Introduction 1897- Sakichi Toyota 1902-Toyota group was formed 1929-Kiichiro, Sakichi’s son 1930-Kiichiro forced father to launch automobile business 1930-Kiichiro moved to US to study manufacturing process at Ford 1950-Kiichiro was step down and Eiji was made M.D

Hybrid Cars Need for more cleaner and efficient vehicles leads to development of Hybrid cars Fuel prices going up Recession

Key Players Porsche GM Ford

Original Prius

Original Prius launched in December in Japan Stylish and safe 1997 Original Prius launched in December in Japan Stylish and safe 4-Door and 5-seater Sedan Full efficiency 52-miles per gallon Reduced the emission Strengths: safety system, air bag

Ta Market status Public reaction Sales Oil prices Porcshe role

First Generation Prius 2000 Price- 19,995$ Market – US, Europe Model- Prius Modifications were made vehicle standards for US market,

Super ultra low emission Modifications were made vehicle standards for US market Horsepower was increased from 58 to 72 Battery pack was changed standard-D to flat rectangular one LCD Monitor changed to Touch Screens Strength: Lighter , Smaller and Powerful

Second-generation Prius Introduced in 2004 Targeting the ‘early majority’ of consumers who tend to demand reliable, affordable, proven products, as contrasted to the “early adopters” targeted in the 2000 campaign

When new technologies are introduced, a typical marketing strategy focuses on attracting the “Innovators” and subsequently the“ Early Adopters”

Research work USP- Green Modification- Higher fuel efficiency car in market Automatic engine, 90% carbon reduction 4* Rating and Pedestrian Rating 2* Marketing style- Events Advertisements- TV, Print, Internet, Radio Celebrity Endorsed

The Toyota Prius Toyota’s initial marketing strategy for the Prius targeted innovators and early adopters of new technologies.

Toyota enabled interested customers to visit a special website about Prius development as early as two years before the introduction of the product. Toyota used focus groups with target consumers to evaluate different aspects of the Prius. Toyota found that the consumers valued high technology, affordable price, clean operation, comfort, quality, convenient design, and safety.

Toyota’s television and print ads underscored the evolutionary aspects of hybrid technology and freedom from dependence on oil. The first generation Toyota Prius experienced great success in the U.S., with sales growing 32% from 2001 to 2003.

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