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BY: GOPAL RAJPUT C-06

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IDEA GENERATION

The car that became the Prius began life in 1993, by Eiji

Toyoda.

Two GOALS were set:

to develop new production methods.

to bring better fuel economy from the traditional internal

combustion engine.

His target was 47.5 miles per gallon, a little more than 50%

better than what the Corolla gave at that time.

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CONCEPTUALIZATION

At first Takeshi Uchiyamada assumed he could increase the

G21's fuel economy by making refinements to existing

technology.

The introduction of an improved engine and transmission

system could boost fuel efficiency by 50%.

Akihiro Wada (executive Vice President) refused.

One possible solution intrigued Wada: a hybrid power system.

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Contd..

There was a split between the engineers and sales executives.

1995 Tokyo Motor Show.

Don't settle for anything less than a 100% improvement

To find the right hybrid system for the G21, by now called thePrius, Uchiyamadas team went through 80 alternatives before

narrowing the list to four, based largely on fuel efficiency.

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Contd..

At Toyota's design studio in Newport Beach, stylists werecompeting with colleagues in Japan to develop body concepts

for the Prius.

The batteries continued to be a nightmare.

But one by one, the problems were corrected:

A radiator was added to an electronic component to prevent

overheating

two months were spent redesigning a semiconductor to keep

it from breaking down.

finally reached 66 miles per gallon -- the 100% mileage

improvement Wada had asked for.

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Production & Sales

Hiroshi Okuda became president of the company in 1995, hewanted the Prius to go into production a year sooner, by

December 1997.

The total cost of development was an estimated $1 billion --after all the anguish, about average for a new car.

Toyota unveiled the Prius in Japan in October 1997, two

months ahead of schedule.

But the Prius's initial reception took some executives by

surprise.

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Contd..

TMS executives were still worried about sales prospects in theU.S.

The first Prius arrived in California in May 1999, which was

rejected by the masses.

Later on left-hand-drive models finally arrived, with morehorsepower and additional emissions equipment, and thebattery pack was now lighter.

Ready with contingency plans.

Toyota relied on grass-roots marketing, public relations events,

and special Internet ordering system.

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Sales & Promotions

The Prius made its U.S. debut in July 2000.

Buyers didn't care about the jerky ride or premium price --

they focused on the improved fuel economy, lower emissions

(as much as 80% lower), and advanced technology.

Leonardo DiCaprio bought one from a Hollywood dealer in

2001; Cameron Diaz soon followed.

A California public relations agency asked Toyota to provide

five Priuses for the 2003 Academy Awards.

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2ND GENERATION PRIUS

The boost from the Oscars and steadily rising gasoline prices

stoked interest in the second generation Prius.

The new model became a fashion statement with unique

hatchback body style that made it stand out in traffic.

FEATURES:

It was faster and more powerful than its predecessor

used less gas

produced fewer emissions.

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SALES STATISTICS

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

1 2 3 4 5 6 7 8 9 10 11 12

sales

sales

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Current Scenario

Toyota announced that it made the one-millionth sale of

the Toyota Prius in the United States in April 2011.

Toyota estimates that, compared to an average gas car, the

Prius has saved nearly 900 million gallons of gas, $2.19 billion

in fuel costs, and 12.4 million tons of CO2 emissions.

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Latest Models

PRIUS C

PRIUS V

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ANY

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