The Toyota Prius is losing the hybrid war it started

The Toyota Prius is an icon, a statement, and possibly a moment in time as the nameplate approaches its 30th anniversary. Sales of what was once a cultural icon are spiraling. The Prius arguably hasn't been the "it car" that it was once upon a time with EVs taking the mantle for an eco-friendly statement, countless hybrid entries now flooding the market in every conceivable shape and size, and time itself marching on. Even Toyota's own showroom is filled with hybrids. The latest Prius is a winner in terms of eye-catching design, but its a loser in terms of sales. It's not a new issue, but it's a continuing one with the numbers becoming grimmer as the months and years go by. The Prius has had a rough decade. It's likely not one single issue at hand, but multiple factors all colliding at once. Senior Editor Adam Ismail and Director of Content and Product Joel Feder dive into what Toyota said in terms of Prius sales plunging, take a look at all the outside factors, and discuss whether the outlook is dire for the Prius or if the icon will live on. Stories mentioned in today's episode: Prius Sales Are Tanking So Far in 2026. We Asked Toyota Why 2026 Toyota Prius Nightshade Review: The Practical Car Goes Peacocking I Drove a Yellow Toyota Prius and My Whole Town Fell in Love 00:00 Intro 04:38 Prius sales are tanking 09:30 The Prius vs the Camry 11:53 Sedan sales can still be healthy 13:11 Various factors affecting Prius sales 14:04 The Prius was a household name 16:22 Does the Prius matter anymore? 23:33 Do we need a sporty Prius? 24:14 Will Toyota kill the Prius in the U.S.? Will the nameplate live on? Learn more about your ad choices. Visit megaphone.fm/adchoices