Sales of the Toyota Prius hybrid and Prius Prime PHEV declined 47.9% in the first half of 2022 versus the same period in 2021.
The Prius Prime PHEV declined a whopping 71.6%, while the Prius hybrid declined 25.3% in 1H 2022. The Prius Prime saw sales decline to 5,353 in 1H 2022 from 18,862 in the 1H 2021.
As you can see from the chart below from Toyota, all but four of Toyota’s “electrified” vehicles that were available in 1H 2021, saw sales declines. But the Prius Prime’s decline of 72% was well above that of any other models.
With only 25 miles of EPA electric range, the Prius Prime has less electric range than many other PHEVs, though more than the Jeep Wrangler 4xe, which has only 21 miles of range but is now the top-selling PHEV in the US. And now with 80 competing BEV and PHEV models available in the US, the Prius and its iconic brand have become less distinctive and no longer the best way to convey you care about the planet (green signaling). It will be interesting to see what Toyota does with the Prius in the coming few years. Will they let sales decline while maximizing profit margins, invest in upgrading the model -— especially the Prime and increase range above 30 miles, or will they let the model die a slow death?