Hybrid Systems

Organisation Name

Toyota Motor Europe

Problem

For Toyota, the challenge is to respond to consumers' preferences and society's need for mobility whilst, on the other hand, contributing actively to sustainable development.

How to raise public awareness on these environmental challenges and promote possible solutions?

Solution

  • Toyota's long term vision and its efforts in developing environmentally friendly vehicles stretch back 40 years to 1965 when the company started to investigate the feasibility of using gas turbines to power an electronic drive system for cars.
  • In 1997, thank to its efforts on Research and Development, Toyota unveiled a bus employing a hybrid system combining an electric motor with a petrol engine and launched the first Toyota Prius (Prius is Latin for "Ahead of its time"), which became the world's first mass produced hybrid car.
  • Awareness efforts concentrated on the "environment friendly" character of the car but, though the car sold over 150.000 units globally, the European market seemed not to be ready for an eco-friendly approach, which in the mind of the consumer was associated with indifferent driving performance.
  • The second-generation hybrid system, called Toyota Hybrid Synergy Drive®, was introduced in the new Toyota Prius. This revolutionary technology combines two approaches: Zeronise (zero negative effect on environment, zero accident, etc.) and Maximise (maximum driving comfort, fun, performance, etc.).
  • The marketing angle was more focused on performance, efficiency and innovation characteristics.

Constraints

  • Customers were first reluctant to embrace new advanced technologies such as the hybrid system despite the demand for sustainable mobility. The car's performance was improved and the new Prius was repositioned on the market.

Benefits

  • Public awareness for environmental concerns: customers recognise that it is possible to have a more environment friendly vehicle with a good driving experience.
  • Toyota's environmental credentials in the automotive sector have been recognised.
  • Practical example of Toyota's contribution to sustainability.
  • Prius was elected 2005 European Car of the Year and has won a string of environmental awards worldwide.

Period Of Implementation

Launched in 1997 - Ongoing

Place Of Implementation

Europe and Japan

Themes

Innovation
Environment

Solution Champion

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