Toyota says it’s next generation Prius is likely to get upwards of 50 miles per gallon when it goes on sale later this year.

Although the Prius was a niche vehicle when it was first introduced, it has since become the go-to hybrid vehicle for the environmentally friendly. Bob Carter, Toyota’s vice president and general manager says the company has seen the change and is attempting to shift to meet needs.

“Since Prius was first introduced, the consumer demographic has shifted from an early adopter to a mainstream shopper,” Bob Carter, Toyota Division group vice president and general manager said. “The Prius has evolved to meet the changing needs of this growing and diverse customer base.”

Although Toyota has had the market share on hybrids, many companies have either brought a competitive hybrid to market, or will be introducing one soon. Many in the industry feel the Honda Insight is the first real competitor to Prius’ spot as the top hybrid.

But Toyota president Jim Lentz told the Associated Press that while the Insight will gain some buyers because of its low price, the Prius will still have an edge.

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