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Toyota once set a goal of improving efficiency 10% with each generation of Prius, but they hardly improved it at all from 3rd to 4th. It was foolish to make such a goal considering diminishing returns makes each 10% improvement much more difficult than the preceding improvement.
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Gen IV Prius is significantly more efficient than Gen III. I haven't seen evidence of a Gen 3 Prius getting 100+ mpg, most report getting around 40 mpg. Gen 4 Prius, with a full car and air conditioner running, is still capable of about 60 MPG at even at 70-72 MPH highway speed, which is quite impressive at significantly over a 10% improvement: