Prius deals? Toyota doesn’t understand the concept

The best deals ever on a Toyota Prius? If you're going to say, then do it.

Prius deals lacking compared to the competition.

Time to buy anything but a Toyota hybrid?

I think Toyota is the best player in the automotive game these days. Has been for quite a while, despite the recalls, although I think Hyundai is a strong up-and-comer, and Ford’s CEO Alan Mulally is the best in the business.

Still, sometimes Toyota seems so publicly aloof it’s not just shocking, it’s ridiculous.

Anyway, before I go off on several tangents, I’m going to bring this one back home. Prius deals. Hybrid deals. December was supposed to be one of the best months ever to buy a Prius. Yet, according to data from Edmunds not one Toyota vehicle, outside of Lexus, is on the list for best end of the year deals. WTF?!

OK. I think the hype around plug-in vehicles has been extremely overblown. There is barely any objective scientific research demonstrating that plug-in vehicles are ready to leapfrog hybrid cars on the path towards mainstreaming. In fact, full hybrids might be too much battery according to the EIA. Still, the public, at least a good chunk of them, are fascinated by plug-in vehicles.

So cater to them.

For years already Toyota has been testing plug-in hybrids in real world conditions all over the world. Others have been converting Prius hybrids into plug-in Prius hybrids; nevertheless, Toyota has let numerous automakers beat them to plug-in vehicles. It doesn’t matter that the market isn’t ready for them – even for most early adopters – without massive government subsidies. Perception matters.

Look at Toyota’s recalls. Any weird crash in a Toyota is a national headline. Yet, people can die in a Ford Windstar that should have been recalled many years ago and no one cares. Perception matters.

So, Toyota believes that hybrid cars will achieve far greater penetration than plug-ins will for many more years and; therefore, let other automakers beat them to plug-ins. Fine. Be overly rationale, but put your money where your mouth is. Deliver the kind of deals that push the Prius back into the Top Ten US sale’s list, for instance. Make Camry and Highlander hybrids more compelling to Camry and Highlander buyers.

But most important, if you’re going to call December one of the best months ever to buy a Prius, make sure the fricken deals got your back. It’s not rocket science. Perception matters.

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