Positioning of a "green" technology

Date of publication: March 1, 2004


This paper describes the threats and opportunities in marketing a 'green' propulsion technology for automotive manufacturers in Europe. The paper highlights how research steps helped Toyota identify the needs and opportunities for a significantly different positioning of its new Prius (model 2004) in comparison to its predecessor. The paper demonstrates how Toyota positions the new Prius in a beneficial way for the brand and more relevant to European customers.

  • PDF
  • This could also be of interest