The Toyota Prius: A Case Study Case Study by scribbler

The Toyota Prius: A Case Study
A case study of the successes and failures of the Toyota Prius.
# 152557 | 1,376 words | 17 sources | APA | 2013 | US
Published on Mar 17, 2013 in Business (Companies) , Business (Management)

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The paper discusses Toyota's Prius that is classified as a full hybrid electric mid-size car, and is currently the most fuel efficient gasoline car sold in the United States. The paper describes the problems Prius drivers have encountered, the subsequent recalls of the vehicle, and Toyota's upfront and aggressive public strategy, including its efforts to salvage its reputation. The paper looks at how Toyota continues to fight for market share and predicts that in the long-term, it is unlikely that Toyota will crumble due to both short-term consumer memory and Toyota's management of the crisis.

From the Paper:

"Japanese business and manufacturing has a tradition of being able to look at future trends and find innovative ways to get ahead of the curve with innovation and technology. In 1994, Toyota began the task of creating a new vehicle that would address the mounting trends towards an ecological solution to automobile pollution. This new care was to be both fuel efficient and environmentally friendly, and have a battery that would last between seven and ten years. The result was the Prius, from the Latin adverb meaning "leading," or, as Toyota explained, we "chose this name because the Prius vehicle is the predecessor of cars to come" (Freeman, 2007).
"The Prius was market tested in Japan, then put on sale in the U.S. and EU markets in 2001 with limited sales, but huge (up to 9 months) waiting lists. However, based on consumer data, Toyota completely redesigned the Prius, increased production and, following increasing gasoline prices, experienced a significant increase in sales. This was also due to the Prius' ability to cruise at higher speeds, so necessary in the U.S. market, and to incorporate enough power to handle air conditioning ("Motor Trend 2004 Car of the Year," 2004). The Prius is classified as a full hybrid electric mid-size car, and is currently the most fuel efficient gasoline care sold in the United States ("Most and Least Fuel Efficient Cars," 2010)."

Sample of Sources Used:

  • Abuelsamid, S. (September 4, 2009). "Toyota Tops 2 million Hybrid Sales Worldwide."AutoblogGreen. Cited in:
  • Bunkley, N. (March 2, 2010). "After Recalls, Toyota Offers Incentives to Win Back WaryCustomers." The New York Times. Cited in:
  • Dushane, M. (2010). "Toyota Recall." Car and Driver. Cited in:
  • Freman, M. (March 12, 2007). "The Plurals of 'Prius'" Brainiac - The Boston Globe.Cited in:
  • Hellwig, E. (March 9, 2010). "Was This Prius Really 'Out of Control?'" Edmunds Inside Line.Cited in:

Cite this Case Study:

APA Format

The Toyota Prius: A Case Study (2013, March 17) Retrieved July 03, 2022, from

MLA Format

"The Toyota Prius: A Case Study" 17 March 2013. Web. 03 July. 2022. <>