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Toyota Rolls Out Flowery 2010 Prius Ad Campaign Touting "Harmony"

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  • 2010 Toyota Prius Picture

    2010 Toyota Prius Picture

    Toyota is launching an ambitious and visually bright ad campaign for the third-generation 2010 Toyota Prius. | June 19, 2009

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Toyota Rolls Out Flowery 2010 Prius Ad Campaign Touting "Harmony"

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    TORRANCE, California — Toyota launched a large-scale advertising offensive for the U.S. launch of the 2010 Prius on Monday. The ads are laden with nature, including singing flowers, and bear the zenlike slogan: "Harmony between man, nature and machine."

    Surely a first is Toyota's plan, reported by The Wall Street Journal on Monday, to put solar panels into bus shelters in major cities, including Boston and Los Angeles, that will transform them into cooling stations. The solar panels are similar to those used on the roof of the Prius, Toyota said.

    There are also plans for outdoor sculptures up to 12 feet tall in the shape of flowers that have recharging stations in them for cell phones, laptop computers and other electronic devices.

    The 2010 Prius will come as one model available in five trim levels with a price starting at $22,000. 2009 Prius sales so far this year are down by 50 percent.

    Inside Line says: Toyota gives the new Prius a little "spring" in its step with these wild ads. — Laura Sky Brown, Correspondent

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