I probably should plug its competitors: Hyundai Tucson PHEV and Ford Escape PHEV. They're cheaper and roughly the same size. They don't have the insane acceleration of the RAV4 prime, but they accomplish the goal of going from A-to-B with 40ish miles of all electric range + gasoline backup.
If you're willing to sacrifice the acceleration, the Hyundai Tucson PHEV should be competitive. Ford Escape PHEV is FWD only and also slower, but its the cheapest of all 3 options.