Abstract:
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.
Research Papers
Marketing sustainable cars
Catalogue: Automotive 2008
Authors: Richard Starr, Richard Brookes
 
March 3, 2008
Research Papers
Future fuels
Catalogue: Congress 2009: Leading The Way
Authors: Leslie Pascaud, Duncan Macleod, Isabelle Remond
Companies: Added Value, Shell Global
September 22, 2009
