Toyota Launching "Huge" Effort In Prius Production & Promotion - FT

[hatrack]

I wonder if GM will respond with a concept car . . .

Toyota is set to launch a huge campaign to expand mainstream North American demand for its Prius hybrid petrol-electric car. Although the Prius is already the top-selling hybrid vehicle, demand has so far been concentrated in environmentally conscious communities, such as big cities on the east and west coasts, and university areas.

“Prius will be one of our top five products at the volume level”, Jim Farley, head of marketing at the carmaker’s US subsidiary, said in an interview with the Financial Times on Sunday. Mr Farley said the budget for the latest marketing drive would be on a par with the launch of an all-new model, typically between $80m and $100m. The campaign will include hybrid clinics at Toyota dealerships across the country, and displays at state fairs, science museums and other locations designed to reach a wider cross-section of car buyers.

Toyota sold 107,000 Prius models in the US last year. The total was little changed from 2005, but Mr Farley ascribed the flat sales largely to the carmaker’s inability to meet orders. Output of the Prius, which is built in Japan, was boosted by 50 per cent last autumn to satisfy demand. Mr Farley said: “We’re going from a pull situation to where we are in push mode”.

One hurdle facing Toyota is a recent drop in the federal hybrid car tax credit applicable to the Prius from $2,600 to $1,500 per vehicle, after sales reached the cap set by regulators for the full credit. The Prius is the only vehicle that has reached the cap. Jim Press, head of Toyota’s North American operations, said the company was lobbying for improved tax credits not only for hybrid buyers but also for plants producing hybrid vehicles and parts.

EDIT

http://www.ft.com/cms/s/dbf6a9c4-9e7f-11db-ac03-0000779e2340.html

[trogdor]

1. K&R

[proReality]

2. I'm looking forward to the day...

when they're on the lots for a test drive. We wanted one, but there was a six month waiting period and no guarantee that we'd get the color or options we wanted. According to the dealer, it was a "take what they send us on a first come, first serve basis or wait for another six months with you fingers crossed." It's impossible to wait when you need a car immediately.

[skids]

3. Buy in December.

The dealer found me the color and kit I wanted and was eager to sell.