In an effort to match their 2012 sales, Toyota is offering massive discounts and refunds on the 2012 Prius plug-in including some deep price cuts for Manhattan-area drivers.

While these discounts will vary by region and dealership, New Yorkers can get approximately $6,500 off on a 2012 Prius plug-in or $4,650 off a 2013 Prius plug-in. They are hoping that the discounts will make car buyers take another look at Prius instead of going with other popular hybrid and electric models such as the 2013 Ford C-Max, the 2013 Nissan Leaf, or the 2013 Chevy Volt.

In an interview with Wards Auto, Toyota Div. Group Vice President Bill Fay acknowledged that the price cuts would make the Prius more competitive, but their main focus is making the car more affordable for the average driver. “I think we have to be cognizant of the world those shoppers are operating in…and we have to be sure we offer the same kind of value when they go to buy the vehicle.” This isn’t a bad idea considering that hybrids and electric cars have been relatively expensive in the past. Perhaps Toyota’s discounts will push more drivers to make the switch to a more environmentally-conscious car.

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