Those prices aren't directly comparable, if you're trying to compare the manufacturer's cost of the car itself, because they include 17.5% VAT and 1 years' car tax. Also, the dollar is at an historically low level at the moment, skewing the currency conversion somewhat.lasrx said:The Euro spec Prius is very nice and is considerably more sporty than the US counterpart. It would be nice of Toyota to bring it over to the US as a Prius SE / Sport Edition. I think the reason it wasn't introduced here was the extreemly high price tag. A top of the line Prius in the UK with DVD and Bluetooth costs GBP20,345 or USD35,944.66! They get a GBP1,000, PowerShift Grant (tax credit?) though, after Apr 1 it drops to GBP700. Their entry model Prius, costs GBP17,845.00, or USD31,512.63, still way over the MSRP + markup we pay here for a loaded Prius with DVD.