It could be because the technology is getting better and the new hybrids are more efficient and better vehicles. It could also be because they are worried about their profits.
According to Toyota they have actually lowered their price because they want to appeal to a broader market. “We lowered the price to appeal to a broadening customer base,” [Executive Vice President Akio Toyoda], who will be promoted to president next month, told a news conference.” (First Link)
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