Sales of the Toyota Prius are not going well for the Japanese automaker. The hybrid that started the auto industry down the road of electrification is currently selling at almost half the rate it did last year. Here in 2026, Toyota has sold 15,489 units compared to 30,161 units at this point in 2025. A drop-off in sales on a generation of vehicle that launched four years ago is not a surprise, but this isn’t a tail off in sales, it’s a brutal drop, and one that’s persisted for several months. However, Toyota doesn’t seem concerned about one of the most important vehicles in modern automotive history not looking so good on the accounting spreadsheets.
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