Toyota Prius, JPN. Recently, if you look at the history of Toyota Company since the company was founded in 1937, Toyota is in the midst of its worst recession – but in other side it’s raising the price of the 2010 Toyota Prius by about $400. This seeming contradiction appears to be part of Toyota’s core ‘rotate’ strategy: blow up the volume on marketing, and lead with the Toyota Prius.
The base Manufacturer Suggested Retail Price or MSRP of the new third generation of Toyota Prius will currently range from $22,400 to $27,670, depending on the trim package. The revolution will be effective in late October.
In spite of the recession in its sales and the slightly higher price, Toyota is showing little concern about selling Priuses. Actually, Toyota had only 3 days of provide of Toyota Prius in mid September.
In the fourth quarter of 2009 the supply might get even thinner, as the company plans to pay out $1 billion on marketing. That spend is more than 40 percent of the carmaker would typically spend in the quarter. The campaign will contain funding for more incentives and advertising, while dealer will granting more higher profit margins. Irv Miller, the vice president for Toyota’s US sales unit, at a meeting with its dealers in Las Vegas said, “”We see the economy is starting to strengthen a bit, we’ve stopped playing defense. It’s time to go on the offense.”
A Family of Toyota Prius
Miller also said that Toyota plans to add more variants to Toyota Prius line up. He not describe when the timetable. For about two years, the company has hinted at the idea of a family of Priuses, ranging in size from compact to small sports utility or a wagon. The idea has been openly discussed first time in front of top Toyota brass and dealers in Las Vegas meeting.
One of the participants who attended the meeting said, “The Camry hybrid and Highlander hybrid do OK, but calling it ‘Synergy Drive’ never resonated with customers.” Stewart told to Automotive News that Prius it’s a magic name. When you tell anybody that you drive a Toyota Prius, everybody knows what you mean. Stewart said the Priuses will not be a separate sub-brand like Scion.
Additionally, Nikkei, the Japanese business daily report that Toyota plans to start in on commercial production of plug-in hybrids in 2012, and in the first year Toyota will producing between 20,000 and 30,000 units. Toyota expected to sell its plug-in hybrid for about $48,000. Toyota also enlarges its evaluation of plug-in hybrids by leasing five hundred of its third generation of Prius in Japan, the US, and the whole of Europe – government agencies and corporation.
The Main Reason Why Expanding Toyota Prius
The main reasons why Toyota expanding the Prius brand beyond one vehicle is to dominate global hybrid car market. The Ford Fusion Hybrid was marketed as a better more fuel-efficient alternative to the Toyota Camry Hybrid. And Honda is aiming for greater hybrid affordability with the Honda Insight and other future small hybrids. At the same time, a long list of established car companies—as well as a growing number of start-ups and Chinese manufacturers—have announced plans for electric and plug-in hybrids. Last week, BYD –Chinese auto company, said that it to overtake Toyota as the world’s largest automaker in about 15 years, using electric cars, hybrids and other plug-in cars as a key strategy.
Source: HybridCars.com
