2023 Toyota Prius starts at $28,545, tops out at $36,960

The 2023 Toyota Prius could be the glow of the century. This former fuddy-duddy has more power, better styling and more technology than its predecessor, which should help it gain traction with a new group of buyers. While you might expect a major generational upgrade like this to have a drastic effect on the price, the 2023 Prius is still surprisingly affordable.

Toyota revealed pricing for the 2023 Prius this week. The base LE will start at $28,545, including $1,095 in destination charges. The base powertrain pairs a 2.0-liter gasoline engine with an electric motor for a net output of 194 horsepower. All-wheel drive, which puts another electric motor on the rear axle and boosts net power to 196 hp, is a $1,400 upgrade regardless of trim.

The Prius LE is not outdone in the field of equipment. The most affordable new Prius comes standard with an 8-inch touchscreen display running the latest Toyota Audio Multimedia infotainment software, six USB-C ports and blind-spot monitoring. Every Prius also comes standard with Toyota Safety Sense 3.0, the automaker’s suite of active and passive driver aids that includes automatic emergency braking, lane departure mitigation, adaptive cruise control and automatic high beams. There’s also new proactive driver assistance that can brake smoothly and help the steering when cornering and when managing the distance between high-speed vehicles.

Starting with the LE, we have the middle option, the Prius XLE. This model, which will set you back $31,995 in FWD trim, adds a bunch of extra equipment, including 19-inch alloy wheels, power driver’s seat, rain-sensing windshield wipers, charging wireless devices and parking sensors. A fixed glass roof is a $1,000 option, while a larger 12.3-inch infotainment screen can be had for $735.

At the top of the range is the Prius Limited at $35,560. Along with carrying all the standard and optional equipment mentioned above, the Limited gets heated and ventilated front seats, a heated steering wheel and a power trunk. A digital rearview mirror costs $200, while heated rear seats cost $350. There’s also a $1,085 package that adds active park assist and a surround-view camera system. With all-wheel drive, the Prius lineup tops out at $36,960 before options.