$36,000 Plug-in Toyota Prius: Shorting Out
Another missed opportunity for Toyota?
I’d rather have a Volt or a Leaf
By the end of 2012 Toyota will add 11 new hybrid vehicles to its lineup, a pretty impressive show of hybrid force, yet these vehicles will mean little if Toyota’s hybrid pricing doesn’t become more competitive with conventional technologies.
And since we’re on the topic of hybrid pricing, what the hell is Toyota thinking regarding its $36,000 Prius plug-in hybrid?
It’s bad enough that the king of hybrid cars has let a host of other automakers lead the charge on plug-in vehicles, even plug-in hybrids. But to follow that complacency with a $36,000 price tag on the plug-in Prius seems to prove that Toyota really wants nothing to do with plug-in vehicles.
At $36,000 why chose a Prius over a Nissan Leaf or a Chevy Volt? For $5000 more the Volt offers 3 – 4 times the EV range of the plug-in Prius, and if range anxiety isn’t an issue, why not buy the Leaf for $5000 less? There just isn’t enough buzz for the plug-in Prius at this pricing point.
Of course, if priced at $30,000 the plug-in Prius might conquest too many conventional Prius sales, while being too unprofitable – at least until plug-in tax credits expire. Sure, that’s not the greatest business model, but if Toyota’s plans for fleet-wide hybridization are real, some losses in the plug-in game might be the best marketing for mainstreaming hybrid adoption.
