The Liftback version also gets a new Persona Series Special Edition that slots in between the Three and Four trim lines at $27,130 (plus delivery). Based on the Three trim level, the new Persona Special Edition gets a unique exterior color called Black Cherry Pearl (also available in Black and Blizzard Pearl), special badges and 17-inch alloy wheels. Inside, you’ll find something called Softex on the steering wheel in a charcoal color and a dark chrome shift knob ring.
Full details on the price increases are available below.
- Prius adds Persona Series Special Edition
The Prius adds a style-focused Persona Series Special Edition model, adding exterior changes and equipment to a Prius Three to create a distinct visual package. The Prius Persona Special Edition includes 17-inch alloy wheels with a premium finish and offers a unique exterior color: Black Cherry Pearl. Available exterior colors for the Persona Special Edition also include Black and Blizzard Pearl. A “Persona Series” badge also helps distinguish the model. The Persona Special Edition’s interior is trimmed in charcoal-hued SofTex™ with black accents and red stitching. The steering wheel is also trimmed in SofTex material and includes a dark chrome bezel that complements the new model’s dark chrome shift knob ring and door grips. The new Persona Special Edition has a MSRP of $27,130.
The MSRP on 2013 Prius has been increased by $200 on each of the five Prius equipment levels.
The model- by-model pricing increase for 2013 is detailed on that table below:
Prius
| Grade | 2012 MSRP | 2013 MSRP | MSRP Chg ($) | MSRP Chg (%) |
| Prius One (fleet only) | $23,015 | $23,215 | $200 | 0.87% |
| Prius Two | $24,000 | $24,200 | $200 | 0.83% |
| Prius Three | $25,565 | $25,765 | $200 | 0.78% |
| Prius Four | $28,235 | $28,435 | $200 | 0.71% |
| Prius Five | $29,805 | $30,005 | $200 | 0.67% |
| Prius Persona Series Special Edition | n/a | $27,130 | n/a | n/a |
All prices listed above exclude the Delivery, Processing, and Handling (DPH) fee
The 2013 Prius v will be available in a new Seaglass Pearl exterior color. In addition, the Prius v Five will offer a SofTex-trimmed steering wheel. The Prius v has small pricing increases over 2012 pricing ranging from $100 to $155. The Prius v Two has increased from $26,550 to $26,650 for 2013, and Prius v Three pricing has increased from $27,315 to $27,415. The highly equipped Prius v Five has increased from $30,140 to $30,295.
Prius v
| Grade | 2012 MSRP | 2013 MSRP | MSRP Chg ($) | MSRP Chg (%) |
| Prius v Two | $26,550 | $26,650 | $100 | 0.38% |
| Prius v Three | $27,315 | $27,415 | $100 | 0.37% |
| Prius v Five | $30,140 | $30,295 | $155 | 0.51% |
All prices listed above exclude the Delivery, Processing, and Handling (DPH) fee
For 2013, there are no price increases or equipment model changes for the Prius Plug-in. The Prius Plug-in first arrived in showrooms in February 2012.
Prius Plug-in
| Grade | 2012 MSRP | 2013 MSRP | MSRP Chg ($) | MSRP Chg (%) |
| Prius Plug-in | $32,000 | $32,000 | $0 | 0.00% |
| Prius Plug-in Advanced | $39,525 | $39,525 | $0 | 0.00% |
All prices listed above exclude the Delivery, Processing, and Handling (DPH) fee
The MSRP for the 2013 Prius, Prius v, and Prius Plug-in does not include the delivery, processing, and handling (DPH) fee of $ 760. The DPH fee for vehicles distributed by Southeast Toyota (SET) and Gulf States Toyota (GST) may vary.
