Toyota is the leader of the hybrid technology with its Prius.
The Prius was the world’s first mass-produced hybrid car (Case, paragraph 2, ‘The Prius…higher speeds.’).
Toyota used the Prius as the centre-piece of their campaign to give themselves a more environmental image compared to their rivals.
The reason why the Prius was such a success and other hybrid models were having troubles to get buyers, is that the buyers of the Prius want to make a statement about themselves.
” In fact, “what you can learn from Toyota is something even Bill Gates has pondered publicly.” What doesn’t surprise anyone familiar with Toyota’s strategic history is that the company “never makes rash moves or false promises.” One obvious example of Toyota’s approach is the Prius hybrid. franchise’ even though ‘both of us had the same tea leaves, the same research. Is oil going to become more plentiful or less plentiful?
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Jim Press, president of Toyota Motors North America, said that ‘about the same time the Prius made its debut, Ford rolled out the huge S. Is the air going to become cleaner or more polluted?The announcement surprised some industry players as the automaker had long touted a green-car strategy focusing mainly on plug-in hybrid and fuel-cell vehicles (FCVs).Terashi, who heads Toyota's EV Business Planning Department, said the automaker was not shifting focus from FCVs to EVs, but rather planned to increase offerings in both segments.A recent New York Times Magazine cover story chronicled the rise of Toyota from one-time textile loom manufacturer to “not only the best automaker in the world, but also maybe the best corporation”.Indeed, according to that article, Toyota has just about every major company in the world asking the question: “What can we learn from Toyota? V.s.’ Toyota pondered, according to Press, that ‘First of all, long term, is fuel going to get cheaper or more expensive?Setting out EV sales goals, the world's second-biggest automaker by sales after Volkswagen said it needed to accelerate the pace of battery development, as tightening vehicle emissions regulations would require a steep increase in manufacturing capacity for more powerful batteries.China, the United States and a growing number of other countries are forcing automakers to make low-emissions cars, spurring competition to develop EVs even as battery-operated cars currently comprise just a sliver of the global market."As a mass-market automaker we need to expand our offering of electric cars," Executive Vice President Shigeki Terashi said at a briefing in Tokyo. Last year, plug-in hybrid petrol-electric vehicles and all-battery EVs made up just over 1 percent of global auto sales, showed data from the International Energy Agency.But even though the degree of rivalry is high, Toyota sticks to their hybrid technology and they keep developing.But it might be a good idea for Toyota to start investing in a new technology that would enable them to produce fully electric cars. When industries like Toyota boast relatively high on sales in hybrids, they attract the attention of firms operating elsewhere who are looking for new arenas to compete in.Already, to increase the driving range of EVs and improve battery safety, Toyota has been developing a number of technologies including solid-state batteries, which it has described as being an industry "game changer."Last week, Toyota also said it and partner Panasonic were considering jointly developing next-generation EV batteries, in anticipation of increased demand for low-emission cars with more powerful batteries.Toyota has also partnered peers including Mazda Motor and Suzuki Motor to jointly develop and market electric cars.