|Prius sales March 2011 v. March 2012. Data: TMS. Click to enlarge.|
In March 2012, Toyota posted a new one-month record for Prius sales of 28,711 units, up 54.3% by volume from last March. Of those, 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, 4,875 units (17.0%); and the Prius PHV (plug-in hybrid), 891 units (3.1%).
Looked at another way, the 18,008 units of liftback sales in March 2012 were roughly equivalent to liftback sales in March 2011 (18,605); at that time, the liftback was the only Prius model on sale. Commenting on the March 2012 results, Jeff Bracken, vice president of sales for the Toyota Division, Toyota Motor Sales (TMS) USA, said:
Prius sales were boosted further by two new models added during the month, the Prius c and Prius Plug-in, joining the Prius v and Liftback models. For the most part, these models are bringing new buyers into the Prius family.
For example, Prius v posted its biggest month since it went on sale last November of 4,937. It continues to attract buyers who say they couldn’t previously consider a hybrid because they needed more flexibility and versatility.
And Prius c, with a sticker price under $19,000 and a fuel economy rating topping 50 miles per gallon, is opening up hybrid technology to a whole new segment of buyers.
Overall, TMS posted March sales of 38,215 hybrid vehicles, an increase of 49.0% compared to the same period last year. Toyota Division posted sales of 34,722 hybrids for the month, up 60.7% over the year-ago month. Lexus Division reported monthly sales of 3,493 hybrids.
Prius family sales thus accounted for 75% of all TMS hybrid sales, and 83% of all Toyota Division hybrid sales.