The Prius does NOT lose money for Toyota. If it does, then Toyota is run by dumb-stupids who have no business running a company.
CNBC's Erin Burnett was just on Morning Joe repeating this ridiculousness, based partly on this article and this article -- each item cites mysterious unnamed "analysts" but doesn't say which ones or who they work for.
It's true that hybrid technology doesn't carry a huge profit margin, but to suggest that Toyota lost money on each of its one-million-plus Prius sales is just idiotic and disingenuous.