Toyota wants to sell 12,000-13,000 Prius plug-in hybrid-electric vehicles in the U.S. this year to remain competitive with plug-in and EV competitors, Toyota Div. Group Vice President Bill Fay says.
The auto maker delivered 12,750 Prius PHEVs last year, WardsAuto data shows, besting higher-profile models such as the Nissan Leaf and Mitsubishi i, yet falling shy of the 23,461 Chevy Volts sold in 2012.
Deals on the Prius PHEV, which went on sale here in spring 2012, have been abundant. Fay says incentives are necessary because the car is in a competitive niche segment.
“I don’t know that we have to necessarily go around and match everybody,” he tells WardsAuto in an interview. “But I think we have to be cognizant of the world those shoppers are operating in…and we have to be sure we offer the same kind of value when they go to buy the vehicle.”
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