Week - 5 Global Marketing

Electric Car

Toyota announced October 1st 2010 Australia will participate in a global trial of plug-in hybrid concept cars based on the petrol-electric Prius.The plug-in hybrid vehicles, equipped with lithium-ion batteries, will be shared with local partners drawn from government and business. Toyota Australia senior executive director sales and marketing David Buttner said five vehicles have been allocated for the local program. Partners would be chosen based on their commitment to the technology, their ability to provide feedback and their geographic area.The program would provide data for Toyota and for users about the benefits and the challenges involved in the electrification of vehicles, including the overall performance of first-generation lithium-ion batteries. The trial will allow Toyota and its end-user partners to gather real-world information to better understand expectations for plug-in technology.The global trial involves approximately 600 cars, which have been allocated to select demonstration cities around the world. The global trial includes Japan, the United States, the UK, European countries including France, along with countries such as Canada and New Zealand. 

In 2010, Toyota cars are suffering with the exchange rates, 35% of the cars sold in America are imported from Japan, and its manufactures in U.S. depend heavily from parts that are import from Japan, This force Toyota to have to sell their vehicles more expensive than other motor companies. To be able to compete, Toyota invests in promotion. The Toyota Camry campaign focus on the “American dream”  to lure consumers to buy a Toyota car and create customer values.