Marketing Strategy of Toyota Energy-Saving Vehicle in UK Market Essay

Marketing Strategy of Toyota Energy-Saving Vehicle in UK Market - Essay ExampleThe investigator states that alternative qualification news gives a range of definitions of energy- economic system fomites indicating that an energy saving vehicle has one or more of the following qualities. A stop-start engine, with is a standard internal combustion engine which turns itself off when the railroad car comes to a stop. A hybrid vehicle which combines a standard internal combustion engine with powered technology, allowing the car to select the most efficient source of power through an onboard computer. Finally, there ar cars which spend entirely from an electrical source based upon current battery technologies. At present Toyota produces and securities industrys two models of energy saving vehicle in the UK each of which has a slightly different merchandising mix. The Prius is Toyotas airplane pilot hybrid model and is aimed at the mid-upper end of the market for family cars. The ca r is marketed as a product which is environmentally friendly and gives the consumer long-term cost savings with low MPG consumption rate. The car is currently marketed in quaternion specifications ranging in price from 21,000 to 27,000. While the performance figures for the car in terms of fuel consumption are a significant selling feature of the model and see the cost of running far lower than many other vehicles on the market. Critics indicate that there are also other energy saving vehicles on the market which far higher levels of performance when it comes to the issue of cost savings. With the Toyota Prius now entering its twenty-five percent generation, one may consider that the product is entering the maturity stage of the product lifecycle. Consumers no long see the Toyota Prius as a radical innovation but a practical way of enjoying inexpensive motoring from the perspective of running costs. Toyota Auris represents the second model of energy saving vehicle to be introduc ed to the UK market by Toyota. Like its predecessor, the Toyota Prius the car makes use of hybrid engine technology to deliver a vehicle with low running costs and other financial benefits such as low tax duties. However, the marketing mix and target audience for the Auris model is slightly different to that of the Prius.