Prius Sales Keep Sliding, But Plug-In Version Bucks the Trend

Toyota's Prius lineup is having a rough year, with overall sales continuing to fall sharply. However, one version of the iconic hybrid is actually gaining ground.

July was another tough month for the Prius family. Toyota sold 3,139 Prius cars in July, down 23.8% from the 4,118 sold in the same month last year. That brings the year-to-date total to 22,657 vehicles, a 40.3% drop compared to the 37,963 sold by this point in 2025.

The bright spot is the Prius Plug-In. Its July sales jumped 26.1%, from 1,495 to 1,885 units. Year-to-date, plug-in sales are up 5.5%, going from 9,119 to 9,618. The problem is that the plug-in doesn't make up the majority of Prius sales.

The regular Prius is the real drag. Through July, sales of the standard hybrid totaled just 13,039, a 54.8% plunge from 28,844 a year earlier. July alone saw a 52.2% drop, from 2,623 to 1,254 units. Even if plug-in sales had doubled this year, they wouldn't offset the losses on the standard car's side.

Toyota's overall electrified lineup is doing well despite the Prius slump. For the Toyota brand, electrified sales are up 13.1% for the year, far better than the brand's overall 1.2% increase. Lexus electrified models are also up 5.5%, while the luxury brand overall is down 4.9%.

Not every hybrid is thriving. Declining models include the Crown, Crown Signia, Land Cruiser, Corolla Hybrid, Corolla Cross Hybrid, and Tundra Hybrid. But among electrified Toyotas still in production, the regular Prius has the biggest percentage drop.

The weak sales suggest the Prius needs more than the minor 2027 update, which added a standard feature, some colors, and a slight price bump. More substantial changes to styling and performance, or a new trim level, might help. Boosting plug-in sales further could also offset some losses, but Toyota likely needs bigger moves to keep its efficiency icon relevant.