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2021 Toyota RAV4 Prime Priced from $45k, Almost Undercuts Gas Model in Quebec

Toyota's RAV4 Prime plug-in hybrid is both the most fuel efficient and most powerful RAV4 the company has ever built. With more than 300 hp, 67 kilometres of electric-only range, and a starting price a hair under $45,000, finding one in the first few months is going to be tough. Toyota Canada says it hasn't seen interest like this since the Supra.

The 2021 Toyota RAV4 Prime goes on sale today, but not across the country. It will start off exclusively in Quebec, before sales start in B.C., and then finally the rest of the country. Why? Government incentives.

Toyota says that it has priced the RAV4 Prime to sell regardless of what various government incentives are, but the $8,000 provincial incentive in Quebec giving buyers up to $13,000 in savings is hard to ignore. The plug-in Prius Prime was popular in Quebec and the RAV4 is likely to be as well.

Toyota Experiences Massive Demand, Especially in Quebec

Part of the reason why Toyota has seen such interest in the RAV4 Prime is the 18.1 kWh battery. More than just giving the crossover 67 km of EV range and an estimated 2.6 Le/100 km fuel consumption, it qualifies the RAV4 Prime for larger rebates than the Ford Escape PHEV or Mitsubishi Outlander PHEV (currently the top seller in this segment).

Without incentives, the RAV4 Prime SE starts at $7,400 more than Escape PHEV, but the latter is front-wheel drive only, has a much shorter range, slower charging, and 81 fewer horsepower. Add in incentives and not only is the gap much smaller, but the RAV4 Prime could end up ringing the till just shy of the RAV4 gas-only version in Quebec, so it makes sense that sales begin in that province. All RAV4 Primes for the world are made in one plant in Japan because Canada's two plants can't keep up with RAV4 gas and hybrid demand at the moment.

Toyota expects to sell no more than 1,000 RAV4 Primes in this calendar year, but that's still impressive for the short time. The automaker says to talk to your local dealer to find out exactly when you might be able to get one. Toyota Canada doesn't add up pre-orders, they said, as that's handled on a local level.

Pricing and Model Equipment Breakdown

The RAV4 Prime will come in three trims starting with SE, XSE, and then XSE Technology. This doesn't quite follow the same formula as the hybrid and gas versions, but Toyota says that's because the 302-hp RAV4 Prime can hit 100 km/h in six seconds and is worthy of an SE badge to start with.

The SE trim gets 18-inch alloy wheels and an 8.0-inch display audio screen as well as heated seats front and rear, a heated steering wheel, dual-zone climate control, and rain-sensing wipers. At $44,990, it represents just a $2,200 increase over the Hybrid Limited and $3,740 over gas Limited.

The XSE ($51,590) adds 19-inch wheels, a 9.0-inch audio screen, and a black painted roof with power moonroof. The hatch is also powered, the Softex seats get red stitching, and there is wireless charging. Finally, the Technology Package ($56,990) adds a panoramic roof, 11-speaker JBL audio, adaptive front lights, ventilated front seats, a 110V power outlet, and head-up display as well as surround-view cameras. The tech package adds clearance sonar and rear cross-traffic braking to the already broad active safety suite.

2021 Toyota RAV4 Prime Canadian Pricing

SE $44,990

XSE $51,590

XSE Technology $56,990