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The reason that the insight looks like the Prius is that... the Prius sells more because of its goofy looks.
People like to be smug in their hybrids. Honda did a study, and spent money on the civic hybrid hoping that people would prefer a normal car's looks to the goofy pregnant roller skate look. But, people kept buying the Prius instead.
So, Honda's response is to have a hybrid that also looks like a "hybrid" in people's minds.
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