height adjustments for a view over the hood. Leather seating surfaces are optional. The steering column tilts and telescopes to allow for a seemingly infinite number of driving positions

The driver information screen has moved from the monitor to an LCD display at the top of the dashboard and, like the outgoing model, it shows speed, an instant MPG gauge, gear selector position and an energy monitor, in addition to other functions. Designers have moved the climate and car controls from the monitor to their own positions, thus clearing up the screen by only allowing for only audio and navigation information to be displayed.

The driver and passenger seat backs have been scalloped out for more rear seat legroom, and the rear cargo area can be expanded to include the back seat as well, with a fold-flat cargo space. An underfloor tray in the rear covers the spare tire and hides valuables from prying eyes.

But does it go?
The new Prius is powered by a 98-horsepower, 1.8-liter Atkinson-cycle four banger, which is coupled to its electric motor for a net power output of 134-horsepower and 105 lb-ft. of torque, a 24-horsepower increase over the current model.

The Prius powerplant is the first in the Toyota line to have the accessory drive belts eliminated entirely. Through the use of electrically driven water pumps and an air conditioning compressor, mechanical losses are eliminated for better efficiency, as well as a climate control system that can run while the engine is off. Toyota is also touting the arrival of a smaller but more powerful nickel-metal hydride battery pack that now supplies up to 650 volts. With all the weight of the batteries, fuel tank, and everything else that goes into making the Prius a “green” darling, the car tips the scales at 3,042 pounds, about 100 more than the outgoing model.

As for the suspension, there’s the proven technology of a pair of MacPherson struts with a stabilizer bar in front, and torsion beam with stabilizer bar in the rear. It’s not cutting edge, but it is reliable and cost-effective. While we are talking about undercarriage bits: Check out the aerodynamic splitters to slipstream the airflow underneath – flip the Prius on its side and it begins to resemble a race car.

The steering has been greatly improved by the new electric power-assisted rack and pinion system, but it still seems a little soft for our taste. The quick lane changes to avoid the herky-jerky tourist traffic flow around Orlando were handled with ease, and confidence, however.

Press Eco mode and you’ll discover a whole new Prius – remapped for every possible means of fuel conservation, starting with a smooth start from a stop. In most cases, after stopping, the gasoline engine will shut off. The electric side of things takes over until the car is underway again. What occurs after that is a varying mix of gasoline with electric assist depending on the needs of the road, traffic and so on. The ride is naturally quiet owing to the electric components of the drivetrain, but even in normal driving conditions, noise is very well controlled. The Prius is still so quiet while stopped that it’s quite possible to sneak up on pedestrians – watch out.

You start to feel self-conscious behind the wheel of the Prius, especially if you’re coming from something a little less green. It seems that you are “supposed” to drive in a sensible manner in order to prove your environmental credentials. The trouble is that in a world filled with large SUVs crawling up your tail, the last thing the Escalade driver behind you is concerned about is your green quotient. As a result, we found ourselves standing on the gas in the Orlando area when the traffic lights turned green just to keep up with traffic. Despite the heavyweight right foot, we still managed to observe 67.2 miles-per-gallon on the on-board computer.

The level of technology on the Prius is enough to cause your eyes to roll up into your skull. And for those with Madoff-inflicted portfolios, don’t worry. You can still equip your Prius as you did your Lexus LS 600h: It comes with the ability to park itself, just like its big-time corporate cousin.

Why you would buy it:
You remember the last time gas topped $4-gallon and you want to do your part to save the world, one kilowatt at a time.

Why you wouldn’t:
You’re scouting out the local Hummer dealership for a closeout bargain.

Leftlane’s bottom line
The technological tour-de-force that is the Prius continues to impress with high mileage claims that seem out of this world. Colleagues intent on achieving the worst possible mileage during our preview drives bottomed out at a still respectable 29 mpg – wow.

The total revamping of the Toyota Prius hybrid makes it a car we could live with as a daily commuter, but as an enthusiast’s ride, it leaves us wanting just as much as its predecessor did.

Words and photos by Mark Elias.

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