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Are we surprised? Not really.

I bet they chose that price to try and compete with the Model S, only they aren't luxurery.

Amazing how it is $100 less than Tesla Model S $49,900. Looks like Walmart pricing. The article still says that the Rav4 EV is twice the price of the ICE version.

Make that $7600 less. Toyota does not falsely (IMO) advertise its base price as one that includes a federal rebate you may or may not be entitled to.

Obviously the Model S is a hell of a lot more car regardless, but this RAV4 EV seems to come in fairly close to the middle ground between the base Model S and the Leaf in terms of range and price.

One you add in the California rebate, the difference is $10K, and is at least in the neighborhood of reasonable.

I suspect they're not emphasizing the price after rebate because they aren't really interested in selling these cars. A "compliance car".

One thing any BEV seller must do is make sure its service personnel and dealerships are up to speed on it, which is a heavy lift for a maker with an existing national or w-w network. It's a big commitment. Toyota may be trying to ease into it.

@Brian H: an existing national or w-w network.

There is no published timeline for selling the Rav4EV outside of California, so that lightens the "lift" somewhat.