Toyota Sets Pricing on Plug-in Prius


Arguably the leader in hybrid/electric automotive technology, Toyota has taken one more step forward in its quest to park a hybrid in every driveway by announcing pricing on its new, plug-in Prius model. That price? Just 32,760 US dollars (including destination charges but NOT including gov’t rebates or tax credits).

With a transaction price expected to end up just shy of $30K after incentives, Toyota’s plug-in contender is significantly less expensive than pure electrics like the latest Smart ED and Chevy Volt, and about the same as a Nissan Leaf (which, it should be noted, is a pure EV all the time, and – as such – is subject to debates about “range anxiety“).

Here’s hoping Toyota keeps rolling the ball forward, then, and that the next wave of performance Prii get the plug-in treatment as well.

Source: Toyota, via Green Car Reports.

About the Author

I've been in the auto industry 1997, and write for a number of blogs in the IM network. You can also find me on Twitter, at my Volvo fansite, or chasing my kids around Oak Park, IL.
  • ziv

    So Toyota has spent nearly a year saying that the PIP would be priced within $3k to $5k of the regular Prius, and now it comes in at $32k. You have to laugh, Toyota had to know that they Yen might be a problem but they kept on talking the talk, and now they are walking their boasts on price backwards. The PIP is pretty well kitted out, but is it worth $32k less $2.5k for a net price of $29.5k? Heck, it is still ugly and slow, but it does have decent storage space/trunk space and it’s svelte cousin is an engineering marvel, efficiency wise. The PIP is a rather poor upgrade from what HyMotion has been doing for years. Is it better than HyMotion? Yea. Much better I guess so. But

  • ziv

    But Toyota has overpriced a car that should have been built a year ago. And it looked tired last year and it looks worse now.
    But it does have Nav and a couple other upgrades that are worth hundreds of dollars! But it costs thousands more than it is worth…
    It is becoming ever more obvious that building an excellent EREV/PHEV is more expensive than we thought a year or two ago, and a lot harder as well.

    • Toyota’s Prius brand has become more valuable than its Lexus brand, and the demographic of Prius buyers skews upper/upper-middle class. Toyota has seen those figures, and exists to generate a profit for its shareholders. SO, they made the PIP the premium Prius (just like the Hybrid Civic is the best Civic) and charged accordingly. If the market doesn’t snap them up, they’ll discount them. All is as it should be.

      • ziv

        Interesting idea, Jo. But if they market to upscale buyers, why do they seem so cheap inside? The seats and the dash don’t seem to congruent with a mid-20k’s MSRP. I agree that most of the people that I know that bought a Prius have been professionals, but they trend younger in Northern Virginia, and they didn’t come up to a Prius in quality, they came across to it nearly laterally, i.e. from a 5 year old Civic or Corolla to a new Prius. The Prius seems more like a Corolla, not a Camry.
        That point aside, there is no doubt in my mind that the Prius is the result of an impressive amount of thought, engineering knowhow and refinement. 48/51 is incredible!

  • I drive the other car when there is any chance of exceeding my Leaf range. If you are an urban two car family, a plug-in hybrid makes less sense than a pure electric for your second car.

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