Toyota launches longer-range 2023 Prius Prime

Toyota's rollout of the 2023 Prius is a two-phase affair. Although the company didn't say it outright, the launch seems targeted to address two distinct Prius customers. Those who just want a stylish hybrid got the fifth-generation 2023 Prius in all its sexy-new-sheetmetal, 6%-more-powerful glory. And for hardcore hybrid fans, phase two brings the Prime (e.g. plug-in) variant: big battery for serious electric-only driving range, same shocking new shape.

The conventional 2023 Prius has serious newfound power. The plug-in hybrid Prime - starting at just over $33,000 in base SE trim - is about more EV driving range, namely a 75% boost to 44 miles (71 km) for the 17-inch-wheeled SE, 40 miles (64 km) for the XSE and XSE grades with 19-inch wheels. Power for the Prime's 161-hp permanent-magnet AC synchronous motor that drives the front wheels and handles regenerative-braking duty, comes from a 13.6-kWh lithium-ion battery pack that has substantially greater capacity. The previous-generation Prius Prime's 8.8-kWh pack enabled just an estimated 25 miles (40 km) of electric driving range.