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

Toyota Prius Prime Prices - How Much is a Toyota Prius Prime?

2018 Prius Prime - Trim: Advanced in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
Invoice Price
Destination Fee
Dealer Cost
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2018 Prius Prime - Trim: Plus in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
Invoice Price
Destination Fee
Dealer Cost
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2018 Prius Prime - Trim: Premium in FWD. Powered by a 1.8 Liter Gas/ELiterectric I-4 w/1 speed CVT
Invoice Price
Destination Fee
Dealer Cost
Find the Best Price
Price Tip:

To avoid overpaying on a new Toyota Prius Prime, 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.
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2017 Toyota Prius Prime Overview:

Toyota introduces its brand new plug-in Prius hybrid for the 2017 model year and calls it Toyota's most advanced hybrid ever. The 2017 Toyota Prius Prime replaces the previous plug-in Prius hybrid whose production was halted two years ago and comes to market 16 years after the introduction of the first Prius.



The 2017 Toyota Prius Prime has a larger battery than its predecessor. This results in improved efficiency in the electric only range. The car can travel 25 miles with a full battery charge whereas the previous Prius plug in could only travel 11 miles.

Charging the battery is now more convenient also. It can now be recharged by plugging it into a 120 volt socket for approximately 5 1/2 hours. Another option is to use a 240 volt charger for a two hour charging time.


The 2017 Toyota Prius Prime comes in three trims: Plus, Premium, and Advanced. Key differences between the trims are subtle and focus on interior controls and comfort. For example, fabric composition of the seats and cargo covers and feature differences of the basic Entune navigation and apps are among the differences in the trims. 

The subtle differences result in a variation in trim pricing with the Plus starting at $27,100, Premium starting at $28,800, and Advanced beginning at $33,100.


Design revisions were necessary to accommodate the larger battery. To begin with, it is now a four passenger vehicle compared to its predecessors which transported five passengers.

The cargo height has been raised, and the overall length of the vehicle is increased about 6 1/2 inches; however, most of that length is realized beyond the back wheels so it does not provide any noticeable space increases in the interior.

Driving Modes:

The Prius Prime has three modes. HV (hybrid vehicle) mode operates comparable to a non plug-in Prius. EV (electric vehicle) mode operates in 100% electric mode. EV Auto mode efficiently fluctuates between HV and EV mode depending on the situation, typically using EV in lower speeds and adjusting accordingly in higher speeds and more challenging terrain.


The 2017 Toyota Prius Prime offers superior fuel economy. Hybrid mode mileage is equal in the three trim styles measuring an impressive 55 miles per gallon (mpg) in city driving and 53 mpg on the highway. Assuming, the vehicle is fully charged and contains a full tank of fuel, the 2017 Toyota Prius Prime can travel 640 miles.

Driver and Passenger Experience:

The extra battery weight does affect the handling of the vehicle and results in exaggerated motions in challenging terrains like hills or crests.

Noise is an issue with the vehicle. Tire and wind noise are factors that drivers and passengers must get acclimated to, but the good news is that there is relatively little engine noise.

How to Calculate The Dealer Cost of a Toyota Prius Prime

Formula for Calculating Dealer Cost:

  • Example: Base Toyota Prius Prime 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 Prime 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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