Toyota updates pricing on 2013 Prius, introduces Persona Series Special Edition

Toyota Motor Sales has just announced some pricing and packaging changes to the 2013 Prius, Prius V and Prius Plug-In hybrids. More importantly however, in bids to curtail the heavy competition via branding tactics, Toyota introduced their latest Persona Series Special Edition model to the Prius as a way to help personalize the car for customers.

Specifically, the Persona Series Special Edition Prius comes with a variety of aesthetic upgrades, which include 17-inch alloy rollers, a unique Black Cherry Pearl exterior paint with a choice of a different Blizzard Pearl, and bespoke “Persona Series” badges.

The inside receives some updates as well with special SofTex faux-leather with black accents and red stitching.

Should any fuel-miser seek to personalize their Prius in this fashion, customers should expect to begin their pricing at $27,130.

For a full list of the changes in pricing, check out the press release after the jump.

 

Pricing Announced For 2013 Prius, Prius v and Prius Plug-In

• Prius adds Persona Series Special Edition

 

TORRANCE, Calif., Oct. 15, 2012 – Toyota Motor Sales, U.S.A., Inc. (TMS) today announced the pricing for the eco-advanced 2013 Prius, Prius v and Prius Plug-in models. All pricing for these three 2013 Prius Family members becomes effective October 2012.

The Prius adds a style-focused Persona Series Special Edition model, adding exterior changes and equipment to a Prius Three to create a distinct visual package. The Prius Persona Special Edition includes 17-inch alloy wheels with a premium finish and offers a unique exterior color: Black Cherry Pearl. Available exterior colors for the Persona Special Edition also include Black and Blizzard Pearl. A “Persona Series” badge also helps distinguish the model. The Persona Special Edition’s interior is trimmed in charcoal-hued SofTex™ with black accents and red stitching. The steering wheel is also trimmed in SofTex material and includes a dark chrome bezel that complements the new model’s dark chrome shift knob ring and door grips. The new Persona Special Edition has a MSRP of $27,130.

The MSRP on 2013 Prius has been increased by $200 on each of the five Prius equipment levels.

The model- by-model pricing increase for 2013 is detailed on that table below:

Prius

Grade 2012 MSRP 2013 MSRP MSRP Chg ($) MSRP Chg (%)
Prius One (fleet only) $23,015 $23,215 $200 0.87%
Prius Two $24,000 $24,200 $200 0.83%
Prius Three $25,565 $25,765 $200 0.78%
Prius Four $28,235 $28,435 $200 0.71%
Prius Five $29,805 $30,005 $200 0.67%
Prius Persona Series Special Edition n/a $27,130 n/a n/a

All prices listed above exclude the Delivery, Processing, and Handling (DPH) fee The 2013 Prius v will be available in a new Seaglass Pearl exterior color. In addition, the Prius v Five will offer a SofTex-trimmed steering wheel. The Prius v has small pricing increases over 2012 pricing ranging from $100 to $155. The Prius v Two has increased from $26,550 to $26,650 for 2013, and Prius v Three pricing has increased from $27,315 to $27,415. The highly equipped Prius v Five has increased from $30,140 to $30,295.

Prius v

Grade 2012 MSRP 2013 MSRP MSRP Chg ($) MSRP Chg (%)
Prius v Two $26,550 $26,650 $100 0.38%
Prius v Three $27,315 $27,415 $100 0.37%
Prius v Five $30,140 $30,295 $155 0.51%

All prices listed above exclude the Delivery, Processing, and Handling (DPH) fee
For 2013, there are no price increases or equipment model changes for the Prius Plug-in. The Prius Plug-in first arrived in showrooms in February 2012.

Prius Plug-in

Grade 2012 MSRP 2013 MSRP MSRP Chg ($) MSRP Chg (%)
Prius Plug-in $32,000 $32,000 $0 0.00%
Prius Plug-in Advanced $39,525 $39,525 $0 0.00%

All prices listed above exclude the Delivery, Processing, and Handling (DPH) fee
The MSRP for the 2013 Prius, Prius v, and Prius Plug-in does not include the delivery, processing, and handling (DPH) fee of $ 760. The DPH fee for vehicles distributed by Southeast Toyota (SET) and Gulf States Toyota (GST) may vary.

# # #

 

– By: Chris Chin


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