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

This paper describes the threats and opportunities in marketing a 'green' propulsion technology for automotive manufacturers in Europe.

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...