Toyota rewards Quebec ZEV leadership with Prius Prime launch

Base model all-in MSRP is $35,204. before$4,000 provincial incentive

The Prius Prime will be available in two models in Quebec; the Toyota Prius Prime and the Toyota Prius Prime Technology.

Toyota will launch Canadian sales of the 2017 plug-in electric hybrid Prius Prime in Quebec on June 1 because the province has accepted electric vehicles more than any other province.

“For now, we are focusing our efforts on the Quebec market, which shows the highest adoption of alternative fuel vehicles in the country,” Toyota Canada spokeswoman Melanie Testani said. “We will announce the rollout of additional markets over time and have every intention of achieving nation-wide availability of this vehicle.”

Quebec accounted for nearly half of all of Canada's electric car sales in 2016 and the region of Lanaudiere, north of Montreal, has the highest per capita electric car ownership in Quebec, according to the provincial electric vehicle association.

The provincial government offers sales rebates and recently passed the country's only legislation requiring automakers to sell a minimum number of electric, plug-in hybrid and hydrogen fuel-cell vehicles for the 2018 model year. Effective April 1, the province began to offer a $4,000 cash rebate for the acquisition of a used electric car.

Quebec launch ‘a natural’

“Plug-in electric vehicle sales were up 60 per cent in Quebec in 2016, more than anywhere else in Canada,” said Jocelyn Daneau, Toyota zone manager for Quebec. “Quebecers were the first to embrace these types of cars and demand just keeps growing. So, it was only natural for Toyota to launch the 2017 Prius Prime, our most fuel-efficient hybrid to date, exclusively in Quebec.”

The Prius Prime lets drivers travel 1,035 kilometres on a single tank of gas with a full battery charge. With a full battery charge, Prius Prime’s fuel efficiency is 1.8 litres (equivalent)/100 km. The car can travel about 40 kilometres in pure electric mode.

The Prius Prime will be available in two models in Quebec; the Toyota Prius Prime and the Toyota Prius Prime Technology. Both are eligible for a $4,000 rebate from the Province of Quebec.

The base model comes with a seven-inch display audio system with SIRI Eyes Free, navigation, climate control with automatic temperature control, heated steering wheel, dual 4.2-inch multi-information displays, an eco-drive monitor, push button start and more.

The Technology model comes with a premium audio system with a larger, 11.6-inch HD multimedia display, a wireless charging system for compatible personal electronics, parking assist, rain-sensing wipers, blind spot monitor with rear cross traffic alert safety systems, LED fog lamps and more.

The base model’s all-in MSRP is $35,204, before the $4,000 rebate while the Technology starts at $40,779 before rebate.

You can reach Greg Layson at glayson@autonews.com

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