Saturday, July 4, 2020
News Popular Toyota RAV4 Prime Orders Suspended In Japan

Popular Toyota RAV4 Prime Orders Suspended In Japan

Toyota has a problem on its hands with the RAV4 Prime. It's a good problem, but it's a problem nonetheless.

  • Toyota RAV4 PHV (Prime) went on sale June 8 in Japan

  • Demand for the new plug-in hybrid SUV far exceeds supply

  • Similar problem could happen here


It appears the Toyota RAV4 PHV (the equivalent of the RAV4 Prime here) is so popular in Japan that orders have been suspended to give supply a chance to catch up with demand.

The Toyota RAV4 PHV went on sale in Japan on June 8, but allocations were tiny. Only 300 units were assigned to Toyota’s home market per month according to InsideEVs, and it only took a few weeks for those units to fly out the door. There are still a lot of consumers waiting and Toyota has been forced to put a lid on orders for now.

Given how popular the Toyota RAV4 Hybrid is, it’s no surprise the 2021 Toyota RAV4 Prime is getting a lot of love. It has over 300 horsepower, can travel 62 kilometres on electric power only (39 miles), and has an 18.1-kWh battery which will make it eligible for the best EV rebates when it arrives in North America.

2021 Toyota RAV4 Prime
2021 Toyota RAV4 Prime – Toyota

The rebates are one limiting factor in the RAV4 PHV’s supply in Japan according to Car.Watch.Impress.Co.Jp. The other is that Toyota can’t seem to get enough batteries for the plug-in hybrid RAV4.

Toyota dealers in North America are already getting a lot of requests for the 2021 Toyota RAV4 Prime. Let’s hope supply is a bit better here.

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Charles Jolicoeur
Charles Jolicoeur
Charles Jolicoeur was studying to be a CPA when he decided to drop everything and launch a car website in 2012. Don't ask. The journey has been an interesting one, but today he has co-founded and manages 8 websites including EcoloAuto.com and MotorIllustrated.com as General Manager of NetMedia360. He also sits on the board of the Automotive Journalists Association of Canada. Send me an email

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