After 28 years, the curtain is coming down in the Netherlands on one of the world’s most iconic hybrids: the Toyota Prius. From September, the model will be removed from the line-up. Outside the Netherlands, the Prius will remain in production and on sale.

The decision draws particular attention as the current generation of the Prius was launched in 2022. So, after only three years, its stint in the Netherlands is over. Furthermore, Toyota’s new design direction successfully busted the image of dullness from previous editions – especially the first one, apparently, to no avail.

Only 47 registrations

In the budget-conscious and eco-driven Dutch market, the Prius started enjoying its golden years between 2008 and 2013, with thousands sold annually. The third-generation model, introduced in 2009, was a runaway sales success, with over 31,000 units registered by 2015.

After that, the numbers began to slide. The fourth generation failed to reignite enthusiasm, selling fewer than 2,000 units during its entire life cycle. During that period, electric cars emerged as the eco-friendly choice, driven by incentives and substantial investments in charging infrastructure. But Toyota still vowed to (plug-in) hybrid technology in that era.

The current, fifth-generation Prius – offered in the Netherlands exclusively as a plug-in hybrid, just like in Belgium – has been praised, but sales have remained modest. In 2024, just 151 examples were found by Dutch buyers. As of 2025, only 47 have been registered in the first seven months. 

Corolla Touring Sports

Commenting on the sales drain to AutoWeek, the Dutch importer Louwman replied: “We have seen in recent years that the role of the Prius in the business segment has mainly been taken over by the Corolla Touring Sports. Furthermore, there has been a shift toward SUVs in both the private and business markets.”

Launched in Japan in 1997 as the world’s first mass-produced hybrid, the Prius has always been the poster child for economical, environmentally conscious motoring. However, as Toyota has been gradually rolling out its Hybrid Synergy Drive across its entire lineup, the unique position of the Prius has slowly eroded. 

Household name

The Prius remains a household name, but its appeal has been continuously linked to a niche group of customers. Additionally, the choice of a PHEV driveline (although a regular hybrid is available in international markets) has significantly increased the price. In Belgium, for 50,090 euros, several battery-powered and larger cars are available.

Nothing has changed in the Belgian configurator so far. And given the government’s recent U-turn on the fiscal deductibility for plug-in hybrids on a corporate level – where independent workers still enjoy a complete tax break – a similar scenario for our country seems unlikely.