Sometimes, Toyota must wonder what it has to do to catch a break. Other than being fabulously profitable and the world’s largest automaker, that is.

Toyota began the auto industry’s race to electrify when the Prius gasoline-electric hybrid debuted in 1997 in Japan. The boxy but revolutionary car began a torrid love affair between Toyota and people concerned about climate change. After decades when public sentiment about fuel economy waxed and waned with oil prices, the Prius wasn’t just a technical revolution, it made a statement: I recognize the problem and I’m part of the solution.

The honeymoon’s over. Toyota continues to build more and better hybrids than any other automaker, but its devotion to the technology is now seen as counterrevolutionary: a rearguard battle by a company still hooked on fossil fuels while other automakers promote one new electric vehicle after another.

Once more unto the breach, the 2023 Prius Prime plug-in hybrid arrives in May to defend its maker’s honor.

2023 Toyota Prius Prime trim levels

• SE

• XSE

• XSE Premium

Don’t understand PHEVs? Try one.

The 2023 Prius Prime SE can go 44 miles on a fully charged battery; the XSE and XSE Premium 39 miles. Most owners will be able to do nearly all their daily driving without a drop of gasoline, but — the beauty of plug-in hybrids, or PHEVs — they can take long drives without the time-consuming charging stops a 100% electric vehicle requires, thanks to its internal combustion engine.

Even when using that engine, the PHEV scored an admirable 52 mpg in combined city/highway driving. Plus, it has 100 horsepower more than the old Prius Prime, which had a lamentable electric range of just 25 miles.

PHEVs have two drawbacks, and neither is a shortcoming of the technology, which has been ready for Prime Time since the Chevrolet Volt extended-range EV introduced it to American roads in 2010:

• People have a hard time understanding just how useful the technology is. In the public mind, the term plug-in seems inextricably linked to the idea of long-slow charging sessions, even though PHEVs are immune to that inconvenience.

• Automakers refuse to provide data on just how much PHEV driving is in electric mode, evidence that might convince buyers.

Prices for the sleek four-door run from $32,350 to $39,170, excluding a $1,095 destination charge.

Toyota expects to sell about 15,000 Prius Primes annually.

Key features

The 2023 Prius PHEV has a lot to offer beyond gasoline-free driving:

• 220 hp

• 600-mile total driving range on a full battery and tank of gas

• 6.6-second 0-60 mph time

• An optional solar roof

• 8- or 12.3-inch touch screen

• Wireless charging

• Wireless Apple CarPlay and Android Auto

• 8-speaker JBL audio

Driving impressions

The Prius’ electric motor has always given the hybrid satisfying acceleration around town and merging onto highways. That remains true in the Prime, which is quiet and comfortable. The controls are mostly easy to see and use, but the steering wheel blocks the driver’s vision of the instrument cluster unless the column is set very low.

Toyota’s Proactive Driving Assist, which automatically applies the brakes on curves and in traffic, is less intrusive in the Prius Prime than other vehicles I’ve tested. I didn’t notice it at all, which is exactly how I like driving assistants.

The Prius Prime also offers Traffic Jam Assist, which will handle steering, acceleration and braking at speeds below 25 mph, as long as the driver’s eyes are on the road.

Safety and driver assistance systems

• Adaptive cruise control

• Collision alert with pedestrian detection

• Lane departure alert and assist

• Lane centering assist

• Lane change assist

• Front cross traffic alert

• Bind spot alert

• Road sign recognition

• Automatic high beams

• Hands-free driving under 25 mph

Bottom line

The Prius Prime is a capable and competent plug-in hybrid, but it’s unlikely to satisfy critics who want Toyota to accelerate development and sale of 100% electric vehicles.

2023 Toyota Prius Prime at a glance

Base price: $32,350 (all prices exclude $1,095 destination charge)

Front-drive hybrid five passenger hatchback

On sale May 2023

Specifications as tested:

Primary tested: Prius Prime XSE Premium

Price as tested: $39,940

Drivetrain: 2.0L four-cylinder gasoline engine and electric motor

Output: 220 hp; 139 pound-feet of torque

Transmission: Continuously variable automatic transmission

Battery: 13.6 kWh lithium-ion

EPA estimated fuel economy: 50 mpg city/47 highway/48 combined

EPA estimated battery range: 39 miles

Estimated charging time: 240V – four hours; 120v – 11 hours

EPA estimated annual fuel cost: TBD

Wheelbase: 108.3  inches

Length: 181.1 inches

Width: 70.2 inches

Height: 56.3  inches

Passenger volume: 91.2 cubic feet

Cargo volume: 20.3 cubic feet with rear seat up; 26.7 rear seats down

Curb weight: 3,571 pounds

Contact Mark Phelan: 313-222-6731 or mmphelan@freepress.com. Follow him on Twitter @mark_phelan. Read more on autos and sign up for our autos newsletter. Become a subscriber.

This article originally appeared on Detroit Free Press: The 2023 Prius Prime is better, but will it quiet Toyota's critics?