2013 Toyota Prius C gets a $7,000 “Market Value Adjustment” by Miami dealer

Article by Christian A., on March 22, 2012

An almost $7,000 price adjustment on the most popular and most anticipated hybrid of 2012 is a bit much, don’t you think? Not many will turn away though since the 2013 Toyota Prius C really is a very attractive vehicle. It offers subcompact style and hybrid gas mileage and it’s packed with many exciting features too.

We already know that Toyota had raised production volumes at its Japan factory. However, dealers wish to capitalize on the high demand for the model by adding to the sticker price. A photo was sent in by Miami4me2C about just how much a dealer named Al Hendrickson Toyota of Coconut Creek, Florida, had priced a Prius C Two -- $27,834 (including a $6,995 “Market Value Adjustment”).

This is more than $2,000 higher than the MSRP of a mid-range 2012 Toyota Prius hatchback. The practice of inflating prices (also known as price-gouging) is common and it is legal.

Dealers want to maximize their profits by inflating the asking price of in-demand cars to offset losses from cars that are slow to sell. It’s not unusual to see a model priced a few hundred dollars higher than the Manufacturer’s Suggested Retail Price (MSRP). However, an additional $6,995 is pretty steep…even for a car as sought-after as the 2013 Toyota Prius C.

Toyota Prius c comes in four available trim levels that offer desirable features, enhanced capability, and equipment, giving you a compelling value proposition. Toyota’s Prius c boasts a number of standard features like automatic climate control, remote keyless and illuminated entry, and tilt-telescopic steering wheel with hands-free climate, audio, Multi-Information Display and Bluetooth® controls.

Moreover, the Prius c has an effective packaging design that strategically locates key drivetrain elements within the chassis in order to optimize handling and interior space. The car’s compact gasoline engine, power-control unit, and transaxle are optimally positioned so as to enhance weight distribution as well as lower its center of gravity. Additionally, the car’s hybrid battery and its fuel tank are placed together under the rear seat, distributing their mass in the wheelbase in order to improve weight distribution and enhance handling. Positioning the battery and the fuel tank beneath the rear seat enables the Toyota Prius c to offer 104 cubic feet of interior volume.

What’s more, the car’s Hybrid Synergy Drive system has integrated the operation of components like the gasoline engine, nickel-metal hydride battery, electric motor within Continuously Variable Transaxle, power control unit or inverter, step-up converter, DC-DC converter, and hybrid control computer. This hybrid control computer is in charge of the seamless application of the gasoline engine and the electric power, depending on the car’s driving demands and on the selected drive mode.

In addition, the Prius c depends on its SULEV rated 1.5-liter in-line, 4-cylinder gasoline engine that uses an Atkinson cycle in order to increase efficiency. The engine generates 73 hp and a torque 82 lb.-ft., contributing to a 99-hp total hybrid system output.

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