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2023 Toyota Prius Prices: MSRP vs Dealer Invoice vs True Dealer Cost w/Holdback

Price terms Used in this Guide:
MSRP | Invoice Price | Destination Fee | Holdback | Dealer Cost

Toyota Prius Pricing for the L Eco, LE, XLE, and Limited Trims

2023 Prius - Trim: LE - 5-Door Hatchback with FWD. Powered by a 2L, 4 Cylinder, Gas/Electric Engine w/ CVT Transmission.
MSRP
$27,450
Invoice Price
$25,804
Destination Fee
$1,095
Holdback
$549
Dealer Cost
$26,350
Find the Best Price
2023 Prius - Trim: LE - 5-Door Hatchback with AWD. Powered by a 2L, 4 Cylinder, Gas/Electric Engine w/ CVT Transmission.
MSRP
$28,850
Invoice Price
$27,120
Destination Fee
$1,095
Holdback
$577
Dealer Cost
$27,638
Find the Best Price
2023 Prius - Trim: XLE - 5-Door Hatchback with FWD. Powered by a 2L, 4 Cylinder, Gas/Electric Engine w/ CVT Transmission.
MSRP
$30,895
Invoice Price
$28,759
Destination Fee
$1,095
Holdback
$618
Dealer Cost
$29,236
Find the Best Price
2023 Prius - Trim: XLE - 5-Door Hatchback with AWD. Powered by a 2L, 4 Cylinder, Gas/Electric Engine w/ CVT Transmission.
MSRP
$32,295
Invoice Price
$30,063
Destination Fee
$1,095
Holdback
$646
Dealer Cost
$30,512
Find the Best Price
2023 Prius - Trim: Limited - 5-Door Hatchback with FWD. Powered by a 2L, 4 Cylinder, Gas/Electric Engine w/ CVT Transmission.
MSRP
$34,465
Invoice Price
$32,083
Destination Fee
$1,095
Holdback
$689
Dealer Cost
$32,489
Find the Best Price
2023 Prius - Trim: Limited - 5-Door Hatchback with AWD. Powered by a 2L, 4 Cylinder, Gas/Electric Engine w/ CVT Transmission.
MSRP
$35,865
Invoice Price
$33,386
Destination Fee
$1,095
Holdback
$717
Dealer Cost
$33,764
Find the Best Price
Price Tip:

To find the best possible price on a new Toyota Prius, shop prices online first. Get up front pricing before you walk into a dealership. We recommend the following free services; Edmunds,   Rydeshopper,   CarsDirect,   Motortrend  &   J.D Power
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.

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

Toyota Prius Overview:

For many years, the Prius was one of the few hybrids available, and it was seen by many as a leader in the field. Now, it has many competitors, but it still manages to be a contender. As a hatchback, it has a nice-sized cabin with some versatility to it, and it has an advanced safety package and infotainment system. The Prius is not that powerful, but obviously, it's very efficient and it can be enhanced with all-wheel drive.

What Has Changed for 2022?

Toyota has come up with a new trim called the Nightshade Edition. It can come in only Silver, Super White, or Midnight Black exterior paint colors. It has black wheels and black accents, and it sits in the lineup between the mid-level XLE and the more sophisticated Limited trim.

Performance and Efficiency

Running on a hybrid powertrain that uses an electric motor and a 1.8-liter engine, the Prius has a net horsepower of 121 and 105 pound-feet of torque. These numbers showcase the Prius's lackluster performance. That being said, the Prius can handle tame road conditions just fine, and the truth is that many people don't actually need a tremendous amount of power to get around town.

Of course, the main reason why the Prius is going to attract potential buyers is because it's so efficient. The best that it can do is to earn 58 miles per gallon in the city and 53 miles per gallon on the highway.

A few years back, Toyota decided to make all-wheel drive available on the Prius. This year, several trims can come with an electronic on-demand all-wheel drivetrain. This can be useful when the roads are slippery since it sends power to all four wheels when necessary to enhance grip.

Interior Dimensions

Hatchbacks are intriguing options because they feel like cars in most ways but have extra cargo space. The Prius's total cargo capacity is 50.7 cubic feet, which is a pretty generous amount. It has so much space because of its extra height in the back. When the seats are upright, the cargo area can hold 27.4 cubic feet. This is more than double the size of trunks on some sedans.

The rear seat on the Prius, unfortunately, isn't the roomiest. It offers 33.4 inches of leg room. In theory, the Prius can fit three people in its back seat. However, taller adults might start to feel cramped in the back on long road trips.

Technology and Safety

Most trims of the Prius have seven-inch touchscreens, while the top-level Limited trim has an 11.6-inch touchscreen. Regardless of size, the touchscreen comes with Apple CarPlay, Android Auto, and Bluetooth. It even has Amazon Alexa and SiriusXM so that people can easily stay entertained, look up information, and connect with other Alexa-compatible devices. Wi-Fi capability is standard as well, and many trims have wireless charging for convenience.

The larger touchscreen comes with integrated navigation. The navigation program provides turn-by-turn directions to points of interest or addresses that the user has entered, and it can account for traffic conditions. In addition, this more premium infotainment system comes with ten JBL speakers to provide a richer sound.

Every model has Toyota Safety Sense 2.0. This safety suite provides the Prius with multiple driver-assist technologies. High beams that can turn themselves on and off independently, the ability to read road signs and remind drivers of them, and an adaptive cruise control program come with the package, and so do pre-collision detection with emergency braking, lane departure alert, and steering assist.

Blind-spot monitoring and rear cross-traffic alert are not part of the standard package, but they are integrated into almost every trim. The same is true for a parking assist program that alerts drivers when they're getting too close to objects.

Trim Options

The Prius lineup starts with the L Eco. It has slightly better fuel economy than all the rest. It gets to have a smart key system and push button start, and the LED daytime running lights help it look more modern.

Next is the LE, which is available either with front-wheel or all-wheel drive. It benefits from having parking assist, blind-spot monitoring, and rear cross-traffic alert. Because of this, some buyers may decide to get this trim over the L Eco. It only costs about $1,200 more than the base trim.

The XLE is also available with all-wheel drive. At this level, the Prius gains wireless charging. Further, it's been enhanced with integrated fog lights and SofTex-wrapped, heated front seats.

The Nightshade Edition is the last model to have available all-wheel drive. As mentioned towards the beginning of this overview, and as its name suggests, the Nightshade Edition has dark accents. The version with all-wheel drive rides on 15-inch black wheels, and the version with front-wheel drive uses 17-inch five-spoke alloy wheels with piano-black wheel inserts. Both kinds of Nightshade Edition Priuses have blacked-out headlights and black badging.

That leaves the Limited. It's only available with front-wheel drive, which may disappoint some buyers. It has more advanced headlights that can automatically level themselves, and it has the premium infotainment system with navigation and the nicer speakers. Another one of its exclusive features is a color head-up display.

The Toyota Prius has exactly what some people want. Its high-tech systems, driver-assist technologies, versatile cabin, and excellent efficiency may win many people over.

Note: All Toyota Prius MSRP, invoice and dealer cost dollar figures above 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.