2023 plug-in hybrid

For decades, Toyota's Prius set the stage for the electric vehicle revolution we're seeing today. Yet Toyota has been slow(Opens in a new window) to join its rivals on that path, even as legacy automakers pledge to fully electrify their lineups in the next decade and brands like Tesla are already fully electric.

Toyota's reveal of the 2023 Prius hybrid and Prius Prime plug-in hybrid (PHEV) confirms that it plans to deepen its hybrid roots while competing with more horsepower and a modernized design. The new hybrid hits dealers in winter 2023, followed by the plug-in hybrid in spring 2023.

"In a diversified world, we need a variety of options," Simon Humphries, Toyota’s design chief, said(Opens in a new window) during a launch event in Tokyo. "We're still faced with people asking, 'How long are you going to keep making hybrids for?' [But] the Prius is a model that must be kept. In order to achieve carbon neutrality, everyone in the world must participate. We need ecological solutions within reach of the many."

2023 Prius exterior (Credit: Toyota)

Compared to the regular Prius hybrid, the Prius Prime is more similar to a fully electric car. Like other PHEVs, it has a larger, more powerful battery that charges up via a port on the side of the car (hybrids recharge on their own).

For that reason, Humphries called it an "EV with an engine." It can go 37.5 miles on pure electricity, after which it switches to gasoline. In contrast, the regular hybrid gets 57mpg, using a combination of gas and electric power along the way rather than switching.

In terms of performance, the Prime plug-in also edges out the regular hybrid. The Prime goes from 0 to 60 in six seconds, with 220hp—100 more than the 2022 Prime and 24 more than the 2023 hybrid's 196hp. This checks out, as EVs are known for performance and fast acceleration.

Rendering of the 2023 Prius Hybrid interior, featuring a 12.3-inch screen. (Credit: Toyota)

Design was also a big focus for Toyota. "The Prius has led the expansion of hybrids over the 25 years since it was first launched as a new-generation eco-car with outstanding fuel efficiency," the company says(Opens in a new window). "The development team decided to start from scratch and look at what the Prius needs to remain popular for the next 25 years."

That process resulted in a "Hybrid Reborn" concept, with more aggressive styling and power.

"The automotive industry is going through a once-in-a-century transformation," Toyota says. "The new Prius needed more than its core strength as an environmentally friendly car. Therefore, it was developed as an exhilarating package with stylish designs that users will fall in love with at first sight and captivating driving performance."

2023 Prius Prime in yellow and Prius in gray (Credit: Toyota)

Speaking of environmental impact, the Prius has saved 82 million tons of CO2 emissions as of March 2022, spread over over 5 million units sold, the brand says.

Toyota has not revealed the price for the 2023 models yet, but affordability is the goal. "An EV for everyone," Humphries said at the launch event.

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The phrase is similar to Chevrolet's "EVs for Everyone(Opens in a new window)" ad campaign, as Toyota seeks to expand the definition of "EV" to include hybrids and plug-in hybrids.

For reference, the 2022 Prius hybrid starts at $25,075. The 2022 Prius Prime PHEV starts at $28,770. It may compete with customers interested in Chevrolet's fully electric Bolt EV and EUV, which are both sub-$30,000 as well while being fully electric.

Toyota does have one fully electric SUV, the bZ4X(Opens in a new window), as well as one fuel cell vehicle, the Mirai(Opens in a new window). Yet hybrids (10 models) make up the majority of the lineup, plus two plug-in hybrids (the Prius Prime and the popular Rav-4 Prime SUV(Opens in a new window)).

See the full launch event for the 2023 Prius and 2023 Prius Prime in the video below.

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