Poised for Performance: 2023 Toyota Prius Prime Revealed


  • All-New Sporty Exterior Styling with Flowing, One-Motion Silhouette
  • Over 50 Percent Increase in Zero Emission Driving Range from Prior Generation Model
  • All New Traffic Jam Assist Feature Available
  • Legacy Prius Name to Carry on Toyota’s Commitment to Carbon Neutrality

TORONTO, Ontario (November 16th, 2022)  When the Prius Plug-In concept model was first revealed at the Los Angeles Auto Show back in 2009, few could have seen the important role it would play in the future of mobility. It offered customers a versatile solution with its pure EV or hybrid modes, impeccable fuel consumption, and all the tech people expected from a Prius – making it a perfect addition to the third-generation Prius lineup. Fast forward to now, and the automaker is ushering in a new era of the Prius legacy—with the reveal of the 2023 Prius Prime at the 2022 Los Angeles Auto Show.

Now in its tenth year of production, this plug-in hybrid model has continued to offer customers the flexibility of getting around town on zero emission battery power or hybrid mode for fuel efficient road tripping. And now, this plug-in offers a thrilling experience in its own right – by bringing even more performance and technology to an already incredible package. With a larger lithium-ion battery that increases its EV range by more than 50% over the previous range of 40 km. With over 20 million hybrid and plug-in hybrid electric vehicles sold globally, the all-new Prius Prime brings a flexible player to Toyota’s ever-growing team of electrified vehicles.

As part of Toyota’s diverse approach to carbon neutrality, the Prius Prime is part of lineup that looks to move “beyond zero”. With ten hybrids, two plug-in hybrids, the new bZ4X battery electric vehicle, and zero emission hydrogen fuel cell technology Mirai, Toyota is committed to finding highly efficient and zero emission solutions that fit customers lifestyles across North America. As a symbol of that commitment, the 2023 Prius will be the first Toyota vehicle to wear a new “Beyond Zero” badge, a global effort to achieve carbon neutrality in our products, manufacturing, and beyond. 

Sporty with an Eye on Efficiency

A focus for Prius Prime is to allow it to have a similar ethos to the new Prius hybrid model, but with a little something extra – more performance, technology, safety and even a little attitude. Overall, the goal is to build a vehicle that not only meets the practical needs of today’s customers, but also one that appeals to their emotions and that starts with a new sport grade lineup.

Available in SE, XSE and XSE premium grades, the 2023 Prius Prime is built on the second-generation TNGA-C platform, offering a low centre of gravity with reduced weight and increased rigidity compared to the previous generation. The result? A wider stance and a lower driving position that feels sporty, yet comfortable.

Compared to the previous generation Prius Prime, it’s 50 mm lower, 20 mm wider, 25 mm longer, and with a hip point that’s 30 mm lower. The placement of the traction battery placement is also optimized, with placement under the rear seat for a low centre of gravity and enhanced luggage capacity.

Poised for Performance

When it comes to performance, Prius Prime is purpose-built – with a plug-in hybrid system designed to enhance both fuel consumption and driving performance, when compared to the outgoing model. The acceleration feel and vehicle speed controllability have also been enhanced, providing a driving feel and accelerator response unique to electric vehicles.

Under the hood is the 5th generation hybrid powertrain coupled with a 2.0L engine and a newly developed lithium-ion battery, located underneath the rear seat. The result is a zero-emission electric range increase of over 50 percent, a nearly 100 hp increase to 220 hp, and a 0-100 km/h time of 6.8 seconds.

Making the Grade

The all-new 2023 Toyota Prius Prime takes standard and available features to a whole new level. Whether one chooses SE, XSE or the XSE Premium grade – in Wind Chill Pearl, Cutting Edge, Guardian Gray, Black, or Supersonic Red – Prius Prime drivers will be ready to look to the road ahead.

SE grade

  • Standard Features:
    • 17-inch alloy wheels with wheel covers
    • 8-inch Toyota Multimedia
    • Wireless Apple CarPlay & Android Auto
    • Safety Connect, Service Connect (up to 10-yr trial)
    • 6 USB-c ports
    • Softex and leather trimmed heated steering wheel
    • Heated front fabric seats
    • Electronic Parking Brake (EPB)
    • Blind Spot Monitor (BSM) with Rear Cross-Traffic Alert (RCTA)
    • Smart Key and Push Button Start
    • Clear taillight

XSE grade

  • SE Standard Features+:
    • 19” unique alloy wheel
    • 12.3-inch audio multimedia touchscreen
    • 3-yr Drive Connect trial (Cloud Navigation, Intelligent Assistant, Destination Assist)
    • Rain sensing windshield wipers
    • Auto-dimming rearview mirror & Home Link
    • Two additional cup holders for rear seat passengers
    • 8-way power driver’s seat
    • SofTex seats
    • Rear seat heater
    • Wireless charger
    • Direct light illumination
    • Fixed glass roof
    • Front and Rear Parking Assist with Automatic Braking (PA w/AB)
    • Traffic Jam Assist

XSE Premium grade

  • XSE Standard Features+:
    • JBL® Premium Audio System with 8 speakers
    • Driver and passenger heated seats with memory
    • Driver and front passenger heated and ventilated Seats
    • Digital Key
    • Power back door
    • Advanced Park
    • Digital rearview mirror
    • Panoramic View Monitor

Tech at the Ready

The all-new 2023 Toyota Prius Prime is equipped with the tools to make life more convenient – thanks to the standard Toyota Multimedia system with an available 12.3” display. Prius Prime drivers will also have the opportunity to access a wide range of enhanced connectivity and convenience features, including Over-the-Air (OTA) updates.

Users can interact with the system through intuitive touch and voice activation controls. With the available Drive Connect, drivers and passengers have access to Intelligent Assistant, Cloud Navigation and Destination Assist. With Intelligent Assistant, simple phrases like “Hey Toyota” awaken the system for natural voice commands to search for directions, find Points of Interest (POI) and more; while the standard Toyota Assistant allows you to control vehicle features like audio controls, cabin temperature and more. Cloud Navigation, the available onboard navigation solution, utilizes the cloud to download the latest available map, traffic and routing information. To ensure users have the most up-to-date search capabilities, POI data is provided by Google. Destination Assist also gives access to 24/7 live agent assistance to locate the next destination.

The new Toyota Multimedia allows for dual Bluetooth® phone connectivity, with support for standard wireless Apple CarPlay® and Android Auto™ compatibility.

For those looking for an enhanced audio experience, the Prius Prime offers a JBL® Premium Audio system with eight speakers creating a mobile concert from any music genre. Standard on the XSE Premium grade only, with the use of Clari-Fi® technology, the system is also able to breathe life into compressed digital music formats enhancing the audio experience.

With the Toyota app, users can stay connected to their Prius Prime with a standard 3-year trial of Remote Connect which allows to remotely lock/unlock the doors, start/stop the vehicle, check vehicle status and set Guest Driver Alerts. Digital key, standard on the XSE Premium grade, allows you to use your smartphone in place of the key fob.

Each Prius Prime model also comes with a complimentary up to 10-year trial* for Safety Connect and Service Connect. Safety Connect includes an Emergency Assistance Button (SOS), 24/7 Enhanced Roadside Assistance, Automatic Collision Notification and Stolen Vehicle Locator. Service Connect gives drivers the ability to receive Vehicle Health Reports and Warning Light Notifications.

Ready to handle all your device charging needs, the Prius Prime is equipped with six USB ports in the cabin. Up front, two Type-C USB ports at the bottom of the centre stack plus two more Type-C USB ports in the centre console. For second-row passengers, two Type-C USB ports are located at the bottom rear of the centre console.

Convenience features are aplenty for Prius Prime, too. Blind Spot Monitor (BSM) with Rear Cross Traffic Alert (RCTA) is standard on all grades. Front and Rear Parking Assist with Automatic Braking (PA w/AB) is standard on XSE and XSE Premium. A Panoramic View Monitor is available on XSE Premium and provides a live rotating 360-degree view around the vehicle. Advanced Park is available on XSE Premium, a hands-free system designed to assist you with parallel parking or backing into a parking space. 


For 2023, Prius Prime will come standard with the latest Toyota Safety Sense generation, TSS 3.0. This suite of active safety systems includes the existing feature set available on the prior generation Prius but includes some additional enhancements and capabilities.

This suite of safety features includes:

  • Pre-Collision System with Pedestrian Detection
  • Lane Departure Alert with Steering Assist
  • Full-Speed Range Dynamic Radar Cruise Control
  • Lane Tracing Assist
  • Automatic High Beams

The Toyota Safety Sense feature from the prior generation Prius Prime has been enhanced for TSS 3.0:

  • The Pre-Collision System with Pedestrian Detection has enhanced detection capabilities thanks to new system sensors. It receives enhanced intersection support with improved detection capability in certain circumstances. It also adds the capability to detect motorcyclists, in addition to bicyclists and pedestrians.
  • Lane Departure Alert with Steering Assist has enhanced lane recognition that includes detection of certain 3D objects, like guardrails, that may be used to help define the lane.
  • Full-Speed Range Dynamic Radar Cruise Control adds a fourth following distance setting, from the previously available three. Enhanced vehicle detection allows for the ability to detect more than one preceding vehicle, as well as vehicles in adjacent lanes. This helps the system to provide smoother, more natural speed adjustments, especially when the driver changes lanes.
  • Like Lane Departure Alert, lane recognition is enhanced for Lane Tracing Assist. This system now also helps provide more space between vehicles being passed in adjacent lanes. It works by offsetting the vehicle’s driving path with minor steering adjustments while keeping the vehicle within its lane.
  • An Emergency Driving Stop System has been added to Lane Tracing Assist. It’s designed to monitor the driver’s inputs, such as steering operation, to determine if they’re inattentive or non-responsive, such as during a medical emergency. This feature can bring the vehicle to a stop if the driver doesn’t respond to alerts to take control.

Prius Prime – Upgraded Convenience

Prius Prime will also come standard with some additional features made possible by the equipped front corner radar sensors and a driver monitor camera. These available features include Lane Change Assist, Front Cross Traffic Alert, Advanced Park, and an all-new feature to the Toyota line-up, Traffic Jam Assist.

Lane Change Assist works in collaboration with Lane Tracing Assist, meaning it also only operates when DRCC is activated. When a driver partially engages the turn signal, the system sensors monitor to confirm there are no vehicles in the path of the lane change, and then provides steering support into the new lane with the driver’s hands on the steering wheel.

Front Cross Traffic Alert uses the front corner radar sensors to detect vehicles approaching from the side in situations such as when stopped at an intersection. Arrows are displayed to warn the driver, and if the driver attempts to proceed when there’s cross traffic, the vehicle provides an audible alert and warning on the MID.

Advanced Park executes the necessary steering and brake controls to navigate the vehicle into a selected parking space. Advanced Park is capable of parallel parking, backing into a perpendicular parking space, and can assist in exiting a parking space, all hands-free under the driver’s supervision.

Traffic Jam Assist is a first to Toyota and Prius Prime and can help take some of the stress out of the low-speed, stop-and-go driving in a traffic jam. When driving on a highway with DRCC and LTA activated, if the system sensors detect traffic is slowing, and if operating conditions are met, this system will assist by providing acceleration, braking, and hands-free steering control under active supervision of the driver. This system is designed to operate only under speeds of approximately 40 km per hour, and the driver monitor camera must confirm the driver has their eyes on the road to allow for hands-free operation. If operating conditions are no longer met, or if the speed of traffic increases beyond 40 km per hour, the system will prompt the driver to take control of the vehicle.

Price and on sale date of the exciting, all-new Prius Prime will be announced in the first half of 2023.

*Services are dependent upon connection to a compatible wireless network, provided by a third-party wireless service provider. Toyota is not responsible for cellular network discontinuance and will not provide compensation for reduced service availability.

About Toyota Canada Inc.

Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota and Lexus vehicles. Toyota has sold over six million vehicles in Canada through a national network of 287 Toyota and Lexus dealerships. Toyota is dedicated to bringing safety, quality, dependability and reliability to the vehicles Canadians drive and the service they receive. TCI’s head office is in Toronto, with regional offices in Vancouver, Calgary, Montreal and Halifax, and parts distribution centres in Clarington and Vancouver. Toyota also operates two manufacturing facilities in Canada. Having produced more than nine million vehicles, popular Canadian models built at these facilities include Toyota RAV4, Toyota RAV4 Hybrid, Lexus RX 350, RX 350h, RX 500h, as well as Lexus NX 250, NX 350 and NX 350h. The company has sold more than 19 million electrified vehicles worldwide and is the number one seller of electrified vehicles in Canada.


Every effort has been made to ensure the product specifications, equipment, and content on this site are accurate based on information available at time of publishing. In some cases, certain changes in standard equipment or options may occur, which may not be reflected online. Toyota Canada reserves the rights to make these changes without notice or obligation.