Toyota Hybrid Technology Case Study by Jay Writtings LLC

Toyota Hybrid Technology
An analysis of the limitations of Toyota's hybrid car, the Prius.
# 117645 | 938 words | 5 sources | MLA | 2009 | US
Published on Dec 13, 2009 in Business (Companies) , Environmental Studies (Design)

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The paper reveals that Toyota's Prius doesn't make money for Toyota and many are questioning the representation of Toyota as particularly concerned with the environment. The paper emphasizes that electric cars have been expensive to produce, difficult to recharge and are limited in overall range. The paper discusses how Nissan is wisely investing in various kinds of green technologies, not just hybrids, which has been a key focus for Toyota. The paper concludes that Toyota's competitive advantage lies in their image, being the established name for hybrid cars. The paper recommends that should Toyota hope to compete in the highly competitive space of hybrid and green vehicles, Toyota will have to develop its own lithium ion battery so that it may compete on cost with the other hybrid providers.

Hybrid Technology and Toyota
Problems Facing Toyota's Hybrid
Toyota's Competitive Advantage

From the Paper:

"The 48mpg Prius remains the green standard, controlling half the hybrid market, although it doesn't make money for Toyota, analysts say, because of its complicated and costly gas-electric propulsion system. (Naughton 38) Additionally, it is staring to look as if the representation of Toyota as particularly concerned with the environment is not quite true. This is due to the fact that congress recently proposed laws to be considered to establish new mile-per-gallon minimums for the automobile industry, which Toyota opposed. This disparity between their media representations and actual behavior is concerning to the customers, as it is damaging to their image. Despite the Prius, even environmentalists are turning on the carmaker for opposing new gas-mileage laws."

Sample of Sources Used:

  • Naughton, Keith. "" Newsweek, 11/19/2007. 150.21, p. 38.
  • Sedgwick, David. "Hybrids Become Unavoidable." Automotive News 10/29/2007. (cover story) By: Sedgwick, David. Automotive News, 10/29/2007. 82.6279, p. 1.
  • "" Business & the Environment with ISO 14000 Updates, Nov2007. 18.11, pp. 9-10.
  • Foster, Malcolm. "Nissan Sees Future in Electric Cars." ABC News: Money 6/27/2007. Retrieved on 4 December 2007, from:
  • Treece, James B. "" Automotive News 4/23/2007. 81.6251, p .26.

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