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Toyota sold 1,897 Prius hybrids in September, down from 2,011 a year earlier, even as the Camry and RAV4 hybrids each sold more than 25,000 units. The Drive reports Prius sales are down 51% year to date, but the figures alone do not establish why buyers are choosing other models.
Toyota sold 1,897 Prius hybrids in the United States in September, down from 2,011 in the same month a year earlier, even as the company sold more than 25,000 Camry Hybrids and 28,000 RAV4 Hybrids. The figures, reported by The Drive, show the Prius losing ground inside Toyota’s expanding hybrid lineup; they do not by themselves explain whether buyers are shifting to other models or leaving the segment.
The September sales comparison puts the Prius well behind Toyota’s higher-volume hybrid models. The company sold more than 25,000 Camry Hybrids and more than 28,000 RAV4 Hybrids during the month, according to The Drive’s report. The Prius total was also below sales of several other Toyota hybrids listed in the report, including the Corolla Cross, Tacoma and Highlander. The Crown recorded 406 sales.
The decline extends beyond September. The Drive reported that Prius sales were down 51% year to date, to 16,731 vehicles, through the period covered by its report. The story also noted that Toyota sold more bZ electric vehicles in September than regular Prius hybrids; counting the plug-in Prius variant alongside the standard model brings the Prius total above the bZ figure.
The report situates the results amid a broader shift toward hybrids as electric-vehicle sales have weakened following the end of U.S. EV subsidies and fuel prices have faced upward pressure. Those are explanations offered in the report’s framing, not proof that either policy changes or fuel prices caused the Prius decline. The sales figures establish the contrast among models, but do not identify individual buyers’ reasons.
Toyota’s Hybrid Sales Divide
The numbers matter because the Prius has long been one of the most recognizable hybrid nameplates, yet Toyota’s September results show buyers purchasing far more of the brand’s hybrid crossovers and sedans. That divergence complicates a simple story that growing interest in fuel-efficient vehicles automatically benefits every hybrid model.
For shoppers, the figures point to a crowded Toyota showroom: a buyer considering a Prius can also compare hybrid versions of the Corolla, Camry and RAV4. The Drive argues that this range of choices may be drawing customers away from the Prius. However, monthly sales totals cannot establish direct substitution. They do not show whether Camry or RAV4 buyers would otherwise have bought a Prius, or whether the models appeal to different needs and budgets.
The distinction also matters for interpreting the market. A rise in hybrid sales across a company can coexist with falling sales for one particular model. The Prius results should not be treated as a direct measure of all hybrid demand, nor do they show that American buyers as a whole have rejected the model.
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More Hybrids, More Competition
The Drive contrasts the current market with the previous September, when automakers were promoting electric vehicles ahead of the expiration of U.S. incentives. Its account says the subsidies had ended by the time of the newer sales figures and describes a less favorable environment for EV sales. The source also points to pressure on global fuel prices as a factor that can make fuel-efficient vehicles more appealing.
Toyota offers buyers several hybrid alternatives to the Prius. The report notes that the Corolla and Corolla Cross compete within the company’s own lineup, while the Camry and RAV4 overlap with the Prius in price. It also cites a substantial gap between gasoline and hybrid Corolla sales: Toyota had sold nearly 200,000 gasoline Corollas in 2025, compared with just over 34,000 hybrid Corollas at the time covered by the report.
The article raises two possible readings: buyers may be choosing among Toyota’s own hybrid options, or interest in the Prius itself may be weaker. The data in the report can show relative sales and year-over-year change, but it cannot settle the reasons behind them.
““Why the heck is no one buying the Prius?””
— The Drive
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What Sales Totals Cannot Explain
The figures reported by The Drive do not show why Prius sales fell or whether customers who chose a Camry, RAV4 or another model would otherwise have bought a Prius. The report does not provide buyer surveys, dealership-level explanations, pricing comparisons, inventory data or a breakdown of sales by trim that could help distinguish those possibilities.
The exact role of fuel prices and the end of EV incentives in the reported sales pattern is also unconfirmed. The source describes those conditions as market context, but the figures cited do not isolate their effects. The report provides a September comparison and year-to-date total; it does not establish whether the decline will continue in later months or how the full-year results will compare.
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Later Sales Will Test the Trend
The next useful measure will be Toyota’s subsequent monthly sales releases, which can show whether Prius deliveries remain below the prior year and whether the Camry and RAV4 hybrids continue to outsell it by similar margins. Full-year totals would add a longer comparison than one month’s results and the year-to-date figures cited in the report.
Further evidence about buyer preferences would be needed to explain the gap. Until then, the clearest confirmed takeaway is limited: Prius sales are down in the reported period, while several Toyota hybrid alternatives recorded much higher September totals. Whether that reflects internal competition, changing preferences or other factors remains unresolved.
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Key Questions
How many Prius hybrids did Toyota sell in September?
The Drive reported 1,897 Prius sales in September, compared with 2,011 in September a year earlier.
How did the Prius compare with Toyota’s other hybrids?
Toyota sold more than 25,000 Camry Hybrids and more than 28,000 RAV4 Hybrids in September, according to the report. Both totals were far above the Prius figure.
Are Prius sales down for 2025?
Yes. The Drive reported that Prius sales were down 51% year to date, to 16,731, for the period covered by its 2025 report.
Do the figures prove buyers have abandoned the Prius?
No. They show lower Prius sales and higher totals for some other Toyota hybrids, but they do not establish why customers chose those models or whether the pattern will continue.
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