A Comparison of Hybrid Vehicle Marketing Strategies

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\pard\sb0\sl-240{\bkmkstart Pg1}{\bkmkend Pg1}\par\pard\ql \li2318\sb0\sl-340\sl
mult0 \par\pard\ql\li2318\sb0\sl-340\slmult0 \par\pard\ql\li2318\sb0\sl-340\slmu
lt0 \par\pard\ql\li2318\ri2100\sb139\sl-340\slmult0\tx5529 \up0 \expndtw-5\chars
calex100 \ul0\nosupersub\cf2\f3\fs27 A Comparison of Toyota and Honda Hybrid Veh
icle Marketing \line\tab \up0 \expndtw-5\charscalex100 Strategies \par\pard\ql \
li4886\sb1\sl-267\slmult0 \up0 \expndtw-5\charscalex100 \ul0\nosupersub\cf1\f2\f
s24 Rocky Mountain Institute \par\pard\ql \li4622\ri4436\sb19\sl-260\slmult0\tx5
332 \up0 \expndtw-5\charscalex100 Ann Rodriguez and Chris Page \line\tab \up0 \e
xpndtw-5\charscalex100 September 2004 \par\pard\ql \li1800\sb0\sl-276\slmult0 \p
ar\pard\ql\li1800\sb0\sl-276\slmult0 \par\pard\ql\li1800\sb15\sl-276\slmult0 \up
0 \expndtw-5\charscalex100 \ul0\nosupersub\cf3\f4\fs24 Introduction \par\pard\qj
\li1800\ri1609\sb0\sl-280\slmult0 \up0 \expndtw0\charscalex102 \ul0\nosupersub\
cf1\f2\fs24 Recognizing consumer demand for better fuel economy and reduced emis
sions, both \up0 \expndtw0\charscalex103 Toyota and Honda have introduced hybrid
vehicles to the American market. Toyota \up0 \expndtw0\charscalex104 introduced
the Prius to the U.S. in 2000. Honda began selling the hybrid two-seater \up0 \
expndtw-5\charscalex100 Insight in the U.S. in 1999. \par\pard\qj \li1800\ri1611
\sb267\sl-273\slmult0 \up0 \expndtw0\charscalex100 U.S. Sales in the hybrid vehi
cle industry have increased over 570 percent since model \up0 \expndtw0\charscal
ex100 year 2000\ul0\super\cf4\f5\fs23 1\ul0\nosupersub\cf1\f2\fs24 . Today, hybr
id vehicles hold a 1% market share in the U.S.,\ul0\super\cf4\f5\fs23 2\ul0\nosu
persub\cf1\f2\fs24 and there are \up0 \expndtw-3\charscalex100 three models of
hybrid vehicles dominating the market: the Toyota Prius, Honda Insight, \up0 \ex
pndtw-5\charscalex100 and the Honda Civic Hybrid. \par\pard\ql \li3759\sb0\sl-23
0\slmult0 \par\pard\ql\li3759\sb0\sl-230\slmult0 \par\pard\ql\li3759\sb23\sl-230
\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs20 2003 Hybrid M
arket Share Breakdown (U.S.) \par\pard\ql \li4030\sb0\sl-195\slmult0 \par\pard\q
l\li4030\sb124\sl-195\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf6\
f7\fs17 General Motors \par\pard\ql \li4492\sb5\sl-195\slmult0 \up0 \expndtw-2\c
harscalex100 2%* \par\pard\ql \li3825\ri6875\sb101\sl-200\slmult0\tx4381 \up0 \e
xpndtw-2\charscalex100 DiamlerChrysler \line\tab \up0 \expndtw-2\charscalex100 1
% \par\pard\ql \li3801\ri7076\sb120\sl-200\slmult0\tx4266 \up0 \expndtw-2\charsc
alex100 Honda Insight \line\tab \up0 \expndtw-2\charscalex100 3% \par\pard\ql \l
i6938\sb0\sl-200\slmult0 \par\pard\ql\li6938\sb0\sl-200\slmult0 \par\pard\ql\li6
938\ri4085\sb40\sl-200\slmult0\tx7275 \up0 \expndtw-2\charscalex100 Toyota Prius
\line\tab \up0 \expndtw-2\charscalex100 39% \par\pard\ql \li3286\sb0\sl-200\slm
ult0 \par\pard\ql\li3286\sb0\sl-200\slmult0 \par\pard\ql\li3286\sb0\sl-200\slmul
t0 \par\pard\ql\li3286\sb0\sl-200\slmult0 \par\pard\ql\li3286\sb0\sl-200\slmult0
\par\pard\ql\li3286\ri7789\sb120\sl-200\slmult0\tx3516 \up0 \expndtw-2\charscal
ex100 Honda Civic \line\tab \up0 \expndtw-2\charscalex100 Hybrid \par\pard\ql \l
i3599\sb25\sl-195\slmult0 \up0 \expndtw-2\charscalex100 55% \par\pard\ql \li3874
\sb0\sl-161\slmult0 \par\pard\ql\li3874\sb0\sl-161\slmult0 \par\pard\ql\li3874\s
b0\sl-161\slmult0 \par\pard\ql\li3874\sb0\sl-161\slmult0 \par\pard\ql\li3874\sb1
50\sl-161\slmult0 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf7\f8\fs14 * Hy
brid versions of the Chevrolet Silverado and GMC \par\pard\li3167\sb129\sl-161\s
lmult0\fi0\tx4131 \up0 \expndtw0\charscalex100 \ul0\super\cf8\f9\fs5\ul0\super\c
f8\f9\fs4 3\tab \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf7\f8\fs14 Sierra
are available to GM fleet customers only\par\pard\ql \li10320\sb0\sl-276\slmult
0 \par\pard\ql\li10320\sb0\sl-276\slmult0 \par\pard\ql\li10320\sb0\sl-276\slmult
0 \par\pard\ql\li10320\sb0\sl-276\slmult0 \par\pard\ql\li10320\sb86\sl-276\slmul
t0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf1\f2\fs24 1 \par\pard\sect\se
ctd\fs24\paperw12240\paperh15840\pard\sb0\sl-240{\bkmkstart Pg2}{\bkmkend Pg2}\p
ar\pard\qj \li1800\sb0\sl-260\slmult0 \par\pard\qj\li1800\sb0\sl-260\slmult0 \pa
r\pard\qj\li1800\sb0\sl-260\slmult0 \par\pard\qj\li1800\sb0\sl-260\slmult0 \par\
pard\qj\li1800\ri1609\sb165\sl-260\slmult0 \up0 \expndtw-1\charscalex100 \ul0\no
supersub\cf1\f2\fs24 commitment to creating environmentally responsible vehicles
\ul0\super\cf4\f5\fs23 4\ul0\nosupersub\cf1\f2\fs24 and on using online space \
up0 \expndtw-3\charscalex100 to engage technophiles early on in the production p
rocess. \par\pard\qj \li1800\sb0\sl-275\slmult0 \par\pard\qj\li1800\ri1609\sb13\
sl-275\slmult0 \up0 \expndtw-4\charscalex100 Toyota enabled interested customers
to visit a special website about Prius development as \up0 \expndtw-1\charscale
x100 early as two years before the introduction of the product. Toyota used focu
s groups and \up0 \expndtw-4\charscalex100 clinics with target consumers to eval
uate different aspects of the Prius. Toyota found that \up0 \expndtw0\charscale
x106 the consumers valued high technology, affordable price, clean operation, co
mfort, \up0 \expndtw-5\charscalex100 quality, convenient design, and safety. \pa

r\pard\qj \li1800\sb0\sl-273\slmult0 \par\pard\qj\li1800\ri1608\sb14\sl-273\slmu
lt0 \up0 \expndtw0\charscalex100 Toyota\u8217?s television and print ads un
derscored the evolutionary aspects of hybrid \line \up0 \expndtw-3\charscal
ex100 technology and freedom from dependence on oil. Toyota created online e-bro
chures with \line \up0 \expndtw0\charscalex100 a 17-second video clip that were
sent to the almost 44,000 people.\ul0\super\cf4\f5\fs23 5\ul0\nosupersub\cf1\f2\
fs24 In addition, Toyota \line \up0 \expndtw-4\charscalex100 benefited from var
ious celebrity endorsements that attracted attention to the new Prius. \par\pard
\qj \li1800\sb0\sl-273\slmult0 \par\pard\qj\li1800\ri1609\sb14\sl-273\slmult0 \u
p0 \expndtw0\charscalex100 As a \u8216?purchase accelerator\u8217? among its tar
get buyers who requested information on the \up0 \expndtw-2\charscalex100 Prius,
Toyota offered these customers the opportunity to preorder cars, which were the
n \up0 \expndtw-2\charscalex100 finalized by the dealerships. Before the car wa
s even delivered to dealerships in August \up0 \expndtw-5\charscalex100 of 2000,
1,800 units were sold. \ul0\super\cf4\f5\fs23 6\ul0\nosupersub\cf1\f2\fs24 . \p
ar\pard\qj \li1800\sb0\sl-273\slmult0 \par\pard\qj\li1800\ri1609\sb14\sl-273\slm
ult0 \up0 \expndtw0\charscalex100 A significant portion of the initial advertisi
ng budget for the Prius went to materials to \up0 \expndtw0\charscalex100 help
dealers communicate the new hybrid technology to customers. Toyota also
\up0 \expndtw-4\charscalex100 coordinated with approximately 900 dealers to exe
cute a \u8216?rental\u8217? program, which allowed \up0 \expndtw-4\charscalex100
interested customers to have the car for a one-day, extended test drive. \par\p
ard\qj \li1800\sb0\sl-260\slmult0 \par\pard\qj\li1800\ri2364\sb38\sl-260\slmult0
\up0 \expndtw-2\charscalex100 The first generation Toyota Prius experienced gre
at success in the U.S., with sales \up0 \expndtw-5\charscalex100 growing 32% fro
m 2001 to 2003. \par\pard\ql \li1800\sb0\sl-276\slmult0 \par\pard\ql\li1800\sb11
\sl-276\slmult0 \up0 \expndtw-5\charscalex100 \ul0\nosupersub\cf3\f4\fs24 Second
-generation Prius \par\pard\qj \li1800\ri1605\sb1\sl-280\slmult0 \up0 \expndtw-3
\charscalex100 \ul0\nosupersub\cf1\f2\fs24 The second-generation of the Prius wa
s introduced in 2004, targeting the \u8216?early majority\u8217? \up0 \expndtw-2
\charscalex100 of consumers who tend to demand reliable, affordable, proven prod
ucts, as contrasted to \up0 \expndtw-3\charscalex100 the \u8220?early adopters\u
8221? targeted in the 2000 campaign. \par\pard\qj \li1800\ri1609\sb264\sl-276\sl
mult0 \up0 \expndtw-1\charscalex100 Toyota responded to the American demand for
larger vehicles by introducing a roomier \up0 \expndtw-1\charscalex100 \u8216?mi
d-size\u8217? Prius, which could be sold at the same price as the first generati
on car due to \up0 \expndtw0\charscalex100 efficiencies achieved in the producti
on process.\ul0\super\cf4\f5\fs23 7\ul0\nosupersub\cf1\f2\fs24 Toyota used its
television advertising \up0 \expndtw-3\charscalex100 primarily to tout the size
and power, along with the environmental benefits, of the second \up0 \expndtw0\c
harscalex107 generation Prius to convince the early majority that it was a perfo
rmance car that \up0 \expndtw-5\charscalex100 happened to be environmentally fri
endly. \par\pard\qj \li1800\sb0\sl-276\slmult0 \par\pard\qj\li1800\ri1609\sb8\sl
-276\slmult0 \up0 \expndtw0\charscalex100 By maintaining relationships with the
\u8216?Prius Pioneers\u8217? who bought the first generation \up0 \expndtw0\char
scalex107 car, Toyota was able to leverage this connection and a special purchas
e offer into \up0 \expndtw0\charscalex102 approximately 1,200 pre-orders for the
next generation vehicle. Toyota continued to \up0 \expndtw0\charscalex103 work
to educate the early majority and mainstream consumer on how hybrid vehicle \up
0 \expndtw0\charscalex103 technology works by rolling out television spots remin
ding consumers that the Prius \up0 \expndtw-5\charscalex100 doesn\u8217?t need t
o be plugged in.\ul0\super\cf4\f5\fs23 8 \par\pard\ql \li10320\sb0\sl-276\slmult
0 \par\pard\ql\li10320\sb96\sl-276\slmult0 \up0 \expndtw-3\charscalex100 \ul0\no
supersub\cf1\f2\fs24 2 \par\pard\sect\sectd\fs24\paperw12240\paperh15840\pard\sb
0\sl-240{\bkmkstart Pg3}{\bkmkend Pg3}\par\pard\qj \li1800\sb0\sl-270\slmult0 \p
ar\pard\qj\li1800\sb0\sl-270\slmult0 \par\pard\qj\li1800\sb0\sl-270\slmult0 \par
\pard\qj\li1800\sb0\sl-270\slmult0 \par\pard\qj\li1800\ri1608\sb116\sl-270\slmul
t0 \up0 \expndtw-1\charscalex100 \ul0\nosupersub\cf1\f2\fs24 Current demand for
the Toyota Prius is exceeding supply in areas such as Los Angeles, \up0 \expndtw
0\charscalex100 California, where the current waiting list is over a year long a
nd consumers are paying \up0 \expndtw-3\charscalex100 anywhere from $3,000 to $6
,000 over MSRP.\ul0\super\cf4\f5\fs23 9 \par\pard\ql \li1800\sb0\sl-276\slmult0
\par\pard\ql\li1800\sb10\sl-276\slmult0 \up0 \expndtw-5\charscalex100 \ul0\nosup
ersub\cf3\f4\fs24 Honda Insight and Civic Hybrid \par\pard\qj \li1800\ri1608\sb0
\sl-280\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf1\f2\fs24 Honda
introduced the hybrid Honda Insight in 1999, a two-seater targeted at tech-lover
s. \up0 \expndtw-2\charscalex100 The initial marketing strategy for the Honda In
sight included a small budget for national \up0 \expndtw0\charscalex100 televisi
on and Internet advertising, most of which was spent on educational a
nd \up0 \expndtw0\charscalex100 promotional materials for dealers to present reg
ionally to local media.\ul0\super\cf10\f11\fs23 10\ul0\nosupersub\cf1\f2\fs24 C
urrently, the \up0 \expndtw0\charscalex100 Honda Insight is a small proportion o
f Honda\u8217?s vehicle offerings: it sells about 80-100 \up0 \expndtw-5\charsca
lex100 units per month in the U.S..\ul0\super\cf10\f11\fs23 11 \par\pard\qj \li1
800\ri1616\sb246\sl-275\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf
1\f2\fs24 The Civic Hybrid, a sedan seating five, has taken off, experiencing a
59% increase from \line \up0 \expndtw-2\charscalex100 2002 to 2003. It is now th
e top-selling hybrid vehicle in the U.S.\ul0\super\cf10\f11\fs23 12\ul0\nosupers
ub\cf3\f4\fs24 \ul0\nosupersub\cf1\f2\fs24 Honda\u8217?s objective in \line \u
p0 \expndtw0\charscalex106 creating the Civic Hybrid was to produce a mainstream
five-passenger sedan with \line \up0 \expndtw0\charscalex100 superior fuel econ
omy and solid performance that was as easy to use as a conventional \line \up0 \
expndtw-4\charscalex100 car.\ul0\super\cf10\f11\fs23 13 \par\pard\qj \li1800\sb0
\sl-273\slmult0 \par\pard\qj\li1800\ri1608\sb14\sl-273\slmult0 \up0 \expndtw-2\c
harscalex100 \ul0\nosupersub\cf1\f2\fs24 In contrast with Toyota\u8217?s efforts
to position its hybrid sedan as a unique product initially \line \up0 \expndtw0
\charscalex100 geared towards technophiles and then move on to pursuing the \u82
16?early majority\u8217?, Honda \line \up0 \expndtw0\charscalex102 introduced th
e Civic hybrid as a product to appeal directly to the mass market, as the \line
\up0 \expndtw-4\charscalex100 traditional version of the Honda Civic is the best
selling compact car in America.\ul0\super\cf10\f11\fs23 14 \par\pard\qj \li1800
\sb0\sl-275\slmult0 \par\pard\qj\li1800\ri1612\sb11\sl-275\slmult0 \up0 \expndtw
0\charscalex100 \ul0\nosupersub\cf1\f2\fs24 By leveraging its existing Civic bra
nd, Honda produced a hybrid product that included \up0 \expndtw-4\charscalex100
many of the features that consumers had grown to expect, thereby positioning the
car as a \up0 \expndtw0\charscalex104 standard Civic with the added benefits of
increased gas mileage and environmental \up0 \expndtw-3\charscalex100 \u8216?fr
iendliness\u8217?. Because of this existing brand equity and differential targe
ting, Honda did \up0 \expndtw-4\charscalex100 little to link the Insight to the
Civic Hybrid. \par\pard\qj \li1800\sb0\sl-275\slmult0 \par\pard\qj\li1800\ri1606
\sb10\sl-275\slmult0 \up0 \expndtw-3\charscalex100 More hybrid vehicles are due
out later in 2004. Honda is rolling out a hybrid Accord and \up0 \expndtw-3\char
scalex100 Toyota will be producing a Highlander and Lexus RX 400. American manuf
acturers will \up0 \expndtw0\charscalex100 begin offering hybrid versions of pop
ular truck/SUV models, with GM introducing the \up0 \expndtw0\charscalex102 Chev
y Silverado, GMC Sierra, and Dodge Ram Pickup\ul0\nosupersub\cf3\f4\fs24 \ul0\n
osupersub\cf1\f2\fs24 and Ford rolling out the Ford \up0 \expndtw-3\charscalex10
0 Escape (SUV) Hybrid. \ul0\super\cf4\f5\fs23 15 \par\pard\ql \li1800\sb265\sl-2
76\slmult0 \up0 \expndtw-5\charscalex100 \ul0\nosupersub\cf3\f4\fs24 The Future
\par\pard\qj \li1800\ri1609\sb1\sl-280\slmult0 \up0 \expndtw0\charscalex100 \ul0
\nosupersub\cf1\f2\fs24 Due to impending arrivals of additional competitors, the
hybrid market share picture is \line \up0 \expndtw0\charscalex100 projected to
change dramatically by 2008. In 2008, hybrid vehicle sales are expected \line \
up0 \expndtw-4\charscalex100 capture 2% of the overall U.S. auto market,\ul0\sup
er\cf10\f11\fs23 16\ul0\nosupersub\cf1\f2\fs24 of which 64% are expected to be
trucks. \par\pard\ql \li10320\sb0\sl-276\slmult0 \par\pard\ql\li10320\sb0\sl-276
\slmult0 \par\pard\ql\li10320\sb0\sl-276\slmult0 \par\pard\ql\li10320\sb0\sl-276

76\slmult0 \up0 \expndtw-3\charscalex100 3 \par\pard\sect\sectd\fs24\paperw12240
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d9}}}}}
\pard\sb0\sl-240{\bkmkstart Pg4}{\bkmkend Pg4}\par\pard\ql \li1800\sb0\sl-322\sl
mult0 \par\pard\ql\li1800\sb0\sl-322\slmult0 \par\pard\ql\li1800\sb0\sl-322\slmu
lt0 \par\pard\ql\li1800\sb207\sl-322\slmult0 \up0 \expndtw-5\charscalex100 \ul0\
nosupersub\cf2\f3\fs27 Appendix: Technology Adoption and Market Segmentation \pa
r\pard\qj \li1800\ri1612\sb19\sl-273\slmult0 \up0 \expndtw-2\charscalex100 \ul0\
nosupersub\cf1\f2\fs24 Market segmentation and strategy for high technology prod
ucts follows a typical pattern \up0 \expndtw-3\charscalex100 called the \u8220?T
echnology Adoption Life Cycle\u8221?. When new technologies are introduced, a \
up0 \expndtw0\charscalex100 typical marketing strategy focuses on attracting the
\u8220?Innovators\u8221? and subsequently the \up0 \expndtw-5\charscalex100 \u8
220?Early Adopters\u8221?. \ul0\super\cf4\f5\fs23 17 \par\pard\ql \li10320\sb0\
sl-276\slmult0 \par\pard\ql\li10320\sb0\sl-276\slmult0 \par\pard\ql\li10320\sb0\

sl-276\slmult0 \par\pard\ql\li10320\sb57\sl-276\slmult0 \up0 \expndtw-3\charscal
ex100 \ul0\nosupersub\cf1\f2\fs24 4 \par\pard\sect\sectd\fs24\paperw12240\paperh
15840\pard\sb0\sl-240{\bkmkstart Pg5}{\bkmkend Pg5}\par\pard\qj \li1800\sb0\sl-2
60\slmult0 \par\pard\qj\li1800\sb0\sl-260\slmult0 \par\pard\qj\li1800\sb0\sl-260
\slmult0 \par\pard\qj\li1800\sb0\sl-260\slmult0 \par\pard\qj\li1800\sb0\sl-260\s
lmult0 \par\pard\qj\li1800\ri2517\sb165\sl-260\slmult0 \up0 \expndtw-2\charscale
x100 \ul0\super\cf11\f12\fs20 1\ul0\nosupersub\cf1\f2\fs24 \ul0\nosupersub\cf12
\f13\fs21 \u8220?U.S. Hybrid Vehicle Sales Increase 25% in 2003\u8221?, \ul0\no
supersub\cf13\f14\fs21 Canadian Driver\ul0\nosupersub\cf12\f13\fs21 , April 23,
2004. \line \up0 \expndtw-3\charscalex100 {\field{\*\fldinst {HYPERLINK "http://
www.canadiandriver.com/news/040423-5.htm" }}{\fldrslt {\ul0\nosupersub\cf21\f22\
fs21\ul http://www.canadiandriver.com/news/040423-5.htm}}} \par\pard\qj \li1800\
ri1949\sb17\sl-240\slmult0 \up0 \expndtw-2\charscalex100 \ul0\super\cf15\f16\fs1
9 22\ul0\nosupersub\cf12\f13\fs21 J.D. Power and Associates 2003 Hybrid Electri
c Vehicle Outlook (Third Quarter) as cited in \line \up0 \expndtw-2\charscalex10
0 \u8220?Hybrid vehicle sales may be slower than expected\u8221?, CandianDriver.
com, October 28, 2003. \par\pard\qj \li1800\ri2016\sb4\sl-260\slmult0 \up0 \expn
dtw-2\charscalex100 \ul0\super\cf15\f16\fs20\ul0\super\cf15\f16\fs19 3\ul0\nosup
ersub\cf12\f13\fs21 J.D. Power and Associates 2003 Hybrid Electric Vehicle Outl
ook (Third Quarter) as cited in \line \up0 \expndtw-2\charscalex100 \u8220?Hybri
d vehicle sales may be slower than expected\u8221?, CandianDriver.com, October 2
8, 2003. \par\pard\ql \li1800\sb6\sl-253\slmult0 \up0 \expndtw0\charscalex102 \u
l0\super\cf15\f16\fs20\ul0\super\cf15\f16\fs19 4\ul0\nosupersub\cf12\f13\fs21 \
u8220?Saatchi and Saatchi, Oasis Agencies Team Up for Toyota Prius Ad Campaign\u
8221?, \par\pard\qj \li1800\ri1730\sb18\sl-240\slmult0 \up0 \expndtw0\charscalex
100 Automotive Intelligence. Feb. 22, 2000. {\field{\*\fldinst {HYPERLINK "http:
//www.autointell-news.com/news-2000/february-/" }}{\fldrslt {\ul0\nosupersub\cf2
1\f22\fs21\ul http://www.autointell-news.com/news-2000/February-}}}\line \up0 \e
xpndtw-3\charscalex100 \ul0\nosupersub\cf21\f22\fs21\ul 2000/February-22-00-p6.h
tm \par\pard\qj \li1800\ri2117\sb4\sl-260\slmult0 \up0 \expndtw-2\charscalex100
\ul0\super\cf15\f16\fs20\ul0\super\cf15\f16\fs19 5\ul0\nosupersub\cf12\f13\fs21
\u8220?Hybrid engine cars do better with hybrid marketing tactics\u8221?, Marga
ret Littman, \ul0\nosupersub\cf13\f14\fs21 Marketing \up0 \expndtw-3\charscalex1
00 News, \ul0\nosupersub\cf12\f13\fs21 Chicago, Sep 25, 2000. \par\pard\qj \li18
00\ri2282\sb9\sl-250\slmult0 \up0 \expndtw-2\charscalex100 \ul0\super\cf15\f16\f
s20\ul0\super\cf15\f16\fs19 6\ul0\nosupersub\cf12\f13\fs21 \u8220?Innovative Hy
brid Marketing Campaign Launches Toyota\u8217?s Clean Car for the Future.\u8221?
\line \up0 \expndtw-2\charscalex100 Automotive Intelligence. July 25, 2000. {\
field{\*\fldinst {HYPERLINK "http://www.autointell-news.com/news-2000/july-/" }}
{\fldrslt {\ul0\nosupersub\cf21\f22\fs21\ul http://www.autointell-news.com/news2000/July-}}}\line \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf21\f22\fs21\u
l 2000/July-25-00-p5.htm \par\pard\qj \li1800\ri2628\sb19\sl-240\slmult0 \up0 \e
xpndtw-2\charscalex100 \ul0\super\cf15\f16\fs20\ul0\super\cf15\f16\fs19 7\ul0\no
supersub\cf12\f13\fs21 "Is Toyota Prius the Most Important 2004 Model?", Gary S
. Vasilash, Nov. 11, 2003, \line \up0 \expndtw-3\charscalex100 {\field{\*\fldins
t {HYPERLINK "http://www.motortrend.com/roadtests/alternative/112_news46/index.h
tml" }}{\fldrslt {\ul0\nosupersub\cf21\f22\fs21\ul www.motortrend.com/roadtests/
alternative/112_news46/index.html}}} \par\pard\qj \li1800\ri1624\sb28\sl-255\slm
ult0 \up0 \expndtw-2\charscalex100 \ul0\super\cf16\f17\fs20 8\ul0\nosupersub\cf3
\f4\fs24 \ul0\nosupersub\cf12\f13\fs21 Autotech Daily, September 25, 2003, \ul0
\nosupersub\cf22\f23\fs21\ul ww w.autotechdaily.com/pdfs/T09-25~1.PDF\ul0\nosupe
rsub\cf18\f19\fs21 . \ul0\nosupersub\cf19\f20\fs21 Toyota \up0 \expndtw0\charsca
lex100 \ul0\nosupersub\cf12\f13\fs21 took more than 9,000 preorders for the next
Prius - 4,000 of which were fleet sales, both public \up0 \expndtw0\charscalex1
02 and private. 3,000 from consumers, ~1,200 from its TRAC rental-car unit, and
~1,200 from its \up0 \expndtw0\charscalex107 \u8220?Prius pioneers\u8221?- loyal
customers who bought the first model and were rewarded with the \up0 \expndtw-3
\charscalex100 opportunity to order and receive their cars first. \par\pard\qj \
li1800\ri1680\sb21\sl-260\slmult0 \up0 \expndtw-2\charscalex100 \ul0\super\cf16\
f17\fs20 9\ul0\nosupersub\cf3\f4\fs24 \ul0\nosupersub\cf1\f2\fs24 \u8220?\ul0\n
osupersub\cf12\f13\fs21 Hybrid Hi-jinks: buyers go to extremes to conquer short
supply up Front\u8221?, Floss, Rebecca, Los \up0 \expndtw-3\charscalex100 Angele
s Business Journal, July 12, 2004. \par\pard\qj \li1800\ri2282\sb0\sl-260\slmult
0 \up0 \expndtw-2\charscalex100 \ul0\super\cf11\f12\fs20 10\ul0\nosupersub\cf1\f
2\fs24 \ul0\nosupersub\cf12\f13\fs21 \u8220?Innovative Hybrid Marketing Campaig
n Launches Toyota\u8217?s Clean Car for the Future.\u8221? \line \up0 \expndtw-2
\charscalex100 Automotive Intelligence. July 25, 2000. {\field{\*\fldinst {HYPE
RLINK "http://www.autointell-news.com/news-2000/july-/" }}{\fldrslt {\ul0\nosupe
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tm \par\pard\qj \li1800\ri1898\sb0\sl-260\slmult0 \up0 \expndtw-2\charscalex100
\ul0\super\cf16\f17\fs20 11\ul0\nosupersub\cf3\f4\fs24 \ul0\nosupersub\cf1\f2\f
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to conquer short supply; Up Front\u8221?, Flass, Rebecca, \up0 \expndtw-3\charsc
alex100 Los Angeles Business Journal, July 12, 2004. \par\pard\ql \li1800\sb26\s
l-253\slmult0 \up0 \expndtw-2\charscalex100 \ul0\super\cf11\f12\fs20 12\ul0\nosu
persub\cf1\f2\fs24 \ul0\nosupersub\cf12\f13\fs21 JP Morgan Asia Pacific Equity
Research, Automobile Industry, Eiji Kawahara, July 7, 2004. \par\pard\ql \li1800
\sb27\sl-253\slmult0 \up0 \expndtw-1\charscalex100 \ul0\super\cf16\f17\fs20 13\u
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li1800\sb7\sl-253\slmult0 \up0 \expndtw-2\charscalex100 \ul0\super\cf15\f16\fs20
\ul0\super\cf15\f16\fs19 14\ul0\nosupersub\cf12\f13\fs21 \u8220?Hybrids Shed Th
eir Wimpy Ways\u8221?, Larry Armstrong, Business Week, September 4, 2003. \par\p
ard\qj \li1800\ri3011\sb18\sl-240\slmult0 \up0 \expndtw-2\charscalex100 \ul0\sup
er\cf15\f16\fs20\ul0\super\cf15\f16\fs19 15\ul0\nosupersub\cf12\f13\fs21 \u8220
?U.S. Hybrid Vehicle Sales Increase by 25 Percent in 2003\u8221?by Trevor Hoffma
n, \up0 \expndtw-3\charscalex100 Automobile.com, April 26, 2004. \par\pard\ql \l
i1800\sb10\sl-253\slmult0 \up0 \expndtw-2\charscalex100 {\field{\*\fldinst {HYPE
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\ul0\nosupersub\cf12\f13\fs21 ,view.spy?artid=23653 \par\pard\qj \li1800\ri1939\
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uper\cf15\f16\fs19 16\ul0\nosupersub\cf12\f13\fs21 From \u8220?J.D. Power and A
ssociates 2003 Hybrid Electric Vehicle Outlook (Third Quarter)\u8221? as \line \
up0 \expndtw-2\charscalex100 cited in \u8220?Hybrid vehicle sales may be slower
than expected\u8221?, CandianDriver.com, October 28, \line \up0 \expndtw-3\chars
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Iss\ul0\nosupersub\cf13\f14\fs21 . \ul0\nosupersub\cf12\f13\fs21 Suzanne \par\pa
rd\ql \li1800\sb7\sl-253\slmult0 \up0 \expndtw-2\charscalex100 Garcia, Software
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8\ul0\nosupersub\cf12\f13\fs21 \ul0\nosupersub\cf23\f24\fs21\ul Crossing the Ch
asm: Marketing and Selling High-Tech Products to Mainstream Customers, \up0 \exp
ndtw-3\charscalex100 \ul0\nosupersub\cf12\f13\fs21 Geoffrey A. Moore, 2002, Har
per Collins, NY, NY. P.12 -25. \par\pard\qj \li1800\ri1992\sb0\sl-240\slmult0 \u
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004. \u8220?Adoption Curve\u8221? section.\ul0\nosupersub\cf20\f21\fs21 {\field
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calex100 Association. 2004. \u8220?Adoption Curve\u8221? section.\ul0\nosupersub
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A Comparison of Hybrid Vehicle Marketing Strategies

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mfort, \up0 \expndtw-5\charscalex100 quality, convenient design, and safety. \pa

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