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But most Toyota dealers need only look inside their own showrooms to see where Prius customers have gone: to the hybrid models across the lineup. The brand’s hybrid sales are up 11 percent so far this year, even with COVID-19 hurting overall demand. They now account for more than 1 of every 7 Toyotas sold in the U.S. — and usually at higher transaction prices.
Last year, the RAV4 Hybrid outsold the Prius for the first time: 92,525 vs. 69,718. And by the end of this year, the brand will sell the Prius alongside seven other hybridized vehicles — the RAV4, Highlander and Venza crossovers, the Corolla, Camry and Avalon sedans and the Sienna minivan. This quarter, the redesigned Sienna will become the eighth vehicle in Toyota’s lineup with a hybrid powertrain, joining the Prius and Venza as hybrid-only vehicles in the U.S.
“We’re in the customer business, and if customers prefer an SUV body, well, we’ve got to serve the customers,” Carter said.