Abstract

The case focuses on the world’s first mass produced hybrid passenger car - Prius - manufactured by the world’s second largest automaker Toyota Motors. The case explains the new hybrid technology used in the car. It also looks for the reasons for the success of the original Prius in the Japanese market and of the subsequent models of the Prius launched in the US and other markets. The strategies for marketing the product in the US are also analyzed.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• History of hybrid vehicles
• Working and usefulness of hybrid vehicles
• The growing need for clean and green cars in the 21st century
• The system Toyota put in place for the manufacture of the original Prius
• The technology and other aspects and features of the original Prius and its subsequent versions

Keywords

Toyota Motor Corporation, Ultimate Eco Car, Taiichi Ohno, Kanban, Hybrid-electric car, Fuel Cell Hybrid Vehicle, Kaizen, Toyota Production System, Toyota Hybrid System, Prius NHW10, Prius Classic, Hybrid Synergy Drive (HSD), Toyota Hybrid System II, Hybrid cars, General Motors