well i would compare it to Prius base and not some top version with LED lights that Matrix wont ever have.
Right. Can you really consider them equivalent vehicles? The Prius V is 10" longer than the Matrix, 1" higher, and gets about 42 mpg combined vs. 29 mpg on the Matrix. Size difference alone, you'd expect to pay something more. Difference in MSRP on base models is $7500 in the U.S. not the nearly $13K quoted by the OP's dealership (after incentives, etc). I can't compare the Matrix XRS because apparently it's no longer sold in the U.S.