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 3.3 million units from 1997 through October 2012, including 2.8 million Prius Liftbacks, 224 thousand Prius v/α, 259.7 thousand Aqua/Prius c and 21.6 thousand Prius Plug-in Hybrids. Prius family vehicle sales accounted for 71.5% of Toyota Motor Company (TMC) worldwide volume of 4.6 million hybrids through October 2012, 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 2012.
| Annual Prius liftback sales worldwide and by region 1997-2012 (CYTD) (in thousands) |
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|---|---|---|---|---|---|---|
| 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 |
| CYTD 2012 | NA | 279.0 | 126.0 | 16.7 | 2.9 | NA |
| Total through October 2012 |
2,804.9 | 1,243.0 | 1,209.2 | 256.7 | 26.2 | 39.8 |
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 Prius family vehicles in California represented 25% of all Prii purchases in the U.S. during the first nine months of 2012. With 46,380 units sold during this period, the Prius family became the best selling vehicle line in California, ahead of the Honda Civic (43,143 units) and the Honda Accord (39,027 units).
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.
| Annual sales of other Prius family vehicles in the four top selling markets between 2011 and 2012 CYTD |
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|---|---|---|---|---|
| Country | Year | Toyota Prius v/α/+ |
Toyota Aqua/Prius c |
Toyota Prius PHV |
| Japan | 2011 | 167,200 | 220,100 | |
| 2012 | 9,500 | |||
| United States | 2011 | 8,399 | ||
| 2012 | 34,987 | 29,458 | 9,623 | |
| Europe | 2011 | |||
| 2012 | 6,047 | NA | 1,867 | |
| Canada | 2011 | 553 | ||
| 2012 | 3,523 | 2,193 | 31 | |
| Cumulative sales through October 2012 |
224,000 | 259,700 | 21,600 | |
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