Toyota is making a big change by dropping the “Prime” badge for its plug-in hybrids (PHEVs) starting in the 2025 model year. This decision aims to simplify how consumers recognize these vehicles in a crowded market filled with various powertrain options. The RAV4 Prime and Prius Prime will have a new name: 2025 Toyota RAV4 Plug-In Hybrid and 2025 Toyota Prius Plug-In Hybrid, but not much else will change.
What’s Behind the Name Change?
According to Mike Tripp, Toyota’s group vice president for marketing in North America, the switch is all about aligning the naming convention with the broader automotive industry. He explained that many consumers face overwhelming choices when it comes to powertrains, so moving away from the Prime branding will help them better understand their options.
Is Toyota Still Premium Without Prime?
This change might seem surprising, especially since Toyota initially introduced the Prime badge to highlight the performance of its plug-in hybrids compared to competitors. The latest models, which debuted with the 2017 Prius, were known for their innovative features, like a heat pump and impressive electric range. For instance, the current RAV4 Plug-In Hybrid boasts 42 miles of electric driving and 38 mpg once the battery is depleted, making it a standout choice for many drivers.
While Toyota is focusing on this new branding approach, they didn’t address whether the change aims to boost sales or appeal to new customers. The company currently offers hybrid versions across nearly its entire lineup, with the 2025 Camry going fully hybrid.
Interestingly, Toyota’s messaging around plug-in vehicles has been a bit muddled over the years. Last year, their “Electrified Diversified” campaign left many confused about the differences between battery EVs, hybrids, and plug-in hybrids.
Current Market Performance
Looking at sales figures, the RAV4 and Prius plug-in hybrid models currently represent a small slice of Toyota’s overall sales. In 2023, only 6% of RAV4 sales were for the Prime version, while 21% of Prius sales were for the Prime. However, the RAV4 still sold over 26,000 units, compared to about 7,500 Prius Prime models.
California remains the leading state for both the RAV4 and Prius Prime. Many of the states where these PHEVs are popular follow California’s emissions regulations, which are likely to promote longer-range PHEVs in the future. Toyota will expand plug-in hybrid ranges beyond 120 miles, but they may not have the Prime label.
