California car buyers love the Toyota Prius hybrid, and that emotion may grow slightly stronger this month.
That's because Toyota is offering deep discounts on the entire Prius "family" of models, which includes the original Prius Liftback, the Prius C subcompact, Prius V tall wagon, and the Prius Plug-In Hybrid.
The biggest discount is on the Prius C, which is currently being offered in Southern Califonia at $2,000 off the MSRP, according to CarsDirect.
That's about 9.8 percent off, and a massive increase from the $750 discount Toyota previously offered on the smallest Prius model.
The incentive was announced April 1, and expires May 4, giving shoppers just about a month to take advantage of it.
In addition, the rest of the Prius range sees a $500 rise in the incentives offered. That brings discounts for the Prius Plug-In Hybrid to $2,000.
Shoppers can also lease at $299 a month for 36 months, with $1,999 down and a 12,000-mile-per-year mileage cap.
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The Prius is already quite popular in California, but Toyota may still need these discounts to maintain sales momentum.
Toyota's signature hybrid range was the bestselling passenger car in California in 2012 and 2013, but it lost that title to the Honda Accord last year.
While California Prius sales grew 2 percent in 2014, they fell 12 percent nationally.
That's likely attributable to the car's aging design, and increased competition from a wider selection of hybrid models.
It could also be due to the recent decline in gasoline prices, although per-gallon costs in California have risen again in recent weeks.
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For the 2015 model year, Toyota refreshed the Prius C and Prius V with new styling and some additional equipment.
However, Toyota is really treading water until the launch of an all-new Prius--now expected sometime during the 2016 model year.
That model is expected to get a boost in fuel economy, but its main selling point could be sportier styling meant to appeal to a wider range of buyers.