My Lexus actually had an MSRP of $32,112. You can easily buy a Prius that's pricier than that. Hell, my wife's Prius IV was 30,800 MSRP (approx) and it's not a top of the line car. You can load up the Prius and get the car over $35K. I think if you put every silly option on my car you can get it over $40K, but the dealer told me that 90% of the cars he gets are at the price mine sold for, and they are selling like hotcakes @ that price level.