The new Prius looks like a hit. Toyota still doesn’t expect to sell that much | Jobs Reply


2024 toyota prius xle hybrid awd gray

Toyota doesn’t expect to sell that many PriusMac Hogan

The new Toyota Prius is one of the most transformative new designs in recent automotive history. In one year, it went from one of the ugliest cars on sale to the slickest-looking Toyota ever. The stunning new model is more efficient, an order of magnitude better to drive, a stunning price, and already has interest from a younger, broader crowd. Dealers are already talking about five-figure markups. Toyota, however, still doesn’t expect much sales growth.

Lisa Materazzo, Toyota’s US Vice President of Marketing, said roads and tracks The company expects to sell about 35,000 units annually for the non-prime, standard Prius. This is an improvement over last full-year figure, but only just. Despite the product’s age and Toyota’s considerable supply-chain constraints, Toyota sold 33,968 Prius hybrids in 2021. With long-term gas price concerns at an all-time high, recession fears in the water, and more compelling products, the time seems ripe for a Prius resurgence. A 1000-unit improvement in one of the worst years in history seems remarkably conservative. That’s especially true when you look at the Prius’ two best years, 2012 and 2013, which both saw sales peak at 230,000 units.

2024 toyota prius xle hybrid awd gray

Mac Hogan

“There could definitely be an uptick on the 35,000 we estimate and we’ll do what we can if there’s demand,” Materazzo said. R&T.

These figures, then, are not the result of expected supply problems as a real look in the market.

“We don’t have a crystal ball, so it’s hard to say what our supply chain disruption might be in the short term… We’ve been dealing with it for a while and we’ll continue to manage it. I think it’s reasonable that there could be upside potential, but ultimately Until then, the market will decide.”

Even in the best-case scenario, Toyota never expects to come close to the high-water mark for Prius sales. While stronger-than-forecast demand may materialize—and reported dealer markups for the first allotment suggest it might—the six-figure sales volumes of the 2005-2017 era are likely gone for good.

2024 toyota prius xle hybrid awd gray

Mac Hogan

“I think it’s important to remember that we have more hybrids and more electrified vehicles across our lineup. So there are more options for buyers than in 2011, tied to that sales plan,” Materazzo said.

Back then, customers looking for a fuel-efficient hybrid were mostly stuck with the Camry or Prius. Today, they can get a Rav4 Hybrid, Rav4 Prime, Prius Prime, Hybrid Tundra or an all-electric BZ4x. A pie cut into so many slices leaves little room for such a sales standout. Add in the staggering number of hybrid, plug-in, and battery-electric options from rivals—almost none of which existed in 2012—and it’s hard to see how any hybrid can recapture the chart-topping 2nd- and 3rd-generation Prius. success

A gorgeous design and a new focus on performance are both huge improvements, but even Toyota knows they won’t be enough to change the way the wind is blowing.

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