Positioning of a “Green” Technology
How to make a Hybrid Vehicle Relevant for the Customer and Beneficial for the Brand. The New Toyota Prius: A Case Study
Gunther de JongheStrategic Research Division, Toyota Motor Marketing Europe, Belgium
Stephan ThunBASIS-KONTAKT and Maritz Research Deutschland, Germany
INTRODUCTION
There is increasing effort amongst automotive manufacturers to bring environmentally friendly vehicles to the market to meet future legislation on emissions, but also to achieve a positive effect with regard to their brand image.
Toyota's efforts in developing environmentally friendly vehicles stretches back nearly 40 years to 1965 when it started investigating the...