Toyota Prius: A Case in New Product Development |
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"The Prius is solid evidence that the ponderous development process that produces new automobiles is finally on the brink of a genuine technological breakthrough."1 - Popular Science Magazine, July 1997. "We believe that clearing environmental hurdles and offering an attractive driving experience are critical for cars to thrive in the 21st century."2 - Hiroyuki Watanabe, Senior Managing Director, Toyota in 2003. IntroductionIt was also a safe car. The car conformed to Japanese regulations and standards pertaining to environmental pollution. Having sold more than 100,000 units worldwide by 2002, it was the best selling hybrid car model in the world.
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1] Annual Report, 1998, www.toyota.co.jp |
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