Let's guess how much a fully loaded one will cost!

The Build Your Own pricing module is set up and run by the regional offices, in your case SET. It's pricing is always different.

If you're looking at the Touring as the top of the line that may be another reason. Here in CAT no Touring models are sold so there's no pricing for them. The top of the line package #6 with Z1 runs about $29000-ish.

 

Now that I've seen the packages from Evan's pdf for the Prius Priority Packages being offered to those first buyers I'll revise my estimates somewhat.

I think that these Priority buyers will be offered less 'flexibility' than the general public which is very very diverse.

It appears that the Priority buyers will be offered Silver, Gold and Platinum. In looking over the list of features...
Silver is roughly Package #4 on the 2009 with some +/- ( below )
Gold is roughly Package 6 on the 2009 with one BIG PLUS( below )
Platinum is well above Gold

2010 Silver = 2009 Pck #4
+ XM
+ Tilt/Tele SW
+ Adjustable DR Seat
+ EV/Eco/Pwr Modes
- HIDs
- 2 Door SKS
I'd estimate that Silver is a few hundred $$ more than a 2009 Pck #4 or about $26500 - $27000

2010 Gold = 2009 Pck #6
+ XM
+ Tilt/Tele SW
+ Adjustable DR Seat
+ EV/Eco/Pwr Modes
+ Heated Fr Seats
- HID's
- Fog lamps
PLUS...Moonroof, Solar Panel and RACS

Because of the last BIG PLUS I'd guesstimate the Gold to run about $2000 more than the 2009 Pck #6 or about $31500.

That would put the Platinum in the $36000 to $39000 range. I'd guess the lower end of that.

Hopefully when the packages are created for the general public they won't be so feature-laden. For example in the 3 above there's no Navi without leather, heated seats and Moonroof at about $31000-ish.

 

Updating my estimate:

Silver = $26k
Gold = $30K
Platinum = $35K

 

Yep.. so Toyota saves the cost of the HID's in the Silver and Gold packages by installing halogens.

The Platinum gets the LED's in place of the HID's, an extra cost.