Shhhhh !!! let's not be too positive or excited here, that will only lead to more people buying priuses and that as you know will keep the gas prices lower and the economy will never rebound. We need gas guzzlers who give the bird and make up false reports, they are paying the tab.
I don't think it is a lie... I picked mine last Monday: 2010 Prius III Barcelona red MSRP: $24,557 (with "Preferred Premium Accessory Package": mats, wheel locks, cargo net, FirstAid kit -- nothing special, really) No trade-in Got it for $22,300 (plus ME sales tax + $34 title, this dealership does NOT charge any bogus "doc fees") Shopped around, contacted all area Toyota dealerships within 120 miles, visited 4 of them, negotiated at 3 of them, until I saw that I got an absolutely the lowest price. Plus, of course, Toyota gave 2 years of free maintenance, since I have 2 Camrys in my household.
According to the info I have you still paid over 5% of what it cost them. I'm not saying there aren't great deals out there, I got a nice one yesterday. But they aren't just giving cars away, they still take a nice profit. They are just more willing to deal now that people have stopped buying the Prius out of fear.