Toyota Prius Prime Aggressively Priced In Netherlands, Late 2016 Arrival

AUG 1 2016 BY JAY COLE 37

Good News! Pricing of the Prius Prime (Plug-In) has been announced in the Netherlands...and its only 15% more than than standard Prius

Good News! Pricing of the Prius Prime (Plug-In) has been announced in the Netherlands…and its only 15% more than than standard Prius

Finally we have some hard news on pricing and arrival dates for the upcoming Prius Plug-In/Prime (specs/details) – which is Toyota’s new take on the 1st generation Prius PHV – now featuring 22 miles (35 km) of real world/EPA range.

Inside The 2017 Prius Prime

Inside The 2017 Prius Prime

Toyota Netherlands is the first region to break word on the actual cost of the Prime (which is just called the Prius Plug-In for most places not the United States) – from 34 495 ($38,500 US) in late 2016 at the dealership.  

Now, before we get into the details on the specs, we should note pricing in one country doesn’t directly relate to another – in some countries vehicles are “inexpensive” while others have distinct “premiums” added to the pricing.

So to better estimate pricing in your neck of the woods, take the pricing of a new product versus the closest known commodity, then apply the same mark-up.

In this case, the “standard” Prius retails from €29,995 in the Netherlands, making the Prius Prime exactly 15% higher. Hopefully, this premium percentage stays mostly consistent throughout the rest of the world, because quite frankly, that would be a steal.

For example: At 15% mark-up, this would roughly equate to the Prius Prime being offered at $28,000 in the US (the base Prius is $24,200), and in Europe the Prius Plug-In (using the same comparison method) would range from around €29,000 and up depending on the country.

Toyota Prius Prime Debuts In New York In March

Toyota Prius Prime Debuts In New York In March

Still, a $28,000 MSRP for the US is probably too aggressive/unrealistic.  When the 2nd gen Toyota plug-in debuted back in March we suggested that a starting price-point of $29,990 sounds about right to us (with a higher “tech level” in the mid 30s), and with a new larger 8.8 kWh battery on tap, the Prius Prime will be eligible for a $4,168 federal credit in the US – which would give the plug-in a net price of ~$25,700.

Accounting for the $4,168 federal credit in the US (thanks to the larger 8.8 kWh battery), that would give the Toyota a net price of~$25,700.

As for the specs offered as part of the 34,495 base “Business Plan” package in the Netherlands:

• Go Plus navigation combined with 8 “Toyota Touch multimedia system 2
• Matrix LED headlights
• Alloy wheels
• Climate control with separate zones
• Head Up Display
• Rear Park Assist Camera
• Full Smart Entry & Start
• Rain and light sensor

Toyota Prius Prime 11.6 optional center infotainment center

Toyota Prius Prime 11.6 optional center infotainment center

Only thing we aren't a fan of in the new Prius Prime, more trunk filled up with the larger 8.8 kWh battery

Only thing we aren’t a fan of in the new Prius Prime, more trunk filled up with the larger 8.8 kWh battery

Additional standard features included is Toyota’s Safety Sense:

“…which includes radar-based Adaptive Cruise Control (ACC), Pre-Collision Safety System (PCS) with pedestrian recognition, Lane Departure Alert (LDA), Automatic High Beam (AHB) and Road Sign Assist (RSA)”

The “luxury package” for the Business Plan model (+ €1,500) also adds:

“Wireless charging capability for a mobile phone, a parking assistance system (SIPA) including parking sensors front and rear and JBL premium audio with ten speakers.”

The solar roof we thought was only available in Japan? Not so much.

The solar roof we thought was only available in Japan? Not so much.

As the Prius Prime is rated below  30 g / km for CO 2 (its 29), the plug-in Prius is eligible for the Environmental Investment Allowance (MIA) for businesses, which can reduce the price by 4,900 euros.

Also of note, the rooftop “solar” option that we had been lead to believe would be Japan-only, is also coming to Europe in 2017 – no pricing has yet been announced.

Hat tip to offib!

Categories: Toyota

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37 Comments on "Toyota Prius Prime Aggressively Priced In Netherlands, Late 2016 Arrival"

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The sad part is.. By the time the Volt get’s its larger credit, it will still cost about the same as the Prime. Nevertheless, I still expect the Prime to outsell the Volt.

Agreed, but the Volt doesn’t have 1 million previous owners to market towards.

P.S. Saw my first Volt 2.0 in the wild yesterday, it was Very! blue, probably not the color I would pick.

And ironically also the first ELR also. The ELR looked really nice, maybe the best Caddy I have seen on the road in a while.

Ugh, that trunk space really blows. Why would anyone buy this? There are plenty of PHEVs with more trunk space and longer ranges on the market and most of them won’t cost that much more.

Still beats the trunk space in the C-Max Energi and especially the Fusion Energi.

For government subsidies and skipping on gas taxes. Ironically, it is indeed may be called a “steel”. Maybe for easier access to downtown as some big cities in Europe increasing restrictions on this. Other than that, it makes zero sense to pay extra $4,000-$5,000 for battery taking up extra space and then plug/unplug it daily for little economical benefit.

I would happily pay $4,000 premium over a gas-powered car to have it be a PHEV. 22 miles is certainly a usable amount of range, even if more is certainly desirable.

Yes, but if you are willing to pay extra for being able to drive on battery no matter what, you will be able to spend money on several ~200 mile pure battery cars in 2017-2018, no gas needed if you insist. My guess is that most Prius buyers are getting it for practical reasons, although certainly not everybody.

“Only thing we aren’t a fan of in the new Prius Prime, more trunk filled up with the larger 8.8 kWh battery”
Don’t forget, the 5th seat disappeared too.

While mentioned as a constant thorn in the Gen 1 Volt, everyone seems to overlook that in the Prime.

Their Mirai doesn’t have the 5th seat either but car reviewers don’t seem to mind that.

Curious how that goes.

It’s funny, I asked a popular reviewer on another website why they had wrote about the Gen 2’s small fifth seat when comparing it to the Prime, while not even mentioning the fact that the Prime had no fifth seat.

They proceeded to talk about how small that fifth seat was and that it couldn’t, in practical terms, hold a fifth adult for comfortable long trips. They completely ignored the fact the Prime has no fifth seat whatsoever, even when I asked the question. Unreal! 🙂

In Europe that could be more than 10000 € less than a Model 3, and that with real goof standard equipment.

Another Euro point of view

Saw one today in Luxembourg for the first time, looks better in real than on pictures.

GM needs to bring the new Volt back to Europe.

The Prime makes a Bolt or Model 3 look just that much more appealing. It is also a very weak competitor for the Volt.

I will be really surprised if Toyota sells many of these.

Why? Expect 40-45k € in Europe for Model 3 or Ampera-E and 33k € for Prime. In US 29,9 $ vs. 37,5k $ Bolt or >35k $ Model 3. Bolt or Model 3 will both not have Matrix LED or HEad Up Standard.

They already achieved that with the first generation.

It will sell.

Because it is a Toyota Prius.

Yes, Prius loyalist are that stupid.

Well, let’s thank god you are here to enlighten us.

The base price is € 28,925,= before taxes in the Netherlands.

Second generation with 40 kWh could be same price and battle, the 60 kWh would be more I think, 30 kWh less than a Prius.

Curious to see how sales go, … I think Toyota could end up moving a LOT of these.

As an owner of (2015) Plug-in Prius – base model – the Toyota NAV is absolutely terrible. I would not pay extra to get a Toyota NAV, and might NOT even purchase the vehicle if the NAV is bundled.

My 4runner has entune. Other than “navigate home” we just tell it to go places purely for entertainment. Then we laugh about the crazy stuff it comes up with. Completely useless, why don’t manufacturers just use Google?

It’s awful. Right now it’s hard to think of a car maker I dislike as much as Toyota. Much to do with their hydrogen hype, but also the incredibly dumb commercials they’ve been running for years before the plugin Prius became available: “No need to plug it in – it charges automatically as you drive!”

Toyota is evil.

What would be curious is if any aftermarket suppliers will build extra battery packs to extend this PP’s range, like they did when they created the first plugin Prius, before Toyota got off the pot, and stuck their EV Pinky in the EV World, with the first PP!

There are a lot of oddities about the Prime, but strangely, I do think it is more attractive than the standard hybrid Prius. The large screen inside is nice, and it is a midsize vs. the Volt which is truly a compact ( and one with very small back seat ).

My choice would be a Volt with it’s 53+ mile EV capability. I can see a whole lot of people with short work commutes doing very well with the Prime. Add the new independent rear suspension and it does have a compelling argument.

Seating for 4 is a BIG head-scratcher ( take THAT Priusophiles who have asserted the Volt was a loser for seating 4, not 5! ). The sci-fi interior is just total “1950-60s space race” – and the less white glossy plastic the better…But I still have to give Toyota credit for packing a lot of efficiency into the Prime. I think the Volt and Prime are over priced though. I think the Volt has a bit more justification going for it’s price however – being the size of it’s battery pack.

This is just a compliance car.

Keep telling yourself that, if it makes you feel better. It will be the only compliance car to outsell every other EV currently available until the Model-3 arrives.

I hate it for the bullshit CO2 rating. The same goes for all other PHEV’s people never plug in.

A minivan has 30 miles of range, seats 7, and can haul 4×8 sheets of plywood… This prius is lamer than usual.

The main error in this article is to not mention VAT.

Prices in The Netherlands are always including 21% VAT. US prices are always ex VAT.

So to compare to US prices, first exclude VAT and then convert to $.

€ 34,995 –> € 28,921 (ex VAT) –> $ 32,392

Oops, erred on the price. Calculation should be:

€ 34,495 –> € 28,508 –> $ 31,929

In Europe, the available 11″ vertical touch screen will not be offered. Instead, it will be equipped with an 8″ screen, which will probably also be the standard one on the base Prime. No images have been shown yet, the 4th gen Prius having a 7″ one. The C-HR has an 8″ screen. The same?

Its so nice to read that Prius Prime is priced just 15% more than Prius.

This should appeal to many and probably the upcoming sale of Ioniq-Plugin has weighed in on Prius-Plugin’s pricing.

Ideally they should have named it as Prius-Prime the World over so that it becomes a common known name. No idea why Toyota choose the word plugin. Prius-Prime is a vehicle with different grill and dimensions compared to regular Prius.

News from The Associated Press

[quote]Toyota’s much ballyhooed plug-in hybrid Prius Prime is being pushed back by several months, with the new sales date set for late this year or early next year.

Toyota Motor Corp. said Wednesday the launch dates were being delayed for Japan, the U.S. and Europe.

“We decided we want to take our time and more care before starting mass manufacturing,” said company spokeswoman Kayo Doi.

The Japanese automaker did not give other details or launch dates.[/quote]

The AP is a credible source.

Is this because Toyota listened to the critical comments on trunk volume and it being “only” a four seater?

We can only hope the final version will be improved so that the wait pays…