Toyota Says Discounts On Plug In Vehicles Are Needed To Keep Buyers From Looking Elsewhere

Toyota wants to sell 12,000-13,000 Prius plug-in hybrid-electric vehicles in the U.S. this year to remain competitive with plug-in and EV competitors, Toyota Div. Group Vice President Bill Fay says.

The auto maker delivered 12,750 Prius PHEVs last year, WardsAuto data shows, besting higher-profile models such as the Nissan Leaf and Mitsubishi i, yet falling shy of the 23,461 Chevy Volts sold in 2012.

Deals on the Prius PHEV, which went on sale here in spring 2012, have been abundant. Fay says incentives are necessary because the car is in a competitive niche segment.

“I don’t know that we have to necessarily go around and match everybody,” he tells WardsAuto in an interview. “But I think we have to be cognizant of the world those shoppers are operating in…and we have to be sure we offer the same kind of value when they go to buy the vehicle.”

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topneuro - 3/4/2013 5:26:40 PM

+1 Boost

Current Ford Plug-in vehicles indeed outperform Toyota current Plug-in vehicles, is going to take more than incentives to keep buyers looking elsewhere as gasoline prices continue going up.

lexworld - 3/4/2013 6:14:13 PM

+1 Boost

...The Ford Plug-in may outperform the Toyota but I doubt very seriously that is will out last it. And that's where it really counts!

trmckin - 3/4/2013 6:52:50 PM

+2 Boost

Only time will tell in that category. In the end, Toyota's leg up on longevity is not the gap it used to be. Not even 100% sure there is a gap these days. Considering most people that buy new don't drive them to 100k+ miles, is that even an issue?

HughJass - 3/4/2013 9:30:44 PM

+1 Boost

The way the economy is going, people will need to drive their cars 200K miles.

Think the Prius has been basically problem free since its release, Ford still needs to prove its system (which is probably based on Toyota's) can last that long.

trmckin - 3/5/2013 10:48:52 PM

+1 Boost

No doubt but what people need to do and what people actually do are 2 different things. Most people like new vehicles and piece of mind that comes with a low mileage vehicle under warranty. I typically drive mine to about 225-250k before selling but at the same time, they are usually pretty destroyed from ski trips, winters, camping and kids. Thought has crossed my mind on many occasions on changing vehicles more frequently to keep something nice for when I'm hosting clients. It's just difficult to justify the cost and depreciation.

trmckin - 3/5/2013 10:49:31 PM

+1 Boost

peace of mind rather^

jeffgall - 3/4/2013 11:03:23 PM

+1 Boost

Don't worry Toyota. Obama to the record to create artificial demand.