To get behind the wheel of most new 2013 Toyota Prius models, you'll have to pony up some extra cost compared to 2012 models. Around the cost of a few tanks of gas. The standard Prius Liftback version goes up by $200 and the Prius V goes up by between $100 and $155. The price for the Prius Plug-In stays the same (as does the one for the Prius C, we assume, as that model is not mentioned in Toyota's press release).

The Liftback version also gets a new Persona Series Special Edition that slots in between the Three and Four trim lines at $27,130 (plus delivery). Based on the Three trim level, the new Persona Special Edition gets a unique exterior color called Black Cherry Pearl (also available in Black and Blizzard Pearl), special badges and 17-inch alloy wheels. Inside, you'll find something called Softex on the steering wheel in a charcoal color and a dark chrome shift knob ring.

Full details on the price increases are available below.
Show full PR text
Pricing Announced For 2013 Prius, Prius v and Prius Plug-In
  • Prius adds Persona Series Special Edition
TORRANCE, Calif., Oct. 15, 2012 – Toyota Motor Sales, U.S.A., Inc. (TMS) today announced the pricing for the eco-advanced 2013 Prius, Prius v and Prius Plug-in models. All pricing for these three 2013 Prius Family members becomes effective October 2012.

The Prius adds a style-focused Persona Series Special Edition model, adding exterior changes and equipment to a Prius Three to create a distinct visual package. The Prius Persona Special Edition includes 17-inch alloy wheels with a premium finish and offers a unique exterior color: Black Cherry Pearl. Available exterior colors for the Persona Special Edition also include Black and Blizzard Pearl. A "Persona Series" badge also helps distinguish the model. The Persona Special Edition's interior is trimmed in charcoal-hued SofTex™ with black accents and red stitching. The steering wheel is also trimmed in SofTex material and includes a dark chrome bezel that complements the new model's dark chrome shift knob ring and door grips. The new Persona Special Edition has a MSRP of $27,130.

The MSRP on 2013 Prius has been increased by $200 on each of the five Prius equipment levels.

The model- by-model pricing increase for 2013 is detailed on that table below:

Prius

Grade 2012 MSRP 2013 MSRP MSRP Chg ($) MSRP Chg (%)
Prius One (fleet only) $23,015 $23,215 $200 0.87%
Prius Two $24,000 $24,200 $200 0.83%
Prius Three $25,565 $25,765 $200 0.78%
Prius Four $28,235 $28,435 $200 0.71%
Prius Five $29,805 $30,005 $200 0.67%
Prius Persona Series Special Edition n/a $27,130 n/a n/a

All prices listed above exclude the Delivery, Processing, and Handling (DPH) fee

The 2013 Prius v will be available in a new Seaglass Pearl exterior color. In addition, the Prius v Five will offer a SofTex-trimmed steering wheel. The Prius v has small pricing increases over 2012 pricing ranging from $100 to $155. The Prius v Two has increased from $26,550 to $26,650 for 2013, and Prius v Three pricing has increased from $27,315 to $27,415. The highly equipped Prius v Five has increased from $30,140 to $30,295.

Prius v

Grade 2012 MSRP 2013 MSRP MSRP Chg ($) MSRP Chg (%)
Prius v Two $26,550 $26,650 $100 0.38%
Prius v Three $27,315 $27,415 $100 0.37%
Prius v Five $30,140 $30,295 $155 0.51%

All prices listed above exclude the Delivery, Processing, and Handling (DPH) fee

For 2013, there are no price increases or equipment model changes for the Prius Plug-in. The Prius Plug-in first arrived in showrooms in February 2012.

Prius Plug-in

Grade 2012 MSRP 2013 MSRP MSRP Chg ($) MSRP Chg (%)
Prius Plug-in $32,000 $32,000 $0 0.00%
Prius Plug-in Advanced $39,525 $39,525 $0 0.00%

All prices listed above exclude the Delivery, Processing, and Handling (DPH) fee

The MSRP for the 2013 Prius, Prius v, and Prius Plug-in does not include the delivery, processing, and handling (DPH) fee of $ 760. The DPH fee for vehicles distributed by Southeast Toyota (SET) and Gulf States Toyota (GST) may vary.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 11 Comments
      2 Wheeled Menace
      • 2 Years Ago
      I'm sure most cars will go up in price next year. So will everything else. Your dollar will continue to buy you less. Thank inflation.
        2 Wheeled Menace
        • 2 Years Ago
        @2 Wheeled Menace
        Rick; that's always been the prediction for electric things - that the cost would go down with mass production. It hasn't happened due to the cost of materials going up significantly. And as well - companies have been able to add some fluff to their profit margins by relying on tax rebates/incentives. I agree, the whole thing is frustrating. It is looking like China is headed for deflation, so the electric bits that come from there will end up costing more and more. Things haven't played out as planned, that's for sure.
        Rick
        • 2 Years Ago
        @2 Wheeled Menace
        We are getting big Dacia Duster SUVs arriving in the UK January 1st 2013 that will sell for £8,995, or you could pay out £32,895 ($53,048) for a Prius 1.8 plug-in, wonder which showroom most Average Joe Brit will visiting. Toyota said the Prius prices would fall with time 10 years ago, what are they doing today putting their prices up. When will this so called technology come cheap with time kick in, in 2099 when oil finally runs out and we are all riding around on pedal cycles?
      oollyoumn
      • 2 Years Ago
      With supplier discount (X-Plan), I think the C-Max is cheaper than the replacement cost of my Prius and about $3,000 less than the Prius V. The mileage advantage of the Prius is not much for the large HP disadvantage. Driving the mountains with a load over works the Prius engine. I like the Energi, too bad so much space is lost in the back, but it's still almost the size of the standard Prius and a much larger passenger area. This one is definitely on my short list.
      Jesse Gurr
      • 2 Years Ago
      Now the C-Max hybrid is only $1000 more than the liftback and $1450 less than the V. Not much change but change nonetheless.
      paulwesterberg
      • 2 Years Ago
      Toyota needs to open more global production facilities, the strong Yen and higher transportation costs is hurting export prices.
      purrpullberra
      • 2 Years Ago
      Customers don't "pony up" costs! They could 'pony up more dough' or 'you'll pony up more due to costs rising' is also grammatically correct. But damn dude.... There must not be any editors. Sharp eyes, sharper tongue, my band name, may apply here but I am getting tired of the outright lies and the piss-poor writing, um, skills. Is wanting truth and literate English really demanding that much?
      Rick
      • 2 Years Ago
      £32,895 ($53,048) UK price is not cheap no average Joe will ever buy one at that price. It's only for the rich few, thats the way it always is gonna be. Toyota Prius has been around for a decade by now, l thought we are well overdue for some massive price drops as the so called technology was supposed to get cheaper, their are hundreds of diesels that are more fuel efficient than a Prius in Europe that sell for a fraction of the price here. When is that so called big price drop coming on the Prius coming, after a decade of being in the UK?
      oktrader
      • 2 Years Ago
      Price increases that stick = successful product in target markets In the case of the Prius, that means Americans love their high-mileage hybrids. Homely little critters, but their beauty is functionality. Good for you, TM. To all truly green advocates: you should be celebrating.
      Rick
      • 2 Years Ago
      We are getting 0% pay rises at the best or pay cuts in Europe, pensions are getting raped, food is up 30%, water, gas, electric is up 30% in the UK, disposal income is becoming non existent. Any price rise is very unwelcome in Europe. Toyota Prius 1.8 Plug in costs £32,895 ($53,048) in the UK, electricity prices are up 30% to charge it up. Toyota Prius is 10 years old in the UK, we were told when it was first introduced that prices would come down as the technology became cheaper, its still a massive rip off price at the moment way beyond average Joes pay packet. When will we see this so called the Prices will drop with part of the deal Toyota promised us 10 years ago in the UK, meantime as folk are pushed out of cars in the real world, nobody will be buying an expensive Pruis when oil starts to runs out, it will be a car for the rich few.
        usbseawolf2000
        • 2 Years Ago
        @Rick
        I believe this price increase is for US only. In UK, I believe you have other choices such as Auris HSD and Yaris HSD with lower price than a Prius (no-plug).