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PHOTO CAPTION: 2010 Honda Insight gets estimated 41 mpg combined.

Honda's New Insight Hybrid to Challenge Toyota's Next Generation Prius

The Insight will go an estimated 40 miles per gallon in the city and 43 on the highway, compared to Fusion Hybrid's 41 mpg and Prius' 50 mpg.

Published: 17-Jan-2009

DETROIT — The Toyota Prius, which currently dominates the American hybrid car market, will face its most serious challenger this year.

Honda is showing its new Insight hybrid, which looks remarkably similar to the Prius, at this week’s North American International Auto Show. It is smaller and less fuel efficient than the Prius, but it is expected to sell for as little as $18,000, about $4,000 less than the Prius.

“It’s the first direct competitor to the Prius,” said Tom Libby, senior director of industry analysis at the Power Information Network of J. D. Power & Associates. “And it’s from Honda, so I think it’s going to be a major success.”

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