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In Effort To Sell RAV4 Electric SUVs, Toyota Puts ‘Cash On Hood’

The all-electric Toyota RAV4 EV, even with its Tesla-designed powertrain, isn’t exactly flying out of dealerships.

While it’s a low-volume compliance car sold to meet California regulations, Toyota still has to move 2,600 of them over a three-year period that began in September 2012.

2012 Toyota RAV4 EV, Newport Beach, California, July 2012

2012 Toyota RAV4 EV, Newport Beach, California, July 2012

So Toyota is doing what all carmakers do when sales wane: putting “cash on the hood,” in this case a total of $16,500 in lease incentives.

DON’T MISS: Toyota RAV4 EV: First Drive Of Tesla-Powered Crossover

The goal is to boost the number of electric RAV4s delivered to keep Toyota on track to meet that total of 2,600.

As of March 31, the company had sold 1,525 over 19 months, but its monthly sales have varied greatly, by almost a factor of 10.


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