Toyota: Driving The Mainstream Market To Purchase Hybrid Electric Vehicles
Toyota: Driving The Mainstream Market To Purchase Hybrid Electric Vehicles
Toyota: Driving The Mainstream Market To Purchase Hybrid Electric Vehicles
Headed by Sakichi Toyoda, who sold the patent rights to one of his loom
machines in 1973.
In 1957, Toyota made the first move into the American market, with
introduction of the Toyopet Crown. But it Failed!!
New Technologies
• new technologies satisfy customer’s needs + meet the stringent
environmental legislation of the future
• new technologies provided an opportunity for the manufacturers to
reinvent & revitalize the auto industry with a disruptive technology win
market share & revenues
• new technologies :
fuel-cell technology
pure electric vehicle (EV)
hybrid-electric vehicle (HEV)
• an electrochemical energy
conversion device that
converts H2 and O2 into H2O,
producing electricity & heat
Hybrid :
an electric motor + gas or diesel-powered engine
= increased fuel-efficiency & lower emission
What BEST ?
better gas mileage
NO obstacles with extreme weather
condition
MIT study found : NOT require any infrastructure changes
hybrid tech is BETTER for the environment !
use less fuel & emit less CO2 than fuel-cell models over the vehicle
lifetime
Toyota’s Competitive Advantage
Toyota’s Hybrid Technology
Focused on
But Honda don’t have any plans to add more gasoline electric
Evs to its product line, because the company did not want to
sacrifice short-term profit
The challenge:
develop a strategy to turn the hybrid technology from a niche market product and
evolve it into mainstream acceptance.
To “move up the bell curve” required creating awareness about the product and
building a strategic advantage over traditional cars and trucks
Toyota plan to give customers what they wanted : a vehicle that had the traditional
styling and performance attributes of today’s cars with environmental, efficiency
benefit of the car of the future
Advertising and Marketing
The Prius had a fully integrated marketing plan with an emphasis on Internet and
Web advertising
The initial strategy targeted “early adopters” by showcasing the intelligence of the
new technology in a Web-based marketing campaign
The initial strategy targeted “early adopters” by showcasing the intelligence of the
new technology in a Web-based marketing campaign