Sometimes Toyota has to wonder what it needs to do to catch a break. Apart from being fabulously profitable and the world’s largest car manufacturer, that is.
Toyota started the auto industry’s race to electrify when the Prius gasoline-electric hybrid debuted in 1997 in Japan. The boxy but revolutionary car began a torrid love affair between Toyota and people concerned about climate change. After decades when public sentiment about fuel economy waxed and waned with oil prices, the Prius wasn’t just a technical revolution, it made a statement: I recognize the problem and I’m part of the solution.
The honeymoon is over. Toyota continues to build more and better hybrids than any other automaker, but its devotion to the technology is now seen as counter-revolutionary: a rear-guard battle by a company still stuck on fossil fuels while other automakers promote a new electric vehicle after another.
Once again in the gap, the 2023 Prius Prime plug-in hybrid arrives in May to defend the honor of its manufacturer.
2023 Toyota Prius Prime trim levels
Don’t understand PHEVs? Try one.
The 2023 Prius Prime SE can travel 44 miles on a fully charged battery; the XSE and XSE Premium 39 miles. Most owners will be able to do almost all of their daily driving without a drop of gas, but the beauty of plug-in hybrids, or PHEVs, is that they can take long trips without the time-consuming charging stops that a 100% electric vehicle requires. thanks to its internal combustion engine.
Even when using this engine, the PHEV got an admirable 52 mpg in combined city/highway driving. It also has 100 more horsepower than the old Prius Prime, which had a woeful electric range of just 25 miles.
PHEVs have two drawbacks, and neither is a shortcoming of the technology, which has been ready for prime time since the extended-range Chevrolet Volt EV introduced it to American roads in 2010:
- People have a hard time understanding how useful technology is. In the public mind, the term plug-in seems inextricably linked to the idea of slow, long charging sessions, although PHEVs are immune to this drawback.
- Automakers refuse to provide data on the amount of PHEV driving in electric mode, proof that could convince buyers.
Prices for the sleek four-door range from $32,350 to $39,170, excluding a $1,095 destination charge.
Toyota expects to sell about 15,000 Prius Primes annually.
Key features
The 2023 Prius PHEV has a lot to offer beyond gas-free driving:
- 220 hp
- Total range of 600 miles with a full battery and a tank of gas
- 0-60 mph time of 6.6 seconds
- An optional sunroof
- Touch screen of 8 or 12.3 inches
- Wireless charging
- Wireless Apple CarPlay and Android Auto
- 8-speaker JBL audio
Driving impressions
The Prius’ electric motor has always given the hybrid satisfying acceleration around town and merging on highways. This remains true in the Prime, which is quiet and comfortable. Most of the controls are easy to see and use, but the steering wheel blocks the driver’s view of the instrument cluster unless the column is very low.
Toyota’s Proactive Driving Assist, which automatically applies the brakes around corners and in traffic, is less intrusive in the Prius Prime than other vehicles I’ve tested. I didn’t notice it at all, which is exactly how I like driving aids.
The Prius Prime also offers Traffic Jam Assist, which will handle steering, acceleration and braking at speeds below 25 mph, as long as the driver’s eyes are on the road.
Security systems and assistance to the driver
- Adaptive cruise control
- Collision alert with pedestrian detection
- Lane departure warning and assistance
- Lane centering assistance
- Lane change assistance
- Front Cross Traffic Alert
- Link point alert
- Traffic sign recognition
- Automatic high beam
- Hands-free driving under 25 mph
bottom line
The Prius Prime is a capable and competent plug-in hybrid, but it’s unlikely to satisfy critics who want Toyota to speed up the development and sale of 100% electric vehicles.
The 2023 Toyota Prius Prime at a glance
Base price: $32,350 (all prices exclude $1,095 destination charge)
Five-passenger front-wheel-drive hybrid hatchback
On sale May 2023
Specs tested:
Main test: Prius Prime XSE Premium
Price as tested: $39,940
Drivetrain: 2.0-liter four-cylinder gasoline engine and electric motor
Power: 220 HP; 139 lb-ft of torque
Transmission: Continuously variable automatic transmission
Battery: 13.6 kWh lithium ion
EPA-estimated fuel economy: 50 mpg city/47 highway/48 combined
EPA estimated battery range: 39 miles
Estimated charging time: 240 V – four hours; 120v – 11 hours
EPA Estimated Annual Fuel Cost: TBD
Wheelbase: 108.3 inches
Length: 181.1 inches
Width: 70.2 inches
Height: 56.3 inches
Passenger volume: 91.2 cubic feet
Cargo volume: 20.3 cubic feet with rear seat up; 26.7 rear seats down
Curb weight: 3,571 pounds
Contact Mark Phelan: 313-222-6731 or mmphelan@freepress.com. Follow him on Twitter @mark_phelan. Read more automobiles and sign up for our car bulletin. Become a subscriber.
