To combat relatively tepid demand that has leveled off to about 30 units monthly - a rate that's under half of the automaker's goal of 2,600 cars in three years - a hefty discount is now being placed on the RAV4's hood.
"Powered by Tesla" isn't proving to be the selling point Toyota had anticipated for its new RAV4 EV, an electric crossover that retails for just shy of $49,800.
To combat relatively tepid demand that has leveled off to about 30 units monthly - a rate that's under half of the automaker's goal of 2,600 cars in three years - a hefty discount is now being placed on the RAV4's hood. Between now and January 7, 2013, buyers can qualify for a $5,000 rebate and 0 percent financing. On top of that, current Toyota owners also qualify for a $2,500 loyalty bonus.
Shoppers in the California markets where the RAV4 EV is offered can also qualify for a $7,500 federal credit and a $2,500 state deal, effectively chopping $17,500 off of the crossover's $49,800 list price. At $32,300 net, the RAV4 EV is still more expensive than a Nissan Leaf, but it's larger, more powerful and has a greater range.
Despite its accolades, the RAV4 EV's shape will become yesterday's news early next year when the redesigned-for-2013 gas-powered RAV4 hits the market.
Currently, the RAV4 EV is not soldoutside of selected California markets, even though both Toyota and battery supplier Tesla have dealership networks that extend far beyond the west coast.
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