The launch of Toyota green car in France : the Prius

Résumé du document

The automobile market is facing a serious crisis, and Toyota must keep its share of the market and develop new products to reach new customers. The Toyota Prius is a fully hybrid electric car developed and manufactured by the Toyota Motor Corporation. It was sold first in Japan in 1997 and is very successful in United States of America and Japan. Global warming became an important factor for customers when they decided to buy a new car. That is why Toyota needs to make its cars more efficient as well as greener. We think that the Toyota Pruis will continue the worldwide success in France that this car has seen on other markets such as in Japan, United States or in England. We should also notice that the launch of this car will help us increase the sales of other models of Toyota especially since we will be perceived as the First car maker to launch a green car. Toyota is a Japanese multinational corporation headquartered in Japan, in Toyota City, and founded by Kiichiro Toyoda in 1937. Toyota is the world's largest automaker by sales and employs approximately 320,808 people worldwide. Their major success is the Toyota Corolla, with more than 30 millions car sold. Our interest: Establishing the Toyota Prius in France.

Extraits

[...] The Japanese firm is building its own patent with the Prius. The suitable position for the Prius will be between the high-class cars as the Berline and the middle-class product as the classic cars. Market strategy : What we want things to look like in months Products/Services (what will be introduced) The Toyota Prius will be a full Hybrid car based on electric and classic motor. This car will be close to the Berline with its interior confort. The result of using the full Hybrid system will be to reduce the consumption of fuel to less. [...]

[...] Ford is developing a co-branding with Johnson Controls-Saft to create a long battery rechargeable for its new hybrid car which will come out in 2012. That new technology will lead to a reduction of the consumption of fuel. With an American design this car will be the first Hybrid Suv (sport utility vehicule) in the market. This car will be based on the protection of the environment thanks to its ecologic seats and all its component build from post-industrial materials. [...]

[...] Then we'll have to promote on the march 2007 law, who permitted to anyone to get a tax deduction if he buys a green car. It's a huge advantage for us. References green.autoblog.com/2007/06/07/toyota-tops-1-million-worldwide-hybrid-sales/ www.toyota.fr www.toyota.com/prius-hybrid www.myhybridcar.net Turbo & Automoto TV broadcast Financial Times usnews.rankingsandreviews.com/ . [...]

[...] To follow this important recommendation, it will be necessary to invest in Research and Development, to improve more and more the Toyota Prius, and why not until a 100% electric car but with the Prius performance. To spread our car, we have to provide our motors to the public administration, buses and cabs, even police cars ( as made in New York City, USA). Thus we could benefit of more visibility, and sell more cars or engine. An agreement with the government or City Hall of mains cities are mandatory. [...]

[...] ^ Sales promotion, monetary incentives to buy, is most effective to trigger a decision or purchase. SP is useful at the beginning of the product life cycle to increase acceptance or provoke a trial. Toyota is already selling the Prius beneath its production cost. However an additional third party sales promotion mechanism has been put into place: Powershift, a government backed agency, charged with encouraging cleaner fuels, will refund a 1000 euros to the first 200 buyers of the Prius. To get the biggest benefit out of this Toyota should advertise this fact. [...]