Globe Drive

They appear shaped by the same cookie cutter, they're iced with similar red paint, they're priced near identically.

Yet these hybrid cookies don't taste at all the same.

In fact Toyota's third-generation Prius and Honda's first four-door Insight, both new to showrooms for 2010, couldn't differ more despite their host of similarities.

Begin at the heart of any hybrid, the combination of gasoline and electric motors.

Both of these are hybrids, but not equally so. Honda's use of an electric motor assisting a small, gasoline-powered engine is both simple and relatively inexpensive, so the base Insight LX sells for only $23,900. Whereas, the more sophisticated Prius blends electric and gasoline power – sometimes either, usually both – to use significantly less fuel, and Toyota's starter price is $27,500.

As it happens, the model of Insight we're driving, an EX, lists at $27,500 as well, a starting point for direct comparison. Pricier versions of the Prius with the likes of back-up cameras and solar-powered ventilation and remote control air conditioning are priced up to $36,565, but this Barcelona Red Metallic Prius and this Tango Red Pearl Insight EX are similarly – and quite nicely – equipped.

Toyota

Toyota is trying to maintain hybrid leadership in the face of Honda’s Insight, which represents the most direct challenge to Prius since it went on sale in 2000.

Interestingly, Honda and Toyota entered these cars in different categories in the recent Canadian Car of The Year competition by the Automobile Journalist Association of Canada. Honda chose the small car over $21,000 category, Toyota the family car under $30,000, despite their being virtually the same size (the Insight is 84 mm shorter). Whether avoiding direct comparison was the motivation, or strategic considerations in shooting for a class win and national bragging rights, we'll be driving both here and comparing strengths and weaknesses.

The most important consideration among hybrid buyers is surely consuming the least possible amount of fossil fuel. In a week of city-area driving in each, the Toyota averages 5.3 litres/100 kilometres, the Honda 6.7, establishing the Prius as our clear winner in the blue skies and green globe stakes.

For most drivers, though, contentment with car ownership involves more than clarity of exhaust and conscience. Some of the compromises in purpose-designed hybrids like these (as opposed to hybrid versions of regular models such as Camry, Civic or Ford Fusion) will disappoint those who expect these cars to measure up in every way to similarly priced conventional four-doors.

Neither Insight nor Prius rides or handles particularly well. Why? The rear suspension in either case utilizes a simple torsion beam axle. There are good reasons for choosing this setup over more sophisticated suspension possibilities – limited space under the car and saving money to compensate for the extra cost of the power trains ranking high among them – but a beam axle is the stuff of the cheapest econo-cars and it shows.

Honda

Honda has revamped its strategy in the fuel-sipping, environmentally friendliest auto segment by using Insight to offer a dedicated hybrid model in addition to hybrid versions of some of its cars.

The highly aerodynamic body shape of these cars serves to maximize fuel efficiency in highway driving, but introduces challenges in providing adequate roominess for passengers and rear vision for the driver.

Toyota has met these challenges more successfully. Adults riding in the Prius rear seat have more leg-, foot- and headroom than in the Insight. A longer wheelbase and larger foot wells beneath the front seats affects a noteworthy difference. As for vision, while both cars have split rear windows, the Insight's upper portion is so near horizontal that little can be seen through it.

The Honda holds an edge elsewhere. To this driver at least, the Insight rides better over Toronto's catastrophic potholes and the steering serves up more rewarding feedback, making the Insight the more pleasurable drive in our city area experience.

Insight's instrument panel is easier to use. It's less space age than the Prius in appearance and function, but serves up superior ventilation flowing from four large vents in the dash that swivel to direct airflow. Insight has a traditional hand brake that's easy to modulate, Prius an on-off rocker switch. Insight operates with a key inserted in the ignition as in most cars, the Prius ‘key' is kept in your pocket and pressing a button activates electric or gasoline operation depending on the temperature.

Assembly quality and fit and finish are impressive in either car, although the Insight's clamshell-type outside door handles resonate cheaply when released.

The Insight's light-grey seat upholstery appears more stylish to this driver than the Prius's fuzzy beige, but the Prius interior holds more delights with an abundance of storage shelves, cubbies and twin glove boxes. The Prius gearshift operates electronically, so instead of the usual console dividing the driver and passenger spaces an opening beneath the shifter creates a feeling of airiness and space for yet another storage tray.

The Insight has Formula One-style shift paddles that seem somewhat of an oddity in a car this tame. Constantly variable automatic transmissions are the rule in vehicles designed for fuel efficiency, and while manually shifting the Honda with its paddles can create the impression of changing gears, it's soon lost as the CVT resumes its infinite progression.

With 98 horsepower and 123 lb-ft of torque, the Insight isn't going anywhere very quickly regardless. Nor does acceleration rank high with the Prius, which peaks out at 134 hp but only 105 lb-ft. These cars are purchased to beat regular vehicles at the pumps, not at the stoplights.

It's necessary to stop for fuel as often as in most conventional vehicles. The gasoline tanks are small – 45 litres in the Toyota, only 40 for the Honda – to compensate for the space taken up by the batteries required for hybrid operation. The cost per fill-up will be less, but the irritation of having to pull up to the pumps remains the same.

Price-sensitive shoppers will want to know what the $23,900 LX version of the Insight lacks. Paddle shifters, who cares? USB connector, some care. Stability control, the system that arrests skids in the cases of the EX and the Prius, everyone should care because this is a safety consideration.

Which is the winner of our comparison of $27,500 hybrids? We prefer the Honda's ride and handling, a major consideration for this driver, but Toyota's Hybrid Synergy Drive not only uses significantly less fuel, it is magically involving for the driver with its near-silent electric operation pulling away from stops. The third-generation Prius may not be perfect, but it sets the standard tomorrow's plug-in hybrids and electric vehicles must excel.