Toyota has already began to make sales predictions for the year 2020. The automaker is confident that Prius will continue its spot as Japan's best-selling model. However it seems that that the exceptional sales volume of Prius may drive Toyota to drop its price.
Japanese car buyers consider the mainstream Prius as a "friendly" model and not a "leading edge" vehicle. This "friendly" image pits the Prius in direct competition with vehicles such as the bargain-priced, subcompact Honda Fit. Kitagawa, who polled 1,972 Japanese car owners, tells this, "As the Prius becomes more of a mass-market car, it may be time to think about lowering the price."
Gas-electric Prius are not sought by tech-savvy Japanese buyers but now it's the mainstream model, Kitigawa argues, that the cutting-edge appeal, which commanded a premium price has faded away.
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