New Honda Hybrid Challenges Prius, Promises To Revolutionize Market

02/11/2009 04:12 am ET | Updated May 25, 2011
  • Keith Buglewicz Wired

The new Honda Insight hybrid promises to revolutionize the hybrid market by making gas-electric cars affordable. But the five-door hatchback with a rock-bottom price isn't the Prius killer Honda might have hoped for.

Honda isn't saying exactly what the car unveiled today at the Detroit auto show will cost when it rolls into showrooms on April 22 (Earth Day) but it will undercut the Toyota Prius by several thousand dollars. That won't be enough to knock a car that's synonymous with hybrid technology from its pedestal, but the 2010 Insight poses the first credible threat to Toyota's dominance of the hybrid market.

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