PRODUCT INNOVATION

2. CONTENTS
WHAT IS HYBRID CAR
BRIEF HISTORY
WORKING & FUNCTIONING
TOYOTA PRIUS
 MARKETING STRATEGY
SWOT ANALYSIS
WHY PRIUS WAS NOT SUCCESSFUL IN INDIA
UPCOMING HYBRID CARS
NEED OF HYBRID VEHICLE IN INDIA

3. WHAT IS A HYBRID CAR?
A HYBRID CAR is a car that uses two or more
distinct power sources to move the car.

4. HISTORY
• In 1901, FERDINAND PORCHE developed first
gasoline-electric hybrid automobile in the
world
• The hybrid-electric vehicle did not become
widely available until the release of the
”Toyota Prius” in Japan in 1997.Came in U.S in
2000

5. The hybrid-electric vehicle did not become widely
available until the release of the ”Toyota Prius” in
Japan in 1997.Came in U.S in 2000.

6. Other than normal cars at the time of braking hybrids
cars convert the excess kinetic energy into electricity
which is stored into the battery

8. FUNCTIONING
 Hybrid cars have two motors, one is run by
diesel or gasoline and other one by electric
motor. Both these motors function together
to make the car run
 When the car gets slow speed the charge
(current) is supplied through the electric
motor while the power is supplied by high
speed gasoline motor.

9. TOYOTA PRIUS
The Reason for Choosing the word : Prius is
a Latin word meaning "before". According to
Toyota, the name was chosen because the Prius
was launched before environmental awareness
became a mainstream social issue.
Prius :First mass-produced hybrid vehicle in Japan
in 1997 and was subsequently introduced
worldwide in 2000.
The Prius is sold in almost 80 countries and
regions, with its largest markets being those of
Japan and the United States
World’s best selling Hybrid car.

10. MARKETING STRATEGY

14. WHY PRIUS IS SUCCESSFUL?
 Prius is the “first mass produced hybrid” therefore
the market for this kind of car is very new and
competition very light. The Honda Insight(1997) is
the only other hybrid car that is currently on the
market but not offering the same convenience. The
Insight is designed as a two-seat sports car
 The Prius aims to provide the same comfort that any
other segment car(Petrol and Diesel) provides

16. STRENGTHS
LOWER EMISSIONS
BETTER MILEAGE
REDUCE DEPENDENCE ON FOSSIL FUELS
BETTER FOR ENVIRONMENT

17. WEAKNESS
 HIGH COST
RISKY IN ACCIDENTS
BATTERIES ARE NOT RE-USABLE
DISPOSAL OF BATTERIES
AVALIABILTY OF SERVICES

18. OPPORTUNITIES
Can gain from first movers advantage in hybrid
segment.
Acquiring collaborations with automobile
business entities.
Augment distribution and servicing network

19. THREATS
Higher maintenance costs may defer the
customer
Competition offering innovative features
at lower price
New entrants in the same segment with
better features and lower price

20. WHY TOYOTA PRIUS WAS NOT
SUCCESSFUL IN INDIA?
 They did not launch the vehicle well,
Marketing was not done. They Lacked
marketing Strategies.
They Targeted High Income Group.
Price of the vehicle was VERY HIGH.

21. UPCOMING HYBRID CARS IN INDIA
Tata is planning to launch Hybrid Version
of Tata NANO.
Toyota is Coming with Toyota Etios Hybrid.
Maruti Suzuki: Maruti Swift Hybrid
Version

22. WHY HYBRID VEHICLE IN INDIA?
National Electric Mobility Mission Plan 2020
It is a detailed plan based on an in-depth primary
data study conducted jointly by government,
automotive industry and academia/research
institutes.
 The NEMMP is vital for reducing our dependence
on fossil fuels, 80% of which is imported leading
to massive foreign exchange deficit
Target
To put 6-7 million EVs on road by 2020; 4-5
million are expected to be two-wheelers.