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2019 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?

2019 Prius - Trim: L w/ FWD. Powered by a 1.8L I-4 - Runs on Gas and Electric
MSRP
$23,770
Invoice Price
$22,344
Destination Fee
$930
Holdback
$475
Dealer Cost
$22,799
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2019 Prius - Trim: LE w/ FWD. Powered by a 1.8L I-4 - Runs on Gas and Electric
MSRP
$24,980
Invoice Price
$23,482
Destination Fee
$930
Holdback
$500
Dealer Cost
$23,912
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2019 Prius - Trim: LE -e w/ AWD. Powered by a 1.8L I-4 - Runs on Gas and Electric
MSRP
$26,380
Invoice Price
$24,798
Destination Fee
$930
Holdback
$528
Dealer Cost
$25,200
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2019 Prius - Trim: XLE w/ FWD. Powered by a 1.8L I-4 - Runs on Gas and Electric
MSRP
$27,820
Invoice Price
$25,897
Destination Fee
$930
Holdback
$556
Dealer Cost
$26,271
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2019 Prius - Trim: XLE -e w/ AWD. Powered by a 1.8L I-4 - Runs on Gas and Electric
MSRP
$28,820
Invoice Price
$26,828
Destination Fee
$930
Holdback
$576
Dealer Cost
$27,182
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2019 Prius - Trim: Limited w/ FWD. Powered by a 1.8L I-4 - Runs on Gas and Electric
MSRP
$32,200
Invoice Price
$29,975
Destination Fee
$930
Holdback
$644
Dealer Cost
$30,261
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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.
Toyota Prius Overview:

The Toyota Prius changed how consumers see cars forever when it hit the U.S. market back in 2000. Since then, it has only gotten better. With incomparable fuel economy and a very comfortable ride, this car continues to be the top choice for those in the market for a hybrid. This new vehicle is part of the fourth generation of the Prius which was introduced back in 2016.

What's New for 2019?

For the first time ever, the 2019 Toyota Prius will offer an AWD-e model. Toyota has also renamed the trim levels, allowing drivers to choose from the L Eco, LE, XLE, and Limited. Consumers may notice that the 2019 Prius looks cleaner thanks to the simplified exterior design. Inside the vehicle, elements that were previously white in some versions of the Prius are now all black.

Unbelievable Fuel Economy

Consumers are likely to consider the 2019 Toyota Prius primarily for its amazing fuel economy. Versions of the Prius that have the AWD-e get an estimated 52 MPG in the city and 48 MPG on the highway. The LE and XLE without AWD-e are estimated to get 54 MPG in the city and 50 MPG on the highway. The most fuel-efficient version of the Prius is the L Eco, which gets 58 MPG in the city and 53 MPG on the highway. This version has a range of 655.4 miles in the city and 598.9 miles of highway driving.

Spacious and Comfortable Interior

It is easy for drivers to load up their gear and go in the new 2019 Toyota Prius. With the backseats up, it has 27.4 cubic feet of space. If the seats are folded down, there is a truly impressive 66.5 cubic feet. If that is not enough for consumers, there is always the option of adding crossbars.

Not only is there a lot of space for cargo in the Prius, but there is also plenty of room for people. There is plenty of head, shoulder, and leg room. Getting in and out of the Prius is easy thanks to how wide the doors open. Although there is a good amount of space in the back of the 2019 Toyota Prius, passengers may find it a bit awkward to get into because of the slope of the roof.

New AWD-E Option

This revolutionary system utilizes an electric motor to provide drivers with better traction. The system automatically turns on until the car reaches 6 MPH. At this point, it will only come on with needed, until the car reaches 43 MPH. From that point on, the car behaves like a front-wheel-drive vehicle in order for the Prius to maintain its fuel efficiency. With this system, the 2019 Toyota Prius gets approximately 7 more horsepower. This does not translate to extra speed, however, thanks to the increased weight of the AWD-e motor. Drivers may not notice much of a difference from this new system on dry roads, but it makes a noticeable difference when driving on ice and snow.

Strong Suite of Safety Features  

Safety-conscious consumers will be happy to learn that each trim level of the 2019 Toyota Prius gets the Safety Sense P suite. Within this suite are some of the most popular advanced driver assistance features out there, such as Lane Departure Warning, Lane Keep Assist, and Automatic Emergency Braking with Pedestrian Detection. Adaptive Cruise Control is also standard on all models. The only somewhat common feature that is still not standard on all trim levels is the Blind Spot Monitoring system.

Four Strong Trim Levels

Consumers shopping for this hybrid will have four different options to consider. Each has a lot to love.

  • L Eco: The base trim comes loaded with lots of standard features and gets the best gas mileage of the bunch. It has LED lights, smart-flow climate control, a 4.2 Multi-Information Display, push-button start, and much more.
  • LE: This is one of two trims to offer drivers both FWD and the new AWD-e. It adds an intermittent rear wiper, extended seatback pockets on the front seats, a Blind Spot Monitor, and an Intelligent Clearance Sonar that works with the Intelligent Parking Assist.
  • XLE: Another trim that can have AWD-e, the XLE adds a bit of luxury to the 2019 Toyota Prius. The intermittent rear wiper becomes rain sensing on this trim. Other features include heated front seats, a heated steering wheel with audio and phone controls, and a wireless charging pad.
  • Limited: The last trim of the Prius includes an 11.6-in. high-resolution touch-screen with navigation. It also has a Color Heads Up display as a standard rather than an optional feature. Finally, it adds the Adaptive Front Lighting System which can actually swivel the headlights to help drivers see what is coming around curves.

The 2019 Toyota Prius remains the best hybrid out there and is a great choice for a daily commuter vehicle. Thanks to the new AWD-e, it can get drivers to work, even when the roads are bad.

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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