The hybrid market is a burgeoning one, and Toyota has almost had it to itself since the Prius was launched at the turn of the millennium. There was the Honda Insight, but the last generation car looked like a sporting golf buggy. Where Toyota managed to tread a careful line between eco chic and sandal-wearing eccentricity, Honda's effort was a little too outlandish.
The latest Insight is quite refreshing, however. It shares visual similarities with the latest Toyota Prius - the aerodynamic rear hatch that ruins rear visibility, for instance - but manages not to stick out like a sore thumb. This is perhaps disappointing if you want to be a high-profile celebrity hybrid driver, but the whole concept needs to appeal to a mainstream audience, so the Insight is important.
It is the differences more than the similarities to the Prius that mark the Insight out, though - it is not a 'full hybrid', as Toyota terms it, which means the Insight cannot run on batteries alone. The electric engine is there to assist the petrol-powered one, which will immediate put off those drawn to the whirring milk float excitement of the Prius.
It is still a frugal car, however. Eco mean has the dashboard glowing green if you drive carefully and reins in flamboyant use of the air conditioning to maximise the fuel saving effect. Honda seems to have missed a trick by sending the Insight to the showrooms emitting 101g/km of CO2, though - it just misses the lowest (free) road tax band and congestion charge exemption.
When it comes to driving, it is all somewhat relative. Compared to a Ford Focus the Insight would be disappointing - the steering is light and the handling is forgettable. Compared to a Prius however it is much sharper to drive. The CVT gearbox saps performance somewhat, but then the car frowns on fuel-consuming hijinks anyway.
The cabin feels well put together and is nicely trimmed - about what you'd expect from a Honda, which is a reasonable compliment for the Insight. The Prius remains expensive, you have to really want to own it, but the Insight makes a hybrid an everyday proposition for the first time.
It stands up as a practical family car on its own footing. Admittedly you can get some fairly frugal diesels these days that could challenge the Insight, but at last it comes down to taste, and not circumstance.