Through the years, most of us have learned what the Toyota Prius is. And what it isn't. As the pre-eminent hybrid vehicle, the first several generations of the Prius won acclaim for their stellar fuel economy and Save-the-Planet ethos. Movie and television stars flocked to the Prius in a wave unheard of for a small hatchback from a mass-market brand.
Through it all, the Prius remained its unassuming self. With a single-mindedness toward delivering top-ranking fuel economy, the small car retained modest dimensions, design, and horsepower. In those days, there was nothing other than great fuel economy and low emissions to get excited about. But that has changed—big time.
The 2023 Toyota Prius Prime takes the model—and the Prius sub-brand—to the next level in a variety of areas. It offers a transformative dose of additional horsepower, sharper handling, improved drivability, added electric-only range, and it looks great. In fact, it looks so good that a couple of journalists at its introductory press conference asked Toyota executives if they were fearful that current Prius owners wouldn't like it because it is so attractive.
While it is unfair to call the previous Prius a duckling, it is utterly fair to praise the new version as a swan. The new design is 2 inches lower, one inch wider, and one inch longer than the previous generation. That just hints at the dramatic transformation. The photos that accompany this article tell the tale more graphically.
Happily, the attractive exterior style is matched by equal or greater mechanical advances. For example, with a combined 220 horsepower, the 2023 Prius Prime has almost 100 more horsepower than the previous generation. Torque is up 32 percent, resulting in better all-around drivability. And the battery-only electric range is way up as well. The base SE grade offers 44 miles of electric-only driving range—a substantial increase from the 25-mile range of the previous-generation Prius Prime. Toyota demonstrably improved this car in virtually every area over the previous edition.
Toyota offers the 2023 Prius Prime in three trim levels: SE, XSE, and XSE Premium. The SE will carry a manufacturer's suggested retail price (MSRP) of $32,350 plus a $1,095 destination charge. Pricing for the XSE starts at $35,600. The XSE Premium—the most luxurious Prius ever by a large margin—has an MSRP of $39,170. Toyota says the new 2023 Prius Prime will arrive at dealerships in May 2023.
Though the SE is the most basic of the Prius Prime models, it still comes well-equipped. Its standard Toyota Audio Multimedia infotainment system has an 8-inch touchscreen, and its standard features include six USB-C ports. A leather-trimmed heated steering wheel, rain-sensing wipers, and electronic parking brake are other upscale features that you might not expect but are welcome.
The exterior features 17-inch alloy wheels with wheel covers, a quick "tell" regarding the SE grade. Inside, Toyota covers the seats in an attractive black fabric with Prius Prime signature red trim. Blind-spot warning and rear cross-traffic warning are standard safety features that are optional in some other Toyota models.
The XSE trim features 19-inch alloy wheels, but most upgrades are inside. Rather than cloth upholstery, Toyota covers the XSE's seats in black SofTex leatherette with red trim, and the driver's seat is 8-way power-adjustable. In addition to all the standard features from the SE, the XSE brings a smart key, wireless charger, and front and rear parking assist with automatic braking. Buyers can opt for a 12.3-inch infotainment display, a fixed-glass roof, and a digital key that turns one's smartphone into a car key.
The XSE Premium kicks up the luxe quotient still further. The fixed-glass roof and 12.3-inch touchscreen are standard, as is an 8-speaker JBL premium audio system. The SofTex front seats have heating and cooling, and the car features a power-operated rear hatch.
The XSE Premium also enables buyers to choose from a wide array of luxury options. The most interesting is the 185-watt solar roof that uses the sun's power to help charge the drive battery. The optional Advanced Park system controls steering and braking to ease drivers into parallel and perpendicular parking spaces. Other notable options are a surround-view camera, rearview camera mirror, and heated rear seats.
The subject of this driving impression is a 2023 Toyota Prius Prime XSE with a suggested retail price of $37,190, including destination.
The beauty of the Prius's new exterior design lies in the eyes of the beholder. Still, the general opinion among vehicle reviewers at the launch event was that the Prius was significantly more attractive than before. Toyota Vice President of Vehicle Marketing and Communications Mike Tripp said the new 2023 model is the first Prius he'd consider having as his personal vehicle.
That said, the Prius Prime interior has also received a significant transformation. The major positives are the model's two iterations of the Toyota Audio Multimedia system with 8-inch and 12.3-inch screens. The system is a substantial advance over previous Toyota infotainment systems, and the screen is the dominant feature of an otherwise low-key dash.
Toyota houses the instruments and other driver information in a unique pod that sits farther away from the driver than is typical and higher in their sight lines. While one can appreciate this, the distance from the driver's eyes makes some secondary information challenging to see and read. The steering wheel is not only leather-trimmed but also tilts and telescopes, which seems mandatory given how Toyota displays the instruments.
The Prius Prime's gear selector also takes a bit of getting used to, but it quickly becomes second nature. In contrast to many other vehicles, the two cupholders lie forward of the gear selector. This makes them slightly less convenient.
The SofTex-covered seats in the test vehicle were the most comfortable seats I've experienced in any Prius model. The rear seats, covered in the same material, were also quite comfortable, although the width might make two rather than three adults happy there. The red accents are positive in my eyes. Still, I wonder if all Prius Prime customers will be equally enthusiastic about them. I also noted a distinct absence of interior sound in contrast to previous Prius generations that allowed more exterior noise into the cabin.
With 91.2 cubic feet of passenger space, the 2023 Toyota Prius Prime feels roomy and airy for a car just 181.1 inches long. Cargo space is more than adequate for a vehicle of its type. The Prius Prime offers 20.3 cubic feet of luggage space under the liftback with the rear seats in use. With the rear seatback folded, that space increases to 26.7 cubic feet.
The available 12.3-inch display for the Toyota Audio Multimedia system sets a nice tone and certainly makes using the system easier. At the same time, the base 8-inch display is also quite useful. The touchscreen icons are easy to see and identify, but the system also uses voice-command technology well. Occupants can make voice commands to execute several tasks after alerting the system, saying, "Hey, Toyota."
The system worked well to set navigation destinations, which was helpful during a driving session marred by heavy downpours. The cloud-based navigation worked well with multiple route changes that required re-routing, although the re-routing lagged occasionally. The point-of-interest search relies on Google-provided data, so it has a familiar and comforting ring to most.
The system does a good job of offering dual Bluetooth phone connectivity, wireless Apple CarPlay, and Android Auto. Toyota provides a SiriusXM Platinum plan with a 3-month trial, and tuning its stations was easier and more direct than in many systems. The system also has HD Radio capability to turn terrestrial radio into a better listening experience.
The Prius Prime comes with a 30-day trial of its Wi-Fi Connect, which offers 4G connectivity for up to five devices. Wi-Fi Connect also provides an integrated streaming feature, letting Prius Prime occupants connect to streaming services like Apple Music and Amazon Music.
The 2023 Prius Prime offers an unprecedented level of electronic safety and driver aids at the price point. Toyota makes its latest Toyota Safety Sense (TSS) generation, TSS 3.0, standard across all Prius trims. It is a comprehensive suite of advanced driver assistance systems (ADAS), many enhanced for the 2023 model year.
For example, forward-collision warning and automatic emergency braking have better hazard-detection capabilities thanks to new system sensors, and they can now detect motorcyclists. The lane-departure prevention assist has improved lane recognition, detecting objects like guard rails. Toyota added a fourth following-distance setting to the adaptive cruise control system. I tested that system (most safety systems are unwise to test during on-road driving) and found it worked very well on superhighways and secondary two-lane roads.
Interestingly, Toyota does not include blind-spot warning and rear cross-traffic warning in its TSS 3.0 array of ADAS, but those systems are standard on all 2023 Prius Prime cars. Additionally, Toyota added an automatic emergency stop assistance system to the TSS 3.0's lane-keeping assistance system. It halts the vehicle if it detects the driver is having a medical emergency. Toyota has also made a safe-exit system standard for all grades.
A big—nearly 100-hp—boost in power makes the 2023 version of the Prius Prime the most fun to drive ever. And don't take that as a backhanded compliment. With its 150-hp, 2.0-liter gasoline engine and 161-hp electric motor-generators, the Prius Prime has plenty of power and torque available whenever you push your accelerator foot down. To authenticate that, the Prius Prime will motor from zero-to-60 mph in 6.6 seconds, according to Toyota's stopwatch.
In a wet combination of two-lane twisties and Interstate 5, the Prius Prime test vehicle felt strong and capable in all driving situations. Not only was acceleration potent, but the hatchback also showed good handling chops. For performance purposes, the bigger wheels and tires are a definite plus.
Of course, it is critical to note that the Prius Prime is a plug-in hybrid vehicle (PHEV). Toyota equips it with a 13.6-kWh lithium-ion battery that gives it a 75-percent boost in all-electric range versus the previous generation. The base SE trim has a battery-electric-only range of 44 miles. The heavier and more lavishly equipped XSE and XSE Premium trims, with their larger wheels and more rolling resistance, have an estimated range of 39 battery-electric miles.
All 2023 Prius Prime trims come with Toyota's traffic-jam assist technology. It leverages other systems and helps in high-traffic bumper-to-bumper situations. The Prius Prime's standard drive modes—EV, HV/EV Auto, and Hybrid—give you options to tailor the driving experience. The Prius Prime can recognize the driver's stopping patterns on frequently driven routes and suggests when to let off the accelerator. While this might seem intrusive, in practice, that was not the case at all. The systems coordinate seamlessly.
Certainly, every next-generation vehicle's goal is to outdo the previous model. But even in that context, the 2023 Toyota Prius Prime exceeds expectations on almost every level. This car is remarkably better than the last edition in virtually every aspect. It offers better interior accommodations with high-quality, more up-level materials. It provides more safety and driver-assistance features by a large margin. And its all-around comfort and drivability exceed the previous version substantially. Beyond that, drivers get the benefit of much more power and torque. The driveline systems are more sophisticated, and the electric-only range can be as high as 44 miles. The headline fuel-economy figure for the Prius Prime is 52 mpg combined.
The 2023 Toyota Prius Prime checks all the boxes for a buyer who wants stellar fuel economy and plentiful electric-only range. It outpaces the previous version and sets the standard for all PHEVs. Not only that, but it's good-looking.
Jack R. Nerad has reviewed cars, trucks, vans, and sport utilities for over three decades. He managed the editorial efforts of Motor Trend magazine and Kelley Blue Book and is currently the host of the SportsMap Radio Network program America on the Road, available on Apple Podcasts, iHeart Radio, Spotify, Stitcher, and other outlets.
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