Prius c price point pending

Toyota is being tight-lipped about the pricing of its Prius c hybrid, although the company is claiming it will undercut Honda's sub-$30k Insight by a substantial margin.

The car will definitely be the cheapest hybrid when it reaches the local market late next month, the company claims, but it may also cut off two other marketplace rivals at the knees — Volkswagen's Golf Bluemotion and the Mazda3 SP20 SKYACTIV. The VW is priced just $1000 below the Insight ($28,990) and the Mazda is $1000 lower again, at $27,990.

"Prius c will bring Toyota's renowned Hybrid Synergy Drive® technology to a new segment of buyers at a more accessible price," said Toyota Australia's executive director sales and marketing Matthew Callachor, as quoted in a press release.

"It will appeal to consumers seeking spirited driving dynamics, fuel efficiency and technology in a compact yet spacious city car."

Toyota is clearly gunning for Honda's Insight and Callachor was quick to point out the product features of the Prius c that will stand it in good stead.

"In addition to its price advantage, Prius c will deliver more power, better fuel economy and more relaxed cruising from its bigger 1.5-litre petrol engine and electric motor.

"Toyota's new hybrid car is also taller for excellent head clearance, including in the rear, and has a smaller turning circle - ideal for tight city streets and car parks."

Toyota has packaged the new hybrid with fuel tank and hybrid battery located under the rear seat, thus improving luggage space without detriment to head or legroom in the rear. As a further bonus, the low-mounted location of the tank and battery aid the car's centre of gravity.

When motoring.com.au spoke with Mike Breen, Manager for Public Relations, the Toyota executive explained that the price of the vehicle is not yet decided — even though the local launch is just a little over a month away.

"We can be confident of the price, but we can't really confirm the price until the time of launch," he sent.

Clearly the local arm has talked the parent into a landed cost that will ensure a price for the hybrid well below ("thousands of dollars", according to the press release) the price of the Honda. But TMCA is still haggling over the last few roubles, it seems.

"We negotiate pricing with TMC..." Breen continued. "I think the pricing is locked in, but we never like to speculate on pricing until the time of the launch."

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