On the left, the new Honda Insight, as snapped by CrunchGear, with a (surprisingly low) claimed 43MPG fuel economy rating; on the right, the right, the new Toyota Prius, given an eye by Top Gear, with a estimated 50MPG fuel economy rating.
The Honda will be a hair less expensive, but the Prius is certainly still a contender. A larger engine, even lower coefficient of drag (at .25, the lowest of any mass market vehicle), and a solar-powered air conditioning system make the Prius a bit more upscale.
• Up Close: 2010 Toyota Prius [Kicking Tires]
• 2010 Toyota Prius: Bigger Size Meets Bigger Fuel Economy - 50 MPG! [Jalopnik]
• Driving the 2010 Honda Insight [CNET/Cartech]