People Don't Care About The Toyota Prius— Is It Time To Say Goodbye?
What happens when you mix sky-high gas prices with the sudden end of federal EV tax credits? A massive surge in hybrid sales, as it turns out — but not all hybrids are enjoying the fun times.
A year after federal electric vehicle subsidies officially went bye-bye, pure EV sales have predictably fallen down the stairs. But with fuel prices now squeezing the blood out of America's household budgets, thanks to war in the Middle East, new car shoppers aren't giving up on fuel efficiency—they're just pivoting to hybrids.
Automakers with robust hybrid lineups are raking in the cash, with Toyota predictably leading the race. People are gobbling up hybrid crossovers and sedans faster than ever before, yet despite a record year for hybrid adoption, the most iconic hybrid badge on the planet is getting left in the dust.
Sales of the Prius are basically nonexistent.
In September, Toyota moved more than 25,000 Camry Hybrids and almost 30,000 RAV4 Hybrids. Meanwhile, standard Prius sales dropped to a dismal 1,897 units for the month, down from an already lukewarm 2,011 units sold the previous September.
In fact, Toyota actually sold more battery-electric bZ models in September than standard Prius hybrids. You have to combine sales of the standard hybrid Prius with the plug-in Prius just to barely edge out Toyota's single EV entry. Year to date, total Prius sales have crumbled by 51 percent, dropping to just 16,731 units.
There is a strong case to be made that the Prius doesn't really even need to exist anymore.
Shoppers can get versions of Toyota's reliable hybrid system up and down the lineup from Corolla to Camry to RAV4, through to the Tundra, Tacoma, and Sequoia. In fact, outside of the sporty boy Supra and GR86, you can pretty much get almost any model in the Toyota showroom with a hybrid powertrain now.
So why buy a freaky-looking hatchback that resembles a doorstop when you can get a popular crossover body style with the same fuel-saving hardware under the hood? Sure, the Prius is now basically stylish compared to its awkward, frumpy origins in the early aughts, but most American buyers are not stylish people — they want to buy RAV4s and shop for Diet Coke at Walmart.
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An experienced automotive storyteller and accomplished photographer known for engaging and insightful content. Michael also brings a wealth of technical knowledge—he was part of the Ford GT program at Multimatic, oversaw a fleet of Audi TCR race cars, ziptied Lamborghini Super Trofeo cars back together, went over the wall during the Rolex 24, and wrenched in the intense IndyCar paddock.
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We were among those September Prius buyers - the few, the proud. It still has a niche. The other Toyota hybrids were either too big or too basic (cheap). Our PHEV is quick and stylish. It even has a solar panel on top.
I have a 2017 Prius. It's a good car. I was in the market to replace it but the current generation is a big step backwards. Yes it has more power and is pretty, but rear visibility is a joke, my head was brushing the roof of the car (I am just of average height), the video rearview mirror was a joke as was the rear seat, and it had less utility. The 2017 generation Prius was such better car. I refused to buy the current generation Prius. It's just a bad design. No wonder the new ones are not selling.