2024 Toyota Prius Prime MSRP vs Invoice vs True Dealer Cost

Starting at $34,170

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The Toyota Prius Prime Price Guide Below Includes:

The prices below shows the MSRP, Invoice Price and True Dealer Cost.
The true dealer cost is calculated by the following formula:
[Invoice Price] + [Destination Fee of $1,195] – [Holdback ( 2% of the Base MSRP )] = Dealer Cost.
Holdback is a hidden manufacturer markup passed on to dealers.

Price terms Used in this Guide:
MSRP | Invoice Price | Destination Fee | Holdback | Dealer Cost

The Destination Fee of $1,195 is included in the prices below.

Trims	MSRP	Invoice	Dealer Cost	Dealer Pricing
SE 2L \| 4 Cyl \| CVT \| FWD	$34,170	$32,852	$32,193	Get Price
XSE 2L \| 4 Cyl \| CVT \| FWD	$37,420	$35,971	$35,247	Get Price
XSE Premium 2L \| 4 Cyl \| CVT \| FWD	$40,865	$39,278	$38,485	Get Price