Toyota's fuel-efficient Prius has nearly halved sales in three years since its launch! It is key for dealers to point out new appearance

Toyota launched the new-generation Prius in January 2023, with a new dynamic appearance and a more fuel-efficient power system. However, in the past three years alone, Prius's sales performance has declined significantly, with average monthly sales in Japan falling by nearly half. In addition to the popularization of gasoline-electric systems, Japanese dealers' new appearance is also key. Even with the new generation Corolla preparing to be released, Prius will face an existential crisis.

Toyota Prius’ current monthly average sales are almost waist-high compared to when it was launched in 2023.

As Toyota's fuel-saving representative and the pioneer in the Hybrid era, Prius has had stable market performance in the past with its excellent fuel consumption. However, after the new generation was launched in 2023, the average monthly sales volume in Japan was 8,262 units. However, in 2025, the monthly sales volume will only be 5,310 units, a drop of 36%. In the first five months of this year, the average sales volume was 4,382 units, a drop of as much as 47%.

Japanese media pointed out that in the past, Prius was the fuel-saving benchmark, and hybrid gasoline-electric systems were not yet popular at that time. Even when the third-generation Prius was launched in 2009, there were no Corolla Hybrid, Aqua and other cars. However, now gasoline-electric power has become a standard feature of Toyota's new cars, and many models are now only sold with gasoline-electric models, which has greatly reduced the competitiveness of Prius.

Dealers revealed that the sporty coupe appearance is one of the factors affecting sales.

In addition, Japanese dealers pointed out that the current generation of Prius has undergone significant changes in appearance. It has changed from the traditional sedan style to a sports coupe setting, and the height is significantly lower than in the past. This has resulted in a sacrifice in space practicality. For family consumers, they are more inclined to choose cars such as the Corolla Cross.

However, as to whether the Prius will be discontinued, Japanese media speculate that it will continue to develop, but the product positioning will transform. The next generation model will present a sharper and more dynamic appearance and a younger appearance to impact the market. The focus is expected to shift to PHEV plug-in hybrid systems, allowing Toyota to continue to delve into the new energy field.