Nationwide Insurance tries to attract potential customers on its so-called "vanishing deductible." Toyota is offering a somewhat similar "vanishing price tag" on its battery-electric RAV4 EV.

The Japanese automaker, which recently started selling the all-electric 'ute in California, is offering a limited number of customers $5,000 cash back plus $2,500 in "loyalty cash," Plug In Cars reports, citing this Toyota dealer website. But wait, there's more. Customers who buy by January 7 can also get zero-percent financing.

All told, customers factoring in the $7,500 federal tax credit for plug-in vehicles and the $2,500 clean-vehicles rebate from the state of California can cut the cost of a new RAV4 EV by $17,500. That means the RAV4 EV's sticker price rings up at about $32,000 instead of the more typical $49,800.

Toyota, which first unveiled the RAV4 EV at the 2010 Los Angeles Auto Show, disclosed initial pricing in May, and in September announced a 36-month lease option with a 1.9-percent APR loan that runs $599 per month with $3,499 down. That month, the RAV4 received a 78 miles-per-gallon equivalent rating from the EPA, which gave the car a 103-mile single-charge range rating. Toyota expects to sell about 2,600 of the EVs through 2014. Autoblog's first drive review of the SUV is right here.


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    • 1 Second Ago
  • 39 Comments
      usbseawolf2000
      • 2 Years Ago
      No need to pay $600 annual maintenance fee like with Tesla.
        Ryan
        • 2 Years Ago
        @usbseawolf2000
        I would rather pay Tesla $600/year than BP/Exxon/Shell $600/year. Does this RAV4 come with the new supercharger access? Even if you had to pay $5 to use the supercharger each time, it would be worth it, especially if they added enough chargers around CA.
          MTN RANGER
          • 5 Hours Ago
          @Ryan
          No, L2 @ 40A charging only (about 2.5x faster than Volt or Leaf); not even CHAdeMO.
          Spec
          • 5 Hours Ago
          @Ryan
          Well, L2 charging @ 40A is pretty good though.
          Chris M
          • 5 Hours Ago
          @Ryan
          The battery pack on the RAV4-EV is too small for Supercharger access - it won't be available on the 40 Kwh version of the Model S either. Now, Toyota might decide to offer a bigger battery pack version in the future, particularly if Model S sales continue to be strong, and that might include Supercharger access as well.
      Spec
      • 2 Years Ago
      ZEV credits matter. This is why Think was able to discount their Think City cars (especially in Oregon) . . . they were selling the ZEV credits to other car companies. Nissan is probably selling excess ZEV credits to other car makers.
        Letstakeawalk
        • 2 Years Ago
        @Spec
        It's a big part of Tesla's business plan, for the moment. .
          raktmn
          • 5 Hours Ago
          @Letstakeawalk
          Yes, there was a guy on here who was trying to push down Tesla stocks so he could short them who kept failing to account for per-unit profits from Tesla selling ZEV credits. I thought about correcting him, but it was clear he was just out to bash Tesla so he could make money on shorting them, so I never bothered.
      EZEE
      • 2 Years Ago
      Happy Dan Review: :( lightweight :( aero :( cheap :( fast :) electric Dan sniffs derisively at your electric vehicle. Oh - special Dan update - I spotted a YouTube account with his name - I attempted to 'friend' him, but no response. His videos range from electric cars, to UFO stuff, to a couple of videos that could be considered anti Israeli.
      brotherkenny4
      • 2 Years Ago
      I think this tells us that the true price should be 32K, or at least 32,000+ 7,500. They will do this for certain people, likely with good credit and who have own toyotas before and behaved relatively well with respect to complaint and lawsuits. I believe one of the reason the car companies have the prices way over the top is their fear of the irrational populace. You know, anything new is scary and dangerous and results in numerous mishaps that get blamed on the producers. Although, most likely the consumers are just morons. Check that, the consumers are morons. I see what they consume and consider that proof. Anyway, this all suggests the car companies are frightened people too, and not really leaders. They stand around saying they want this tech, but are hoping someone else makes the first attempts so they don't get the majority of focus from the luddites. I mean look what happened to Nissan, ten cars get beaten by people in arizona and the battery struggles and of course it's Nissan's fault. Then too, their competitors help hype up the fear and fingerpointing helped by the shills on commenting on this site.
      SVX pearlie
      • 2 Years Ago
      Wow, you'd think with all their PIP and other Prius / HSD sales, Toyota wouldn't need to put any money on the hood, much less $7500 and 0%!
      DaveMart
      • 2 Years Ago
      If you are a Californian, put yourself, your wife, and your dog down for one!
        Letstakeawalk
        • 2 Years Ago
        @DaveMart
        Putting "x" down, especially a dog, has a very negative connotation here. I get what you're saying, but I'd never tell someone to put their wife or their dog "down" for anything. //just a head's up
          DaveMart
          • 5 Hours Ago
          @Letstakeawalk
          Dunno, I speak English, not American, and words always mean exactly what I want them to mean, like the Red Queen.
          Levine Levine
          • 5 Hours Ago
          @Letstakeawalk
          OK, I agree some what...... I'll keep the dog, but dump the wife...
          Spec
          • 5 Hours Ago
          @Letstakeawalk
          I think that was a clever joke. A clever play on 'put XXXX down for one' having two distinct different meanings. (It could mean 'euthanize your dog to get one.) Of course the joke lost all its humor once I had to explain it.
      Nick
      • 2 Years Ago
      Who said EVs are expensive? If you find out please slap him across the face. This Rav4 EV is a spectacular deal.
      Peter
      • 2 Years Ago
      This is called misreading the market. $49K is just crazy money for a non luxury car regardless of how much money it cost Toyota (partly to pay Tesla) to make.
      paulwesterberg
      • 2 Years Ago
      This is the only electric SUV on the market, and it comes with a Tesla drivetrain!? For $32k? Shut up and take my money!
      bluepongo1
      • 2 Years Ago
      Quick !! dump these half-hearted retrofits before the X-Type comes out and we get stuck with them!!
        Actionable Mango
        • 2 Years Ago
        @bluepongo1
        I don't think people buying Jaguar X-Types would really cross-shop with Toyota RAV4 EVs.
        2 wheeled menace
        • 2 Years Ago
        @bluepongo1
        I think he meant model X, mr Mango!
          bluepongo1
          • 2 Years Ago
          @2 wheeled menace
          Thanks @ 2wm not many Jag X-Types on ABG. BTW when did everyone get so pedantic and nit-picky? If you want to split hairs: mine will be a Model X XX-Type variant.
        MTN RANGER
        • 2 Years Ago
        @bluepongo1
        Tesla Model X will start at $69,900 (40% more) - different class. But here is a good comparison between the two: http://www.greencarreports.com/news/1078247_2014-tesla-model-x-vs-2012-toyota-rav4-ev-electric-suv-showdown
          JakeY
          • 2 Years Ago
          @MTN RANGER
          I think Tesla purposefully didn't make a 40kWh version of the Model X just to avoid cannibalizing RAV4-EV sales (since Tesla had a part in the RAV4-EV). The base price of the RAV4-EV at $50k is high enough that people in the price bracket can still possibly cross shop with a $70k vehicle. With $7.5k in incentives though, it does change things a bit.
          MTN RANGER
          • 2 Years Ago
          @MTN RANGER
          While it is true that some may cross-shop, the price differences are huge. The RAV4 EV is loaded (no options) at $43k with Toyota discount; the Model X can go way over $100k with options.
      EZEE
      • 2 Years Ago
      $49k is stupid expensive, but $32k? Now we are talking...
        raktmn
        • 2 Years Ago
        @EZEE
        Yes, $32K is right around the average new gas car price of $30K that US buyers currently shell out for a gas car in the first place. /no sarcasm in the post at all. [And I'm not being sarcastic about there not being any sarcasm] (I'm being serious) / #Seriously!
        EVnerdGene
        • 2 Years Ago
        @EZEE
        sarcasm? $32k for a FUV with a leash ?
          EVnerdGene
          • 2 Years Ago
          @EVnerdGene
          ya know, I knew people wouldn't like what I had to say butt, just consider you can buy a decent Hyundai for $11k that you can jump into and drive to Maine, or Miami, or San Diego, or Seattle. no 50 mile leash 40 mpg
          EZEE
          • 2 Years Ago
          @EVnerdGene
          Well, $32k for a vehicle with greater range than the leaf, and is bigger? Also put all the options on a gas rav4 and what would that cost? What about a leash?
          raktmn
          • 2 Years Ago
          @EVnerdGene
          Maybe the leash is a dealer option for dog owners, like the dog cage option in Volvo wagons. It's good to know Toyota is pet-friendly. I hope it works on dumb mean dogs like Pit Bulls, and Nerd Bulls. /sarc
      Levine Levine
      • 2 Years Ago
      bring that price down to below Leaf and the RAV4 EV will sell like hot-cakes.....
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