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Sounds like they want to sell them IMO. A base Camry starts at $22k, the hybrid starts at $25,900, so essentially 26k. Thats a $4k premium, and IMO a good price for what you get. The Matrix (closest model to a Prius IMO) starts at almost $19k and the Prius starts at $23,500 so the premium is very similar there.
I am eager to see how the new Camry Hybrid does in the real world. They have drastically improved upon the EPA ratings versus the previous gen Camry Hybrid.
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