A good rebrand can dramatically alter the fate of a company or product. Would Google or Amazon have enjoyed the same success if they had been saddled with their original “BackRub” or “Cadabra” monikers? Would Pepsi ever have taken off as “Brad’s Drink”? It’s hard to say, but one thing is for sure: clarity is everything when it comes to branding. To that end, Toyota recently announced that, as of 2025, the plug-in hybrid (PHEV) versions of its popular RAV4 and Prius models would lose the “Prime” tag that was used to differentiate them from their hybrid (HEV) cousins.
Going forward, these models will be known as the RAV4 Plug-In Hybrid and Prius Plug-In Hybrid in a move aimed at simplifying the lineup and educating consumers. While it might initially seem like a step backward, it’s ultimately a logical move on Toyota’s part: As the auto industry barrels towards electrification, it’s steadily introduced a bunch of new jargon into the mix. From PHEV and HEV to BEV/AEV and FCEV, there are already enough acronyms to unpack without Toyota muddying the water by slapping the “Prime” moniker on its PHEV models. It can already be intimidating for drivers to make the jump to the hybrid or EV segment when shopping at their local Toyota dealer, and confusing consumers with a new, proprietary name for PHEVs isn’t helping anyone.
Toyota admitted as much: “The switch to the RAV4 Plug-In name is intended to help consumers more easily identify the powertrain choices among RAV4 models,” said the brand in a late-September press release. “The switch to the RAV4 Plug-In Hybrid Electric Vehicle name simply aligns the model with the automotive industry naming convention,” added Mike Tripp, Toyota’s group vice president for marketing in North America. While the decision to drop the Prime name won’t result in any changes to the PHEV models themselves, I thought this would be the perfect time to track the evolution of the Prius and RAV4’s hybrids and see what the upcoming 2025 versions have to offer, and reacquaint ourselves with the difference between traditional hybrids and plug-in hybrids.
Prime By Any Other Name
The RAV4 has been a mainstay of the auto industry since its debut in 1995, and it’s often credited with single-handedly creating the modern crossover as we know it. Fusing the utility and all-wheel drive capability of a traditional SUV with the efficiency and comfort of a typical sedan, the RAV4 has steadily climbed through the sales charts to become the world’s best-selling vehicle and a top-four choice in the US market.
That’s the sort of success automakers don’t typically want to mess with, and yet—eager to stay ahead of the curve—Toyota released a hybrid version of the RAV4 in 2019. The plug-in hybrid iteration of this midsize crossover (the RAV4 Prime) was the next to join the lineup in 2021; it made a compelling case for investing in a PHEV over an HEV or gas-powered model, offering 83 additional horsepower when compared to the standard hybrid and delivering a 5.8-second zero-to-sixty time that placed it second to only the GR Supra sports car in terms of Toyota acceleration.
Like the RAV4, the Prius was a trailblazer in its segment, popularizing the hybrid approach and presenting an intriguing new option for drivers who are interested in maximizing efficiency while reducing their carbon footprint. Developed in 1997 as a Japan-exclusive model, the Prius made its way to US shores in 2000. This sedan slotted in nicely between the compact Corolla and midsize Camry, but it was the Prius’s hybrid powertrain that caught the attention of most. In just three years, Toyota managed to move more than 120,000 Priuses—not a bad showing when you consider the market’s lack of familiarity with hybrid technology.
The Prius PHEV entered the picture in 2012 but was limited to a small production run that saw Toyota produce only 75,000 units worldwide. The company’s first crack at giving the Prius a PHEV makeover was something of a learning experience, with it offering just 11 miles of all-electric range; however, as hybrid technology improved, Toyota redoubled its efforts, which led to the debut of the Prius Prime in 2016, a new PHEV that represented a marked improvement over the outgoing model.
With 25 miles of all-electric range, 121 horsepower, and a full suite of advanced comfort, convenience, and safety tech, the Prius Prime quickly made waves within the emerging segment. The Prius Prime—now Prius PHEV—has only gotten better in the years since, adding more than 100 horsepower, 20 additional miles of all-electric range, and slashing its charging time by over an hour.
Hybrid vs Plug-In Hybrid
As Toyota backtracks on its Prime branding, let’s refresh ourselves on the difference between HEV and PHEV models. While both types of vehicles get their power from a combination of traditional gas engines and electric motors powered by rechargeable batteries, the contrast lies in how they’re charged and how each power source is used when driving.
We’ll start with PHEVs, which are typically built with larger batteries and more efficient electric motors than their HEV cousins. These larger batteries and motors mean that PHEVs can be driven on electric power alone or on a combination of gas and electric power. The Toyota RAV4 Plug-In Hybrid (née Prime), for example, features an 18.1-kWh lithium-ion battery pack that’s paired with three permanent magnet synchronous motors (PMSMs); this setup provides the RAV4 Plug-In Hybrid with 42 miles of all-electric range and 302 combined horsepower when you factor in the crossover’s 2.5-liter inline-4 engine.
The HEV version of the RAV4 employs the same 2.5-liter inline-4 engine but swaps out the 18.1-kWh battery and three permanent magnet synchronous motors for a 1.6-kWh lithium-ion battery pack and three AC motors; this design gives the RAV4 HEV a combined output of 219 horsepower and allows the midsize SUV to boast an impressive 41 MPG in the city and 38 MPG on the highway. Technically, that’s even better than the PHEV, which maxes out at 38 MPG combined, but that doesn’t take into account the PHEV’s ability to drive on electric power alone.
In an HEV model, the electric motors are simply used to power the vehicle at lower speeds or provide a little boost of acceleration. As long as you’re traveling below 20 mph, a HEV basically acts like an all-electric vehicle; as soon as you get up to speed, though, the gas engine kicks into action, powering the vehicle primarily, with the electric motors providing the occasional assist when needed. When you factor in the PHEV’s gas/electric tag-team approach, the plug-in RAV4 can offer an EPA-estimated fuel economy rating of 94 MPGe, far outshining the HEV in terms of pure efficiency.
Charging is another way in which PHEV and HEV models differ. As the name implies, a plug-in hybrid needs to be connected to an electrical source to top off its battery. The Toyota RAV4 PHEV comes standard with a 6.6-kWh charger that allows it to be fully charged within 2.5 hours when connected to a 240-volt outlet (or 12 hours on a standard 120-volt connection).
An HEV like the RAV4 Hybrid doesn’t require the same sort of downtime, thanks to the fact that its smaller 1.6-kWh battery can be recharged by the 2.5-liter engine and through regenerative braking. A regenerative braking system recaptures the energy that would otherwise be lost during normal braking, spinning the HEV’s electric motors in reverse to send power back to the lithium-ion battery pack. This feature is especially useful during stop-and-go city driving, where an abundance of braking means the battery is constantly being recharged.
So, should drivers choose a PHEV or HEV model when it comes time to shop for a new vehicle? Ultimately it all comes down to a matter of personal preference and convenience. An HEV doesn’t offer the same overall fuel economy as a PHEV and only employs its electric motors at lower speeds, but it also doesn’t require drivers to plan their itinerary around a charging schedule. PHEVs are the clear favorite when it comes to efficiency and emissions, but they tend to be more expensive at the outset and require drivers to adhere to a strict charging schedule if they want to experience the best results.
That said, PHEVs offer a distinct advantage over all-electric models. If you decide to skip your nightly charge or can’t be bothered with an hour-long charging delay in the middle of a road trip, PHEVs can be run on gas alone. Sure, you sacrifice efficiency and will probably experience diminished fuel efficiency when compared to a fully-charged HEV, but this flexibility should help alleviate some of the range anxiety that’s common to the all-electric segment.
No Longer “Prime,” Still Very Much Prime
Toyota has long been a leader in the hybrid segment, ushering in a new era of electrification when it first debuted the hybrid Prius back in 2000. The Japanese automaker has continued to electrify much of its lineup, rolling out hybrid versions of the RAV4, Corolla, Highlander, Camry, and others in a bid to meet increased driver demand. Hybrids have continued to drive the brand’s sales, and while some have dinged Toyota for falling behind the curve on all-electric models, the company’s measured approach now looks nothing less than prescient.
The growth of the EV segment has been relatively slow as of late, at least when compared to hybrids. While drivers seem eager to embrace cutting-edge driving technology, the range anxiety, cost, and relative inconvenience of EVs have led many to flock to hybrid vehicles like the RAV4 and Prius Plug-In Hybrids. Toyota’s decision to drop the Prime name should go a long way toward reducing confusion in prospective hybrid drivers, smoothing out the buying process and allowing consumers to make an informed decision on their next vehicle.
