--- title: "Toyota Made Most of Its Lineup Hybrids. Now Prius Sales Are Collapsing" date: "2026-04-08" modified: "2026-04-08" authors: - name: "Joel Feder" job_title: "Director of Content and Product" link: "https://www.thedrive.com/authors/joel-feder" url: "https://www.thedrive.com/podcast/toyota-made-most-of-its-lineup-hybrids-now-prius-sales-are-collapsing" categories: - "News" - "News by Brand" - "Podcasts" - "Toyota News" --- # Toyota Made Most of Its Lineup Hybrids. Now Prius Sales Are Collapsing ![The Drivecast Ep. 11 Hero]() Of all things it's the [Toyota]() Prius that has our attention as of late. While it might not sound exciting this hybrid started arguably a revolution, a segment, and really a moment in time. From the red carpet and celebrities to pinching pennies at the pump, the Prius has served a role in the automotive ecosystem. Things aren’t going terribly well as of late for the Prius. What was once a cultural sensation and icon is now experiencing [plummeting sales]() as we enter the second quarter of 2026, and are midway through the [fifth-generation model's]() lifecycle. Toyota offered an explanation for the dwindling sales, but it doesn't fully pass the smell test. Is the Prius on borrowed time and has the moment for the icon passed? The latest episode of *[The Drivecast]()* takes a hard look at the numbers in terms of Prius sales, subsequently Camry sales after getting a response from Toyota, and the overarching reasons sales of what was once a cultural sensation are spiraling. Ironically, this is taking place in a timeline [where the Prius looks cool](). First day? *The Drivecast* is *The Drive*'s weekly podcast with new episodes being released every Wednesday. Each week *The Drivecast* takes you behind-the-scenes of the biggest stories, controversies, and characters shaping the automotive industry and the way our roads look today. The podcast is powered by *The Drive*'s inside access, and takes you through our original reporting, shares our exclusive insights, and expands on those stories in ways that aren't possible with a written article. You can listen to the latest and previous episodes of *The Drivecast* on [Spotify](), [Apple Podcasts](), or [Amazon Music](). Love what you hear? Hit us with a five-star review to help get *The Drivecast* in front of more people. Have a suggestion, request, or feedback? Drop us a line at feedback@thedrive.com. We read every email. ## Author Overseeing what you see, read, touch, hear, and interact with from the vast lakes of Minnesota, Joel Feder shapes how The Drive looks and operates as the head of content and product initiatives. On a daily basis, Joel leads the newsroom and editorial staff playing point on both short-term coverage and long-term strategic plans. His mission is to help ensure The Drive shapes the future of automotive media by helping the team execute original reporting, breaking news, and exclusive opportunities. Regarded as an industry insider and recognized by colleagues, fellow journalists, and manufacturers as a point-person and leader in the industry, Joel owns and runs the largest automotive professionals group on Facebook in an effort to serve and help others. Joel serves as a juror for the World Car Awards. In addition, he is the board chair and chair of the governance and nominating committee for Move Forward MN, a local non-profit that helps at-risk youth with barrier-free mental health and housing services. While you’re reading this he’s either on his computer or iPhone chasing the latest news or drafting a story. ### Author social links [Instagram]() [LinkedIn]() [Bluesky]() [Email]()