Price of plugin vs non-plugin w/same features

I am wondering what the real price differential is for just the plug-in components once all package details are taken into consideration. Did anyone work out the price of a 2012 model non-plugin that has the exact same features as the plug-in?

 

Can you share a breakdown of how you arrived at your 'best guess' estimate?

 

Here is my attempt at a price breakdown to better determine plug-in feature cost and implications.


I have "borrowed" some of the following from a previous post, but then added on.

Prius plug-in cost above 2011 base Prius (from previous post)

2012 Base Prius Plug-In Model vs. 2011 Prius II = (without dest. charges)! 
$32,000 - $23,520 = $8,480.00 minus the Tax credit = $5980.00

For $5,980.00 difference over a Prius II. you get: the following added options:

Plug-In option,
Entune, includes Bing, Pandora; real-time info, traffic, weather, fuel prices, sports, stocks. 
$1,950 Navigation, Backup Camera, Hands-free phone capability, phone book access, 
$449   Sirius/XM Sat radio,
HD radio, 
$559  Remote AC, (if this is effectively equivalent to remote engine start)
$299  Bluetooth music streaming wireless technology
Heated seats
Advanced voice recognition, 
Text-to-speech with programmed and customizable text responses,
Smart key system x 3 doors 
6-way adjustable seats for both driver and front passenger
Alloy wheels
Tax credit = $2500.00
eATPZEV (HOV lane access)

Standard Audio AM/FM CD player with MP3/WMA playback,(Standard on Prius II)

Added on info:

Individual items priced above were priced based upon closest equivalents where pricing was available on a 2011 Prius as listed here ==> 

http://www.motortrend.com/cars/2011/toyota/prius/iii_hatchback/3120/packages_options/ 

Priced features (above) add up to $1,950+$449+$559+$299=$3,297
and if we arbitrarily assign a value of $600 for heated adjustable seats, smart key, and alloy wheels, then options other than plug-in feature add up to $3,897
However, when bundled individual features are typically discounted. So, for this analysis let's arbitrarily take away $897. So, estimated cost for bundled features other than plug-in capability is $3000.

$8,480 (total cost difference from 2012 base model)
-$3000 (estimated cost of bundled add-on features other than plug-in capability)
$5,480 (estimated cost of plug-in capability)
-$2,500 (estimated tax credit for plug-in capability)
$2,980 - effective cost of plug-in capability after tax credit

These plug-in cost numbers are in line with current after market Prius plug-in options.

To my understanding there is a lot of profit in add-on features. Toyota (internally) could be applying this profit (guestimated $1,000 of the $3,000 cost of bundled features?) towards internal risk mitigation fund to cover potential repair costs in case the new battery technology does not achieve the predicted life span. Also, by raising the overall Prius plug-in price Toyota will reduce total demand during the ramp-up period of initial lithium-ion battery production, while again mitigating risk by deploying a limited number of the new batteries. Bottom line: after initial ramp up of lithium-ion battery production and greater confidence develops in battery performance/longevity Toyota will be in a position to provide this plug-in technology at a price premium of only $3,000 (after tax credit) on any existing hybrid model (with about 15 hybrid models within the next year or so). This strategy is dramatically different from other manufacturers and is likely intended to extend current hybrid domination into plug-in market domination (in terms of numbers sold).

Toyota has indicated future plug-in batteries will be modular with pure electric range dependent upon how many battery modules are purchased. If the above analysis is correct, then to me they have great potential for a winning strategy that will be producing an increasing set of options for plug-in purchases over the next few years (presuming the battery technology continues to prove itself).

 

Here is corrected Motortrend link for 2011 Prius option prices used for price comparisons ==>

2011 Toyota Prius III Hatchback Options - 2011 Toyota Prius 3 Packages - Motor Trend Magazine

 

Thanks for that correction. So, perhaps adjust the ballpark pricing there for just the plug-in components to just above $3,000 after the federal tax credit.

Another cost comparison analysis can be found on this Priuschat thread:

Thoughts on a $32k base price?
Entry #54 by "stuffonarock"
Dated 9/21/2011

That comparison arrived at a price of $3,050 for the plug-in components after the $2,500 federal tax credit. So, several analysis accomplished by different methods arrived at about this same number as the effective retail cost for the plug-in components within the 2012 Prius plug-in.