As pointed out by George Will in his most recent column,
In February, Toyota sold 13,600 Tundra and Tacoma pickups and 7,232 Priuses. It sells the Prius at a loss, which it can afford to do because it makes pots of money selling pickups.
Read Steve Milloy’s Green Hell: How Environmentalists Plan to Control Your Life and What You Can Do to Stop Them to find out how long it took the Big Three automakers to figure out that trucks and cheap gas were their keys to survival.
Green Hell Blog 
April 7, 2009 at 2:23 pm
So, Toyota should simply sell the Prius for its real price and see how sales fare. It is a real shame that hybrids are still being subsidized and then “shown” to the public to be a success. If it is a success, it should be able to stand on its own.