INTRODUCTION
The growing dependence of many countries, especially the USA and Europe on the imported oil and the daily increase of oil price and the heightened concern on the global warming and the environmental pollutions which has forced many car manufacturing companies to study the new and innovative techniques in solving this very important issue.
Toyota as the world's third car manufacturing company and the first in Japan has introduced a new era in the vehicles history.
Initial hydrogen, fuel cell and pure electric vehicles were not much successful as they were all very expensive and not very efficient. The true electric vehicles did not have the required standards of an American car buyer because they cost a lot, around US$ 30,000 on a compact car, and the batteries were not able to run the car for a long distance before recharging it.
However, the new innovative hybrid electric vehicles which are introduced by Toyota, Honda, GM, Ford and Chrysler are very good alternatives to the traditional gas-powered automobiles.
English: Toyota Prius V hybrid electric car exhibi...
2004-2007 Toyota Prius photographed in College Par...
English: Toyota Prius Hybrid, Miami, FloridaHybrid Electric vehicles can recharge themselves as you drive and get approximately double miles per gallon of gas than the current gas-powered automobiles and can be refueled at any gas station.
Each hybrid vehicle can save thousand pounds of pollutants per year in the air and many environmental experts consider it as a turning point on the air pollution.
Honda Insight and Toyota Prius are the main hybrid electric vehicle players in the US market. However, both Honda and Toyota are producing other brands such as Toyota Camry and Honda Civic. Although Honda Insight has entered the market earlier and has a better fuel usage system, Toyota Prius has much higher sales volume and it is more recognizable.
This article is studying the successful marketing reasons and challenges which Toyota Hybrid...