Toyota Drops RAV4 Prime, Prius Prime. But Only The Names

• Toyota dropping the popular model name

• Will call PHEV models by PHEV name

Toyota has officially passed its prime. Make that Prime, because the automaker is dropping the Prime name from its two plug-in hybrid offerings and is now calling them simply the 2025 Toyota RAV4 PHEV and 2025 Toyota Prius PHEV.

The vehicles themselves aren’t changing. The RAV4 PHEV née Prime will make 302 hp and have 68 km of electric range. The Prius PHEV will have 72 km of range and 220 hp. It’s just the badge that’s changing.

Why? Toyota doesn’t specifically say, which means we believe that it’s consumer confustion. Every other plug-in hybrid Toyota competes with is simply labeled PHEV. Like the Kia Sportage PHEV, for example. Buyers, at least ones interested in electrification, understand what PHEV means. It’s the term that’s talked about. Prime, while cool and with solid brand-recognition to those well-versed in Toyota and the industry, is confusing to average customers. Prime is the best, but what does that mean?

“Many Canadians already appreciate the advanced power, driving fun, and remarkable efficiency of Toyota’s flagship plug-in hybrid vehicles – and with a slight change of name, we’re ready to help even more drivers embrace PHEVs as they seek to live more sustainable lives,” said Cyril Dimitris, Vice President, Toyota Canada Inc.

Toyota offers almost every vehicle it sells in hybrid form, and sells the RAV4 and Prius as PHEV models as well as conventional hybrids. It also has the BZ4X, which is fully-electric. The BZ stands for “Beyond Zero” and is Toyota’s EV branding.