You've spent time finding these prices so why stop at 2012? Keep going back a year a two and see the massive leap from £17,500 for the base Prius in late 2009/early 2010. The large increase just happened to coincide when the Auris hybrid was released. Maybe they couldn't make the Auris HSD cost effective so had to bump up the Prius price, despite the latter having import duties? As others have said, other manufacturers now have reasonably economical vehicles for signficantly less than the hybrids with the benefit of cheaper parts too. At the other end, plug in hybrids from other manufacturers are around the same price as the t-spirit but with added tax and fuel economy benefits. Toyota need to be careful.