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2018 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 pricing report below does not include rebates or incentives. View Toyota Rebates and Incentives.

Toyota Prius Prices - How Much is a Toyota Prius?

2018 Prius - Trim: Four in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
MSRP
$29,685
Invoice Price
$27,634
Destination Fee
$895
Holdback
$594
Dealer Cost
$27,935
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2018 Prius - Trim: Four Touring in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
MSRP
$30,565
Invoice Price
$28,453
Destination Fee
$895
Holdback
$611
Dealer Cost
$28,737
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2018 Prius - Trim: One in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
MSRP
$23,475
Invoice Price
$22,067
Destination Fee
$895
Holdback
$470
Dealer Cost
$22,492
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2018 Prius - Trim: Three in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
MSRP
$26,735
Invoice Price
$24,888
Destination Fee
$895
Holdback
$535
Dealer Cost
$25,248
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2018 Prius - Trim: Three Touring in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
MSRP
$28,115
Invoice Price
$26,173
Destination Fee
$895
Holdback
$562
Dealer Cost
$26,506
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2018 Prius - Trim: Two in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
MSRP
$24,685
Invoice Price
$23,204
Destination Fee
$895
Holdback
$494
Dealer Cost
$23,605
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2018 Prius - Trim: Two Eco in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
MSRP
$25,165
Invoice Price
$23,655
Destination Fee
$895
Holdback
$503
Dealer Cost
$24,047
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Price Tip:

To avoid overpaying 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;
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.
2018 Toyota Prius Overview:
The 2018 Toyota Prius has sat atop the hybrid pack since it made its way to the American market back in 2000. Today, the Prius has numerous rivals that are vying for the top spot, but the Prius is hanging on as a popular contender. This year's line-up features a whopping seven trim levels, not including the Prius C and Prius Prime. There is a lot of room for customization, and any Prius you choose will feature a long list of high-tech driver aids, pack in a ton of comfort, and, of course, be incredibly fuel-efficient.

What's New For 2018?

Almost everything from the outgoing 2017 model carries over to the 2018 Toyota Prius.

Available Styles

There are three available styles for the Prius this year. There is the regular hatchback version, the Prius C (which is the compact version), and the plug-in hybrid Prius Prime.

Available Trims

Customers will have a tough time trying to pick between the seven different trim levels available on the 2018 Toyota Prius. The base trim is the One, which offers a standard 1.8-L 4-cylinder engine paired with electric motors and a CVT, putting out a total of 121 hp. The Two has a few additional features, including a wiper on the rear window. It also adds the Safety Plus package, meaning that you get multiple driver aids like blindspot monitoring for no added charge. The Two Eco gets a better fuel economy and features illuminated keyless entry. The Three boasts a 7-inch touchscreen display and the Etune infotainment system. The Four adds more power and utility features. At the top of the line-up are the Three Touring and Four Touring, which incorporate larger wheels (17-inch wheels, to be precise) and unique stitching on the faux leather upholstery.

Driving Impressions

EPA ratings aside, the Prius still puts out a decent performance. While acceleration is pretty slow (getting from 0 to 60 mph in just under 10 seconds), the Prius is able to scoot about town without too much of a problem. The vehicle's slow-but-steady nature will only become noticeable once you get the Prius out on the highway. The brake pedal has an ideal, smooth feeling to it, and braking in any situation feels secure. The Prius can make a panic stop within a reasonable distance and never feels unpredictable. Despite a lack of feedback to the driver, the Prius' steering is pretty straightforward, and little effort is required from the driver to keep the Prius on the straight and narrow. Handling is also relatively simple until you get into a narrow turn. You will notice some body roll and that the tires do not grip the road and well as they might on other vehicles. However, the Prius never feels erratic and can handle most dips and bumps in the road surface with ease. Going between hybrid and EV modes is also relatively easy, and accelerating in either mode is fluid (just a bit slow).

Fuel Economy

Undoubtedly, the reason most people buy a Prius is for its fuel economy. The 2018 Toyota Prius has a lot of competition emerging, but it manages to maintain high EPA ratings. The Prime pulls the best numbers, garnering a combined 54 mpg (55 mpg city/53 mpg highway). The regular Prius falls ever so slightly behind at a combined 52 mpg (54 mpg city/50 mpg highway). The one vehicle outperforming these numbers is the Chevy Bolt EV.

The 2018 Toyota Prius has a lot to offer aside from just a stellar fuel economy. The Prius handles well around town and features a ton of driver aids that make this eco-friendly car worthy of consideration.

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)

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