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2021 Toyota RAV4 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?
2021 RAV4 Prime - Style: Plug-in Hybrid SE, 5-Dr SUV. Powered by a 2.5 L, 4 Cylinder, Gas/Electric Engine w/ CVT Transmission
MSRP
$38,100
Invoice Price
$35,815
Destination Fee
$1,175
Holdback
$762
Dealer Cost
$36,228
Find the Best Price
2021 RAV4 Prime - Style: Plug-in Hybrid XSE, 5-Dr SUV. Powered by a 2.5 L, 4 Cylinder, Gas/Electric Engine w/ CVT Transmission
MSRP
$41,425
Invoice Price
$38,939
Destination Fee
$1,175
Holdback
$829
Dealer Cost
$39,285
Find the Best Price
Price Tip:

To avoid overpaying on a new Toyota RAV4 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.
Toyota RAV4 Prime Overview:

The 2021 Toyota RAV4 Prime is a crossover SUV that has seating for five people. Running on a plug-in hybrid powertrain, this all-new model appeals to families that want great efficiency and comfort for daily trips.

What's New for 2021?

The 2021 RAV4 Prime is sold on the American marketplace in two trims. The SE base edition is loaded with premium interior amenities, such as heated front seats with fabric trimming and red stitches. An 8-inch touch screen is perhaps the most notable technology inside this entry-level model. Active grille shutters and vortex generators are some sporty accessories that enhance the car's aerodynamic performance.

The RAV4 Prime XSE comes with lots of interior upgrades, such as the SoftTex seating and a leather-trimmed telescoping steering wheel. The Audio Plus infotainment console with a 9.0-inch touch screen is also standard inside this model. The driver can add the Dynamic Navigation System from an optional package. Additionally, the XSE model is available with an 11-speaker sound system from the JBL brand.

Driving Experience

Displaying the Dynamic Force label, a 2.5 L engine powers the 2021 RAV4 Prime. An induction system with the D-4s Dual Injection technology is integrated into the I-4 powertrain. All combustion phases are precisely controlled by the Electronic Throttle Control.

The plug-in hybrid powertrain of this Toyota crossover SUV includes a front electric motor that generates up to 134 kW, which is equivalent to 179 horsepower. This primary motor is also rated at 199 pound-feet of peak torque. A 53-hp rear electric motor is another standard installation on this all-new model. This secondary propulsion unit cranks out 89 lb-ft of torque. Additionally, a 355.2-volt lithium-ion battery pack is part of the plug-in hybrid system, which has a net rating of 302 hp.

An electronically controlled continuously variable transmission drives the 2021 RAV4 Prime. The driver can select the Sequential Shift Mode for the signature ECVT, which creates a wider range of gear ratios than conventional automatic and manual transmissions.

When it gets on the highway, this efficient Toyota crossover SUV accelerates from 0-60 MPH in 5.7 seconds. An all-wheel drive system with the Electric On-Demand design maximizes traction during acceleration. The patented driveline is paired with all-season tires that are tuned to optimize handling on snow and mud. Clearing the ground by up to 8.2 inches, this plug-in hybrid model is fine-tuned for unpaved trails.

With supplemental support from the AWD Integrated Management technology, the driver can confidently tackle rugged terrains. Performance parameters of the AWD system appear on the Multi-Information Display in the instrument cluster. This versatile Toyota vehicle also comes standard with the Active Cornering Assist, which adjusts the braking, steering and other mechanical systems. Climbing a hill shouldn't be a major challenge because of the Hill Start Assist Control.

When navigating off-road terrains, the driver should turn on the Trail Mode for optimal traction. The Sport Mode is fine-tuned for dynamic performance on multi-lane highways. The Normal Mode should be selected for daily trips on local roads with medium or low traffic flow.

Claiming a standard towing rating of 2,500 pounds, the 2021 RAV4 Prime is a great option for drivers who want to tow boats and watercraft. This compact crossover SUV has a payload rating of up to 1,295 pounds. The standard Trailer-Sway Control balances the vehicle and a connected trailer on the highway.

Fuel Economy

When tested on the highway according to EPA guidelines, the 2021 RAV4 Prime earned a peak rating of 40 MPG. This plug-in hybrid model offers a city fuel economy of 38 MPG. Additionally, this all-new crossover SUV may be driven for up to 42 miles without burning a single drop of fuel. The EV Mode only extracts power from the electric motors and Li-ion battery pack. The HV and ECO modes tap into mechanical power from the Dynamic Force engine block.

As a Super Ultra Low Emission Vehicle, this Toyota model is popular among drivers who want to live a green lifestyle. Rated at 3.3 kW, an onboard charger is standard for this efficient family car. This accessory comes with a charging cable that may be plugged into 120-volt and 240-volt outlets. A 6.6-kW onboard charger may be purchased from an optional package. When using this fast-charging accessory with a 240-v outlet, the driver will have to wait approximately 2.5 hours for a full recharge of the plug-in hybrid powertrain.

Safety and Security

Having a next-generation design, the Toyota Safety Sense 2.0 makes the 2021 RAV4 Prime one of the safest and most reliable plug-in hybrid vehicles in the United States. Some all-new features in this patented suite include the Road Sign Assist and Lane Tracing Assist. Several other driving aides from the Star Safety System help the driver avoid accidents and other trouble on the road. For instance, the Enhanced Vehicle Stability Control generates directional stability on slippery roads.

This plug-in hybrid crossover SUV has eight standard air bags, including side curtain air bags and a driver's knee air bag. All five seats inside this Toyota model have three-point seat belts with the ELR and ALR designs for optimum protection. Integrated into the infotainment system, the Safety Connect System provides direct access to roadside assistance and other emergency services.

The Front and Rear Parking Assist is optional for this efficient Toyota crossover SUV. This advanced driving aide includes the Automated Braking function to prevent low-speed collisions with other parked automobiles. The Rear Cross-Traffic Alert may also help the driver avoid trouble in parking lots with lots of obstructions.

How to Calculate The Dealer Cost of a Toyota RAV4 Prime

Formula for Calculating Dealer Cost:

  • Example: Base Toyota RAV4 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 RAV4 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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