Not only did the Prius help to prove that hybrid gas-electric powertrains can be feasible, reliable and desirable, the car has become the object of cultlike affection and a social statement. In the decade since the first Prius was introduced in the United States, more than 1.2 million havebeen sold worldwide. According to Toyota, 8 out of 10 Prius owners say they would buy another.

In keeping with its plans to increase hybrid sales to one million a year in the next few years (from 241,405 in 2008), Toyota is introducing a third-generation Prius in May. Will the new version of this iconic vehicle sustain the respect of its admirers? Will making the 2010 Prius slightly bigger and slightly faster add to the appeal?