For some time now, those set on achieving over 40 mpg in an advanced, contemporary sedan had but one option: The Toyota Prius. The lack of choice showed, too, as prices for the celebrated hyper-miler reached heights comparable to its fuel economy ratings. The sudden and striking arrival of the 2010 Honda Insight, however, suggests a change in the Hybrid tides.

On the outside, comparing the 2010 Honda insight to the third-generation 2010 Toyota Prius is like comparing apples to oranges. Though both vehicles are designed to accomplish the same thing, both take a remarkably different approach when it comes to personal style. Conservatively styled with modern features, the Prius certainly looks the part of an accomplished compact hybrid sedan.

Honda, however, has taken a noticeably more athletic approach to the 2010 Insight. Equally aerodynamic and compact (though about 300 pounds lighter), the Insight adopts a sportier, sleeker body style. Tight seals, sculpted features, aggressive projector beam headlamps and alloy wheels give the Insight a more modern appeal. There’s an obvious emphasis placed on fun, not just function.

Despite its inherent sportiness, the true purpose of Honda’s vehicle is not lost. Like the Prius, the Insight features an incredibly advanced hybrid system that matches a conventional combustion engine with a powerful electric motor to ensure exceptional synergy, low emissions and remarkable efficiency. Toyota’s offering eclipses the 40 mpg mark with a 1.8-liter four-cylinder engine making 98 hp and 105 lb/ft of torque.

The Insight, on the other hand, matches that 98 hp and eclipses the 40 mpg mark (43 mpg) through a dynamic 1.3-liter four-cylinder i-VTEC engine. Insight’s hybrid engine achieves a more responsive 123 lb/ft of torque, ensuring impressive off-the-line acceleration and spirited high-end passing power. Power is controlled through an automatic transmission with available steering wheel-mounted paddleshifters, an athletic and enjoyable option not available on the Toyota.

The Insight also features an intuitive green Econ^™ Button, which, when pressed, improves mileage by manipulating and maximizing idling, climate control and drive-by-wire throttle response systems. Honda’s button also improves the Insight’s regenerative braking system, which captures the kinetic energy naturally created by braking and uses it to recharge the vehicle’s battery system. Like the Prius, the Insight displays efficiency readouts, progress and information on an easily viewable screen. Both vehicles utilize similar suspension and steering systems to ensure precise, enjoyable handling and control.

Inside, Honda’s Insight offers exceptional versatility and comfort. Premium materials complement quality craftsmanship to create an environment that is equally welcoming and functional. Like its exterior, the Insight’s cabin is skewed more toward modern appeal and tech-savvy amenities. Beyond Bluetooth hands-free communication, the Insight offers a 160-watt CD audio system complete with easy iPod and USB integration. Honda’s available voice-activated Satellite-Linked Navigation System rests atop the center stack and features a database of over seven million points of interest.

For safety, both Honda and Toyota clearly know the importance of incorporating the absolute latest technology and advancements. Both vehicles feature standard antilock brakes and six intelligently placed airbags. Honda’s new Insight adds the handling confidence of a Vehicle Stability Assist^™ system with integrated Traction Control, as well as active head restraints and an advanced, high-strength Advanced Compatibility Engineering^™ (ACE^™) body structure. These measures have earned the 2010 Insight a well-deserved five-star safety rating from the National Highway Traffic Safety Administration.

The most important difference between the all-new 2010 Honda Insight and the Toyota Prius is listed prominently on their stickers. The 2010 Insight (MSRP $19,800) comes in over $2,000 less than Toyota’s hybrid option (MSRP $22,000).

Well equipped and well designed, the 2010 Honda Insight is indeed changing the hybrid tides. Now, you have a choice.