Toyota offers big discounts on slow-selling RAV4 EV

By Stephen Edelstein December 18, 2012

The Toyota RAV4 EV may be the only electric SUV on the market, but Toyota is still having trouble selling it. Sales are down to roughly 30 units a month, so the company is offering significant discounts on the EV to generate more traffic in showrooms.

On paper, the RAV4 EV looks like something customers would flock to. Based on Toyota’s popular small crossover, it has an electric motor and lithium-ion battery pack from Tesla Motors.

Despite being significantly larger, the RAV4 EV hustles to 60 mph faster than a Nissan Leaf: 8.6 seconds (or 7.0 seconds in sport mode) against the Nissan’s 9.4. It also offers an impressive 103 mile range, although the battery pack takes six hours to charge with a Level 2 (240 volt) charger.

Toyota doesn’t have lofty sales goals, either. The Japanese carmaker only plans on selling 2,600 RAV4 EVs over three years; after that they will go out of production. It was originally meant as a stopgap effort (hence the Tesla tie-in) while future products were developed, but Toyota has since decided to get out of the EV game altogether.

The RAV4’s high price is probably the culprit. The base price is $49,800, and a three-year lease for $599 a month with a $3,499 down payment is also being offered. In comparison, a regular 2012 RAV4 starts at $22,650.

The RAV4 EV is eligible for $2,500 California and $7,500 federal tax credits, and now Toyota will offer a deduction of its own. Between now and January 1, 2013, buyers can get 0 percent financing and a $5,000 rebate, plus a $2,500 loyalty bonus for returning Toyota customers.

If a buyer qualifies for all of those rebates and discounts, he or she will cut $17,500 from the RAV4 EV’s price. At $32,300, it looks like a much better deal compared to the $35,200 Leaf.

The RAV$ EV is only sold in California, ground zero for green cars, so its unique body style won’t necessarily make it a standout. On the other hand, who doesn’t love a deal?

Editors' Recommendations

Topics

Stephen Edelstein

Contributing Editor

Stephen is a freelance automotive journalist covering all things cars. He likes anything with four wheels, from classic cars…

Cars

Mercedes-Benz EQG: range, price, release date, and more

Concept image of the larger electric G-Wagon

The G-Class is going electric. We already knew that Mercedes-Benz was working on an electric, small-size G-Wagon, but it looks like the company is also working on a larger G-Class SUV, in the form of the EQG. In fact, Mercedes has gone as far as to show off a concept version of the off-roader.

While there's much we don't know about what will become the production model of the EQG, Mercedes has also shared a lot about it. Curious about whether the Mercedes-Benz EQG could be the EV for you? Here's everything we know so far.
Design
Fear not -- the EQG will retain many of the design aspects of the G-Class that you already know and love but with a modern face-lift. The EQG will keep the boxy design that gives the G-Class a classic look but with some additional modern styling, at least if the concept version is anything to go by.

Cars

Rivian R2 vs. Kia EV9: battle of affordable electric SUVs

Kia EV9 GT-Line Three Quarters

The long-awaited Rivian R2 has finally been announced, and it's an excellent option for those who want an electric SUV that doesn't completely break the bank. Sure, the R2 isn't cheap -- but it's a whole lot cheaper than most other EVs out there, especially when it comes to SUVs. But Rivian isn't the only company trying to tackle the problem of the budget electric SUV. The Kia EV9 is finally available, and it too offers a modern design and a range of helpful features.

Given the fact that the Rivian R2 and Kia EV9 are two electric SUVs in a similar price range, you might be wondering which is better for your needs. That's why we put the Rivian R2 and the Kia EV9 head-to-head.
Design
Both the Rivian R2 and the Kia EV9 are actual SUVs -- not crossovers pretending to be SUVs, like plenty of other EVs out there. The two vehicles offer big, boxy designs and plenty of interior space, making them excellent options for families or those who need that extra storage.

Cars

Rivian R2 vs R1S: How will Rivian’s cheaper SUV compare?

The front three-quarter view of a 2022 Rivian against a rocky backdrop.

Rivian has finally unveiled the R2, its long-awaited attempt at a more affordable electric SUV. The new vehicle may not be available just yet, but fans of Rivian's design aesthetics and feature set are already looking forward to being able to order the new car. The R2 is targeted at being a more affordable take on the electric SUV and will sit alongside the flagship-tier R1S.

Let's get this out of the way right now: The R1S is most likely going to be a better vehicle than the R2. Rivian isn't replacing the R1S with the R2 — it's releasing the R2 as a more affordable alternative, and there will be some compromises when buying the R2 over the R1S.