Toyota testing promotional offer through new Prius feature

Toyota is offering a new deal to owners of its new 2023 Prius in Japan, with hopes to expand the promotion to customers around the world.

According to its announcement, drivers who opt in to receive software updates to the vehicle will have their monthly lease payments reduced by 10%, saving customers in Japan the equivalent of around $500 per year. While the deal is only available to domestic Prius drivers, Toyota has hinted it will begin using the system for other models, and expand the promotion to overseas customers.

EV drivers are no strangers to software updates, as companies like Tesla frequently improve battery performance and troubleshoot safety issues over the internet. However, it will be the first time the feature has been included in the Prius. The first download will improve the vehicle’s collision avoidance system, in addition to other behind-the-scenes tweaks.

More: Ford unable to sway one third of its dealers on EV rules

The 2023 Prius is a vastly improved version of the company’s flagship model, featuring various quality-of-life improvements and efficiency. While the automaker has been criticized for sticking with the hybrid design instead of fully converting to electric only, Toyota has defended its choice by highlighting the Prius’s relatively low price in comparison with EVs. While the official price tag on the new model has yet to be announced, it is expected to remain below $30,000.

Japanese automakers, including Toyota, largely disagree with the EV enthusiasm shared by most American manufacturers. While companies like Ford intend to entirely phase out the internal combustion engine by 2035, Toyota has yet to give a deadline, planning instead to slowly ramp up production over the next two decades.

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