2010 Toyota Prius is dumb compared to the Chevy Volt

Toyota just unveiled its latest iteration of the Prius, and while there are some neat enhancements the new model is far from revolutionary. But then, that could be another sign of Toyota’s approach to business which has often meant incremental improvements to existing designs. In this case that means a Prius with 50 mpg, a bigger engine, a solar powered fan, and LED headlights.

In contrast, General Motors is risking it all with the Chevy Volt to blaze a new path in the industry. All it took was a company on the verge of collapse to get there. If GM fails to turn its financial tailspin around, Toyota’s incremental approach could become the industry standard again. The 2010 Toyota Prius certainly promises to be reliable if not terribly exciting and here’s why.

Basically Toyota took what was good with the second generation of its Prius and kept those components intact. Then it mixed in a few enhancements like:

• Improved mileage, expected at 50 mpg
• Solar roof which provides power for a fan to keep things cool on a sunny day. Direct sunlight is necessary to provide adequate power.
• Touch tracer which provides a digital history of the buttons you’re pushing on the steering wheel. It’s an interesting twist on buttons and is a callout to all of the touch screen mobile devices on the market (Apple’s iPhone, Sprint Instinct etc.)
• Three driving modes to meet the needs of different drivers: EV (all electric for up to .5 miles), ECO and PWR modes.
• The option for LED lamp lights can reduce power consumption a bit and provide a 15 year, 90% capacity lifespan.
• An optional pre-collision system detects if you’re getting to close to another obstacle and stiffens the brakes or applies them automatically depending on proximity.

They’re nice improvements but compare that with a vehicle like the Chevy Volt which will cruise for 40 miles without any gas? Suddenly those niceties seem less compelling. Where is the next leap forward with Toyota, the Hybrid X concept car?

Now is the time for bold risks to gain attention and momentum in a lackluster marketplace -- Toyota is missing the mark.