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2016, 2017 Toyota Prius Prices: MSRP vs Dealer Invoice vs True Dealer Cost w/ Holdback

Price terms Used:
MSRP What is MSRP? Invoice Price What is Dealer Invoice Price? Destination Fee Whatis the Destination Fee? Holdback What is Holdback? Dealer Cost What is Dealer Cost?
Note: The Toyota Prius price report below does not include rebates or incentives.
View Toyota Rebates and Incentives.

2016 Prius Two 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$24,200
Invoice Price
$22,748
Destination Fee
$865
Holdback
$484
Dealer Cost
$23,129
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2016 Prius Two Eco 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 58 MPG - Highway 53 MPG)
MSRP
$24,700
Invoice Price
$23,218
Destination Fee
$865
Holdback
$494
Dealer Cost
$23,589
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2016 Prius Three 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$26,250
Invoice Price
$24,437
Destination Fee
$865
Holdback
$525
Dealer Cost
$24,777
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2016 Prius Three Touring 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$28,100
Invoice Price
$26,158
Destination Fee
$865
Holdback
$562
Dealer Cost
$26,461
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2016 Prius Four 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$28,650
Invoice Price
$26,671
Destination Fee
$865
Holdback
$573
Dealer Cost
$26,963
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2016 Prius Four Touring 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$30,000
Invoice Price
$27,927
Destination Fee
$865
Holdback
$600
Dealer Cost
$28,192
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2017 Prius Two 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$24,685
Invoice Price
$23,204
Destination Fee
$865
Holdback
$494
Dealer Cost
$23,575
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2017 Prius Two Eco 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 58 MPG - Highway 53 MPG)
MSRP
$25,165
Invoice Price
$23,655
Destination Fee
$865
Holdback
$503
Dealer Cost
$24,017
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2017 Prius Three 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$26,735
Invoice Price
$24,888
Destination Fee
$865
Holdback
$535
Dealer Cost
$25,218
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2017 Prius Three Touring 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$28,115
Invoice Price
$26,173
Destination Fee
$865
Holdback
$562
Dealer Cost
$26,476
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2017 Prius Four 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$29,135
Invoice Price
$27,122
Destination Fee
$865
Holdback
$583
Dealer Cost
$27,404
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2017 Prius Four Touring 5 door HB w/ 95 horsepower, I-4 - 1.8L (4 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 54 MPG - Highway 50 MPG)
MSRP
$30,015
Invoice Price
$27,941
Destination Fee
$865
Holdback
$600
Dealer Cost
$28,206
Find the Best Price
Price Tip:
To avoid overpaying on a new Toyota Prius, price shop online first. Get up front prices before you walk into a dealership. We recommend the following free services;
These services will offer you the lowest prices and supply you with multiple competing price quotes. You will know the best price before you visit the dealer.
Toyota Price Guides:
2016 Toyota Prius Overview:
N/A

How to Calculate The Dealer Cost of a Toyota Prius

Formula for Calculating Dealer Cost:

  • Example: Base Toyota Prius invoice price + the dealer Invoice price of all the options + destination - Holdback = Total Dealer Cost.
  • What is Holdback? A hidden amount that manufacturers give back to a dealer. It is a percentage of the MSRP or the Invoice price.

Total Dealer Cost (calculated above) + Taxes / Licensing Fees - Rebate / Incentive = True Cost (You can get rebates and incentives here)

Note: All Toyota Prius Prices above are approximate amounts. Prices are subject to change without notice.

A note about rebates: Most rebates are subtracted from the "on the road" figure. In most cases, you can have the rebate if you are arranging your own financing or you are paying cash. If you decide to use the manufacturer’s low interest financing, you do not usually get the rebate. Ask your dealer for details.

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