The Toyota Prius found itself in an unusual situation: demand for hybrids in the US is growing, but sales of the brand's most famous hybrid continue to decline. From January to September 2026, Americans bought 29,223 Priuses, which is 37.5% less than in the same period of 2025.

September was particularly indicative. Prius sales amounted to 3,169 cars, 20.2% less year-on-year. In the same month, Toyota sold 25,350 hybrid Camry models, and RAV4 in hybrid versions also significantly outpaced Prius in volume.

At the same time, Toyota itself has not faced a decline in interest in electrified vehicles. In September, the company sold 117,215 electrified cars in the US, 37.8% more than a year earlier. Their share reached 58.2% of all Toyota and Lexus sales.

The reason may be the changed structure of the offering. The Prius now competes within Toyota itself with the Camry Hybrid, RAV4 Hybrid, and Corolla Hybrid. Buyers no longer have to choose a separate aerodynamic hatchback for low fuel consumption.

At the same time, the Prius itself has not technically disappeared. The modern generation received a more powerful hybrid powertrain, all-wheel drive, and a noticeably more dynamic design. But now its key advantage — fuel efficiency — has become available to several larger Toyota models.