prius story nickerson sep2010
DESCRIPTION
TRANSCRIPT
The Prius Story:
Turning Responsibility into Opportunity
Mary Nickerson
National Marketing Manager
Toyota Motor Sales, U.S.A
More Cars on the Road
750 MILLION cars and trucks
Toyota’s Global Earth Charter
• Help enrich society
• Pursue environmental technologies
• Volunteer activities
• Work in cooperation with society
Hybrid Synergy Drive
Prius
• Family demonstration programs in critical U.S. markets– Provided real world feedback / advocates
• Focus groups– Uncertainty about Prius benefits /practicality– Seen as a a risky investment
• Research Clinics– High interest with innovators / tech. savvy– Compelled to find out more– 98% of participants used internet
Initial U.S. Research on Hybrids
– Needed to educate consumers about benefits and practicality of hybrid technology– Pricing critical– Internet was key method to deliver vehicle information to interested parties
Original Prius Target – Different Mindset • Tech Pioneers & Environmental
Friendly– Looking for the latest technology– Sensitive to environmental issues– Making a statement
• Demographics– Older (Baby Boomers)– Predominantly Male– Highly educated– Upscale income
Prius
Evolution of Prius Target
• Tech Pioneers & Environmental Friendly– Looking for the latest technology– Sensitive to environmental issues– Making a statement
• Innovators & Early Adopters – Eager to test latest
technology– Willing to take risks– Deeper emotional
needs = People with a passion for principle
Position Prius and Hybrid Synergy Drive as an exciting, new “no compromise” solution that gives consumers what they want and Society what it needs
Strategic Marketing
• Celebrity partnerships– Oscars
• Annually provide Prius vehicles to celebrities to drive to Oscars
– Celebrity owners such as,• Cameron Diaz• Leonardo DiCaprio• Robin Williams• Ellen Degeneres• Sting
– Allows them to show their commitment to the environment and provides Toyota with unsolicited testimonials from Hollywood community
– Product placement opportunities
• Toyota’s 3rd best selling car
• Sold more than 80% of hybrids in U.S.
• Over 2.0 million Toyota hybrids sold worldwide
Prius
Current Hybrid Line-Up
Innovation
Plug-in Hybrid
Fuel-Cell Hybrid
Electric vehicles
Manufacturing Sustainability
Logistics
Procurement
Logistics
Disposal
Use
Customer
Dealer
Recycling
Recycling company
Production R&D
Toyota
Extraction of resources
Rawmaterials
Energy WaterFuel
Parts & materials suppliers
Manufacturing Sustainability
Partnerships
Philanthropy
Philanthropy