Blue Ocean Strategy Case Study

Toyota’s Prius: A Revolution or a Fad?

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Abstract:
In the late 20 th century, the growth of the global automobile industry was declining as it faced over-capacity and saturation. The industry needed something new to reinvent and revitalise itself. Toyota Motor Company became the first to take a step in this direction by launching the 'Prius'. Unlike the gasoline-only-powered vehicles, the Prius was a hybrid automobile with a dual power source and ultra low emissions. With the rise in fuel prices and environmental concerns, sales of the Prius also increased and it gained popularity among public. However, with hydrogen being hailed as the next major source of energy, the future of the hybrid automobiles was uncertain.

Pedagogical Objectives:

• To discuss whether the hybrid vehicle will revolutionise and recharge the automobile industry in the 21st century or will it be relegated to the past as a passing fancy of environment enthusiasts

Keywords : Automobile industry, Innovations in the auto industry, Toyota Motor Company, Marketing Strategies Case Study, Prius, Hybrid automobile, Toyota hybrid system (THS II), Mass production, Gasoline electric motor, Motor trend car of the year 2004, Honda insight, General Motors and Ford, Clean burning fuel, Revolution or fad, Hydrogen fuel cell, Hydrogen vision

Contents: 
History of Hybrid Automobiles
Innovations in the Auto Industry
Toyota’s ‘Prius’
A Revolution or a Fad?
Financial Performance Analysis of the leading car companies
Hydrogen and fuel cell technology
Vehicles in the 2004 ‘Motor Trend’ Car of the Year competition
Alternative-fuelled vehicles in the US