Prium - Sales

Sales

The Prius is sold in almost 80 countries and regions; its largest markets are the United States, Japan, and Europe. In May 2008, Toyota announced that its worldwide cumulative sales of the Prius had passed the 1 million mark, and exceeded 2 million units in September 2010. Global sales of all Prius family vehicles totaled 3.67 million units from 1997 through March 2013, including 2.93 million Prius Liftbacks, 294.9 thousand Prius v/α, 409.5 thousand Aqua/Prius c and 32.7 thousand Prius Plug-in Hybrids. Prius family vehicle sales accounted for 71.6% of Toyota Motor Company (TMC) worldwide volume of 5.1 million hybrids sold through March 2013, including the Lexus brand.

As of April 2011, the U.S. accounted for almost half of Prius global sales, with one million Prii sold since 2000. However, the Prius experienced two consecutive years of sales decreases from its peak in 2007, falling to 139,682 units in 2009 before rebounding to 140,928 units in 2010. Sales in Japan reached 1 million Prii in August 2011.

Cumulative Prius sales in Europe reach 100,000 in 2008 and 200,000 units by mid-2010, after 10 years on that market. The U.K. is one of the leading European markets for Prius, accounting more than 20 percent of all Prii sold in Europe. Toyota Prius became Japan's best selling vehicle in 2009 for the first time since its debut in 1997 as its sales almost tripled to 208,876 in 2009. In that year it overtook the Honda Fit, which was Japan's best-selling car in 2008 excluding Kei cars.

Rising oil prices caused by the Arab Spring led to increased sales of the Prius in the first quarter of 2011, but the 2011 Tōhoku earthquake and tsunami led to a production stoppage. Production restarted several days later, but output was hindered due to shortages from parts suppliers. Nevertheless, during the 2011 Japanese fiscal year (April 1, 2011 through March 31, 2012), the Prius family sold 310,484 units, including sales of the Prius α, launched in May 2011, and the Toyota Aqua, launched in December, allowing the Prius brand to become the best-selling vehicle in Japan for the third-consecutive year. Until September 2012, The Prius liftback was the top selling new car in Japan for 16 months in a row, until it was surpassed by the Toyota Aqua in October, which kept the lead through December 2012. The Prius liftback, with 317,675 units sold in 2012 (including sales of the Prius α), was the best selling car in Japan during the 2012 calendar year for the fourth consecutive year. The Aqua ranked as the second best selling car with 266,567 units sold in 2012. Nevertheless, when sales of the two Prius models are broken down, the Toyota Aqua ranks as the top selling model in Japan in 2012, including kei cars, leading sales since February through December 2012.

Annual Prius liftback sales worldwide and by region
1997-2013 CYTD
(in thousands)
Year World Japan U.S. Europe Canada Other
1997 0.3 0.3
1998 17.7 17.7
1999 15.2 15.2
2000 19.0 12.5 5.6 0.7 0.2 0.01
2001 29.5 11.0 15.6 2.3 0.4 0.2
2002 28.1 6.7 20.1 0.8 0.2 0.2
2003 43.2 17.0 24.6 0.9 0.3 0.4
2004 125.7 59.8 54.0 8.1 1.9 1.9
2005 175.2 43.7 107.9 18.8 2.0 2.9
2006 185.6 48.6 107.0 22.8 2.0 5.3
2007 281.3 58.3 181.2 32.2 2.6 7.0
2008 285.7 73.1 158.6 41.5 4.5 7.7
2009 404.2 208.9 139.7 42.6 4.6 8.4
2010 NA 315.7 140.9 42.9 3.0 5.8
2011 NA 252.5 128.1 26.4 1.6 NA
2012 NA 317,7 147.5 20.8 3.4 NA
2013 CYTD NA 73.3 35.0 4.0 0.4 NA
Total 2,943.7 1,304.0 1,265.8 264.8 27.1 73.0

High gasoline prices in the U.S., approaching US$4 a gallon by March 2012, contributed to record monthly sales of the Prius family vehicles. A total of 28,711 units were sold in the United States during March 2012, becoming the one-month record for Prius sales ever. The third-generation Prius liftback accounted for 18,008 units (62.7%); the Prius v accounted for 4,937 units (17.2%); the Prius c, for 4,875 units (17.0%); and the Prius Plug-in Hybrid, for 891 units (3.1%). Another record was set during the first-quarter of 2012, with Prius family sales of 60,859 units, it became the best selling quarter ever. Sales of Toyota Prius family vehicles in California represented 26% of all Prii purchases in the U.S. during 2012. With 60,688 units sold during this year, the Prius became the best selling vehicle in California, ahead of the previous leader, the Honda Civic (57,124 units) and the third ranked, the Toyota Camry (50,250 units).

Toyota sold 223,905 Prii among the various HEV family members in the U.S. in 2012, representing together a market share of 51.5% of all hybrid sold in the country that year. In addition, a total of 12,750 Prius PHVs were sold in 2012, allowing the plug-in hybrid to rank as the second top selling plug-in electric car in the U.S. after the Chevrolet Volt, and surpassing the Nissan Leaf. The Toyota Prius liftback, with 147,503 units sold, was the best selling hybrid in 2012, the Prius v ranked third with 40,669 units, and the Prius c was fourth with 35,733 units. Toyota USA estimated that sales of its hybrids models in 2012 would represent 14% of total Toyota sales in the country. Since their inception in 1999, a total of 1,315,469 Prius family members have been sold in the U.S. through December 2012, representing a 50.7% market share of total hybrid sales.

Prius family sales also set a record in Japan in March 2012. Accounting for the conventional Prius and Prius α sales, a total of 45,496 units were sold in March 2012, becoming the highest monthly sales ever for any model in Japan since 1997, and representing a market share of 9% of all new car registrations excluding kei cars. The Toyota Aqua sold 29,156 units, ranking as the third top selling car that month. Together, all Prius family vehicles sold 74,652 units, representing 15% of monthly new car sales in March 2012. With a total of 247,230 vehicles sold during the first quarter of 2012, the Toyota Prius family became the third top selling nameplate in the world in terms of total global sales, after the Toyota Corolla (300,800 units) and the Ford Focus (277,000 units).

The following table presents retail sales of the other vehicles of the Prius family for the four top selling national markets by year since deliveries began in 2011 through the first quarter of 2013.

Annual sales of other Prius family vehicles in the four top selling markets
between 2011 and 2013 CYTD
Country Year Toyota
Prius v/α/+
Toyota
Aqua/Prius c
Toyota
Prius PHV
Japan 2011 215,500
2012 266,567 12,600
2013 80,665
USA 2011 8,399
2012 40,669 35,733 12,750
2013 8,525 9,865 2,353
Europe 2011
2012 10,988 NA 3,496
2013 3,715 1,412
Canada 2011 553
2012 4,077 2,530 63
2013 562 477 86
Cumulative sales
through March 2013
Top markets 292,988 395,837 32,760
Worldwide 294,900 409,500 32,760

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