Advantages of the Toyota Hybrid Electric Vehicles Over the Other Car Manufacturing Companies.

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INTRODUCTION

The growing dependence of many countries, especially the USA and Europe on the imported oil and the daily increase of oil price and the heightened concern on the global warming and the environmental pollutions which has forced many car manufacturing companies to study the new and innovative techniques in solving this very important issue.

Toyota as the world 's third car manufacturing company and the first in Japan has introduced a new era in the vehicles history.

Initial hydrogen, fuel cell and pure electric vehicles were not much successful as they were all very expensive and not very efficient. The true electric vehicles did not have the required standards of an American car buyer because they cost a lot, around US$
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CONVINCING CONSUMERS:

The main issue on Hybrid vehicles was that most of consumers did not believe it as a real car. Overtime, Toyota succeeded to convince the automobile buyers that Toyota Prius is a real, usable and efficient hybrid car.

DRIVING RESPONSIBILITY.

Toyota Prius has been equipped with a monitoring system which helps the driver to know how to run his/her car to have a better function and reduce the fuel usage and save more energy. This helps the driver to feel responsible on his/her driving and to maximize the car fuel efficiency.

LONG TERM PLAN BEFORE LAUNCHING THE PRODUCT:

Although Toyota invented this new hybrid vehicle more than ten years ago, it did not offer the car to the USA consumers immediately. The main reason was that Toyota was aware of the new technology challenges. While Toyota was on the market research and new product development, other companies were focusing on merger and acquisition. Brand recognition, technology changes and improvement take several years to finish and Toyota wanted to launch a product which has cleared all the possible obstacles such as space, efficiency, speed, safety, weight which can meet all consumers ' expectations.

MAINTAINS ITS COMPETITIVE ADVANTAGES OVER COMPETITORS

The introduction of Toyota Prius was not just a short term goal. Toyota had much broader goals.

FIRST MOVER

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