HONDA'S latest effort to expand worldwide sales of its petrol/electric hybrids should be much more successful.
It wants half a million sales a year within about five years - up from 11,000 in 2007 - and believes pricing is the key.
The new five door, five seat Insight goes on sale next spring. It is a Civic-sized hatch priced around £15,000 - the same as a diesel Ford Focus.
It will have a refined and updated version of the integrated motor assist (IMA) system in the Civic with a 95bhp, 1.3 petrol engine and a 20bhp electric motor driving through an automatic gearbox.
The batteries and the electronic control unit that manages the system are mounted beneath the boot floor, minimising intrusion into passenger space.
The official average fuel economy figure will better 60mpg and emissions are likely to be at or slightly below 109g/km - good enough to exempt it from road tax after next April and attract only 7% company car tax.
Interior
Honda's plan is to offer a realistic alternative to petrol or diesel hatchbacks, rather than a fringe model for a handful of green sales.
Interior details are sketchy but there will be more than one spec to broaden its appeal.
Hybrid versions of the Jazz and Civic, plus a stylish coupe, will follow.
FAST FACTS (All figures approx)
Honda Insight
Price: £15,000
Mechanical: 95bhp, 1,339cc, 4cyl hybrid engine driving front wheels via automatic gearbox
Max speed: 115mph
0-62mph: 11.5 secs
Combined mpg: 60
Insurance group: 7
CO2 emissions: under 109g/km
BiK rating: 7%
Warranty: 3yrs/ 90,000 miles, 3yrs paint, 12yrs anti-rust
Marks: 9/10
Main rival: Toyota Prius, VW Golf Bluemotion