Now On Sale: 2024 Toyota Prius Prime

• Advanced technology abounds in sleek, stylish plug-in hybrid


• EV range of up to 72 km, combined fuel consumption of just 1.8 L_e/100 km and easy to recharge in as little as four hours


• Three sporty grades: SE, XSE, XSE Premium


• Starting MSRP of $39,050

TORONTO, Ontario (September 28^th, 2023) – Plug into a sporty, cleaner future – with the 2024 Prius Prime. This plug-in hybrid electric sedan is spirited, intelligent, and amazingly efficient – perfect for Canadian drivers ready to take on the road ahead. 

“The Prius Prime stands at the forefront of Toyota’s effort to move Beyond Zero for carbon emissions – to make a net positive impact on our planet and society. But people won’t buy it just for its efficiency, because the 2024 Prius Prime demonstrates that efficient is also beautiful and exciting,” said Cyril Dimitris, Vice President, Toyota Canada Inc. “This advanced vehicle features surprising horsepower, a sleek and aerodynamic body style that’s low and wide, and a sophisticated interior loaded with intelligent yet easy-to-use technologies.”

The 2024 Prius Prime headlines Toyota’s impressive selection of vehicles built around zero and low-emissions powertrains. Introduced in 2023, Prius Prime’s newest plug-in hybrid electric system is built around a 150 horsepower 2.0L gas engine and 161 horsepower electric motor-generator system, which work together to produce 220 system horsepower – a jump of almost 100 horsepower and 32 percent more torque over the previous generation Prius Prime. This is mated to an electronically-controlled continuously variable transmission and front-wheel-drive.

Meantime, a larger lithium-ion storage battery gives the 2024 Prius Prime an impressive electric-only range – up to 72 kilometers between charges – and can be fully recharged in as little as four hours. When charging is not available, the Prius Prime seamlessly switches into a highly efficient gas-electric hybrid – with an estimated fuel efficiency of 4.5L/100km in hybrid mode on the SE model – so range is never a cause for anxiety.

The 2024 Prius Prime slices through the air, with a body that achieves a remarkable 0.27 Coefficient of Drag. Built on the Toyota New Global Architecture-C platform (TNGA-C) and with the hybrid battery tucked under the rear seat, the Prius Prime benefits from a low centre of gravity and a design that reduces weight and increases rigidity. Front grille shutters optimize the inflow of air, contributing to cooling and aerodynamic performance. The result is an efficient vehicle that is impressively sporty and comfortable, with minimal road noise, harshness, or vibration.

Inside, the modern cabin provides ample room for up to five adults. Driver centric controls, soft-touch materials, and a black satin chrome finish provide a sophisticated, elegant look and feel.

The Prius Prime puts intuitive technology at one’s fingertips – and voice. Every model features the Toyota Multimedia system – a bundle of start connectivity technologies that keeps drivers informed and safe while simplifying their lives behind the wheel. The system integrates wirelessly with both Apple CarPlay and Android Auto and features Toyota’s newest interface, which improves interaction between people and vehicle through sight, touch, and voice. Many functions may be controlled via the touch screen via the same gestures used on mobile phone screens.

Every Prius Prime also comes with an impressive package of safety features headlined by Toyota Safety Sense 3.0 – the newest configuration of Toyota’s suite of active safety technologies and capabilities that supports driver awareness and decision making to help reduce the potential for accidents. Other standard safety features include the Toyota Star Safety System, a backup camera, eight airbags, the Blind Spot Monitor with Safe Exit Assist, Front Cross Traffic Alert, Lane Change Assist, and an anti-theft alarm system with engine immobilizer.

Toyota Canada offers the Prius Prime in three distinct grades, as follows:

The 2024 Toyota Prius Prime SE introduces Canadians to the plug-in hybrid experience. This model features Toyota Multimedia with Service Connect, Safety Connect, Remote Connect, and an 8” touchscreen display, a six-speaker Toyota Display Audio system, wireless Apple CarPlay and wireless Android Auto compatibility, 17” alloys, fabric upholstery, heated front seats, heated, Softex-wrapped steering wheel, the Toyota Smart Key System with Push Button Start, and rain-sensing wipers.

The 2024 Toyota Prius Prime XSE upgrades the SE trim level with numerous features, including Toyota Multimedia with Service Connect, Safety Connect, Remote Connect, Drive Connect and a 12.3” touchscreen display, 19” alloy wheels, Softex upholstery, eight-way power adjustable driver’s seat, heated and ventilated front seats, heated rear seats, an enhanced four-door Smart Key system, a wireless charging system for compatible smart phones, glass roof, a driver monitor camera, and Traffic Jam Assist.

The 2024 Toyota Prius Prime XSE Premium enhances the XSE trim, adding an eight-speaker JBL Premium Audio system, driver’s seat memory system, a power hatch, digital key, the Panoramic View Monitor, a rear camera washer, and the Advanced Park system.

2024 Toyota Prius Prime pricing

^{*NOTE: Vehicle Price includes MSRP/Freight PDI/AC charge/maximum Dealer fees/maximum other fees and charges, and excludes taxes, license, insurance and registration.}

The 2024 Toyota Prius Prime is now on sale at Toyota Dealers across Canada. For complete and up to date details and specifications visit www.toyota.ca/priusprime

About Toyota Canada Inc.
Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota and Lexus vehicles. Toyota has sold over six million vehicles in Canada through a national network of 287 Toyota and Lexus dealerships. Toyota is dedicated to bringing safety, quality, dependability and reliability to the vehicles Canadians drive and the service they receive. TCI’s head office is in Toronto, with regional offices in Vancouver, Calgary, Montreal and Halifax, and parts distribution centres in Clarington and Vancouver. Toyota also operates two manufacturing facilities in Canada. Having produced more than nine million vehicles, popular Canadian models built at these facilities include Toyota RAV4, Toyota RAV4 Hybrid, Lexus RX 350 and RX 450h hybrid, as well as Lexus NX 250, NX 350 and NX 350h hybrid. The company has sold more than 20 million electrified vehicles worldwide and is the number one seller of electrified vehicles in Canada.