It only cost this huge amount because they contracted Tesla, and it's a limited production run. Tesla isn't selling $57,000 Model S at a loss, which is virtually the same drive train in the Rav4.
I'm not sure how much profit Tesla is making per (base model) $57,000 Model S they are selling, but it may not be much. On November 5th of this year, they announced that they were halfway to achieving a gross margin of 25% (would that suggest 12.5% ?), and this would include the much more expensive "Signature" models (and I suppose some leftover Roadsters), where one would presume they made greater margins. Then, yesterday, they announced that there would be a price increase for the Model S (http://www.plugincars.com/tesla-raises-model-s-prices-reservation-holders-are-home-free-125420.html), perhaps riding the coattails of their recent Automobile Magazine and Motor Trend awards. It's true they aren't likely selling any of these models at a loss, but these are still expensive cars, and they are getting more expensive.
I agree, of course, that Toyota is doing the RAV4 EV because they have to to comply with the CARB rules. No question about it. This vehicle wouldn't exist without the ZEV mandate. My point is that the RAV4 EV has surprised me by how much fun it is to drive, how I don't have range anxiety, how it is much less expensive to refuel/recharge than a gasoline powered vehicle, etc. From these forum postings, it looks like many RAV4 EV purchasers are already veteran EV owners coming from other brands/models. This is the first EV for me, and color me impressed. I want more people to both experience the RAV4 EV and be able to purchase it… or a car like it.
It is fun to spread the gospel and evangelize. I just can't understand how the math will work to get a vehicle like this to mass market adoption (say a $25k-30k price point) any time soon. I want this technology to succeed for many reasons, and this particular vehicle is a compelling alternative to ICE options. Compelling… except for the price. And this is a price where Toyota is losing $10K per vehicle and the government is pitching in an additional $10K of their own. In other words, this vehicle will likely NEVER be sold at a profit.
Good for California to push the issue with the CARB rules and ZEV mandates. And good for some of the other states to be following in CA's footsteps. At the end of the day, however, the training wheels need to come off and the governmental boost to the EV has to become self-sustaining in the marketplace if it is to stick.
Toyota recently announced that they are "beefing up" their hybrid lineup, but not a lot in the way of significant plans for EVs:
http://online.wsj.com/article/SB10000872396390444358804578015543548693774.html
It seems like Nissan is putting a lot of eggs in the Leaf basket, and of course Tesla has all of their eggs there. I tend to look to Tesla to lead this charge, because they have some seriously impressive technology, they are winning major automobile awards, and they seem to be press darlings.
I'm pretty excited that I get to enjoy Tesla technology in the RAV4 EV. And I only hope that Toyota (and the other major automobile players) don't rest on their ICE laurels. Look at what happened to the music industry in the past 10 years. Or what's happening to the PC industry now with the smartphone and the tablet. Technology moves forward. As Andy Grove said, "only the paranoid survive." The ICE-based automobile industry may be next. It takes one press on the accelerator in the RAV4 EV in sport mode to get the uninitiated to say, "Hey, I want one of these."