Toyota Launches Persona Series Special Edition For 2013 Prius

There’s a snazzier hybrid car on the way, in the form of a special trim level for the 2013 Toyota Prius. The Japanese automaker will offer its popular hybrid in a new model called the Prius Persona Series Special Edition. Upgrades to the model consist of visual changes inside and out.

The transformation begins with 17-inch alloy wheels and a unique Black Cherry Pearl paint (black and blizzard pearl paints also are available). Toyota equips the interior with charcoal-colored SofTex leather seats with red stitching, a SofTex-wrapped steering wheel, and dark chrome trim pieces for the shifter and door panels. The 2013 Toyota Prius Persona Series Special Edition costs $27,890 (including a $760 destination charge), placing it toward the top half of the Prius’ price scale.

In fact, Toyota has increased the price of all Prius models by $200 for the 2013 model year. The fleet-only Toyota Prius One now starts at $23,975 after destination, the Prius Two is $24,960, the Prius Three costs $26,525, the Prius Four starts at $29,195, and the fully loaded Prius Five requires $30,765.

2013 Toyota Prius V Price Bump

Toyota has similarly nudged up prices for the larger Prius V hatchback, although the increase from 2012 to 2013 is between $100 and $155 depending on trim level. The entry 2013 Toyota Prius V Two now costs $27,410 after destination, the Prius V Three is $28,175, and the Prius V Four costs $31,055.

The price of the 2013 Toyota Prius Plug-In hybrid remains unchanged this year, at $32,760 for the base model and $40,285 for the Advanced model. Pricing for the 2013 Prius C compact has yet to be announced.

Source: Toyota

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2012 Toyota Prius

2012 Toyota Prius

MSRP $29,805 Five Hatchback

0-60 MPH:

9.8 SECS


51 City / 48 Hwy

Safety (IIHS):

Best Pick