Toyota Turns Up The Heat And Announces More Discounts For The Prius

Toyota Motor Sales, U.S.A., Inc., today announced new "ECO-nomic savings bonus" incentives on 2007 Toyota Prius resulting in savings of as much as $2,000 on certain options packages.

"For more than three years, consumers shopping Prius found short supplies and premium pricing," said Jim Farley, group vice president, Toyota marketing. "Last Fall, we increased production by 50 percent, ensuring an ample supply. Beginning in mid-January, we added mild price incentives. The added supply and lower prices have attracted a whole new segment of mainstream buyers, resulting in all-time record-breaking sales in February and March. We think the ECO-nomic savings bonus will be even more successful in bringing hybrid technology to a broader range of mainstream buyers."

In February and March, Toyota offered mild financing and lease incentives on Prius, resulting in robust sales increases of 86.8 percent and 133.2 percent respectively, over the previous year, both all-time records.

With combined sales of 169,797 units in 2006, and 57,162 units through the first quarter of 2007, the Toyota Prius, Camry Hybrid and Highlander Hybrid are the industry's three top-selling hybrid models. In calendar year 2007, combined sales of Toyota and Lexus hybrids will exceed a quarter million units.

Effective April 3, 2007, Prius customers will receive discounts on available factory-installed option packages, except the base and Package #1 (HE) models.

Discounts on pricing for factory-installed option packages range from $600 to $2,000. Each package in the program offers safety features such as Vehicle Stability Control (VSC), backup camera, Smart Key system and audio system with MP3 capability and auxiliary port.

Packages for Touring Edition are comprised of HID headlamps, backup camera, Smart Key system, JBL(R) Premium sound system with nine speakers, MP3 connectivity, Bluetooth(R), VSC, security alarm, HomeLink(R), navigation system, and leather steering wheel and seats.

Discounted MSRP for factory-installed option packages are outlined in charts below:

Factory-installed New MSRP Discount Options

Package #1 (HE) Package Discontinued, -----
Limited Supply Available
Package #2 (HG) $575 $600
Package #3 (HI) $2,105 $600
Package #4 (HK) $2,580 $800
Package #5 (NL) $3,280 $2,000
Package #6 (NW) $4,550 $2,000


Touring Edition New MSRP Discount
Factory-installed
Options

Package #5 (NM) $2,905 $1,750
Package #6 (NR) $4,175 $1,750


The base MSRP for the Toyota 2007 Prius is $22,175 and the Touring Edition Prius MSRP starts at $23,070.

enthusiastx11 - 4/4/2007 11:54:37 AM

+2 Boost

it's one of the few legimately eco-friendly hybrids on the road. can't believe that demand is already slipping. very surprised they need to discount.

silent_power - 4/17/2007 2:35:57 PM

+1 Boost

Give me a break enthusiastx11.
Prius II is on
market since 2003...

1970toyotamarc - 4/4/2007 11:57:40 AM

+2 Boost

Guess I should have waited a couple months.

webguy - 4/4/2007 1:04:07 PM

+3 Boost

#1 Well duh. Look at it. The Camry is downright sexy compared to this.

#2 I find it interesting the Toyota offering discounts is news. I drove by an Acura lot the other day with 1.9% financing being offered on their TL. That’s an insane discount for their bread and butter car, and nobody cares. When Toyota discounts stop being news, THAT’S when they’re in real trouble.

#3 There’s another headline on this very site of Toyota hybrid sales "exploding." Again, TL sales, even with aforementioned discount... declining. Ouch. Here, they’re still up.

#4 Having realized all the above, any worry about this article’s significance is moot anguish.

izfuney - 4/4/2007 1:33:36 PM

+1 Boost

Strangely, the price drop is not a significant one unless you added the priciest options. Which i guess alot of people did not .. Essentially they made all their options almost like the same price.
Please do fator this in with the fact that you no more get $2000 fed rebate or Cali HOV stickers .

XYZZ - 4/5/2007 6:00:02 AM

0 Boost

enthusiast:

"it's one of the few legimately eco-friendly hybrids on the road. can't believe that demand is already slipping. very surprised they need to discount."


demand slipping? with sales increasing 133%?

i guess you are NOT smarter than a 5th grader.

S4cabriofoxone - 4/5/2007 8:01:43 PM

+1 Boost

Is this really a good thing for Toyota?

XYZZ - 4/6/2007 7:18:03 AM

+1 Boost

it's good for toyota. it's good for the industry (brings down costs of ALL hybrids). it's good for the planet.

NOT so good for the Big Oilys. NOT so good for OPEC. NOT so good for global warming deniers.