Prius is a green centric mid sized hatchback hybrid vehicle owned by Toyota. Prius is the world’s best selling hybrid because not only do they sell you the means to get from point A to point B, they sell you an experience, a feeling, a status. The experience of driving a Prius is unapologetically defined in noiselessness, precision, dynamic safety, and technological intuitiveness. The feeling of Toyota Prius is that of being an efficiently green, force-of-good on the road. And finally, the status of owning a Toyota Prius is a social symbol of being politically correct that displays to everyone that you care about the earth and aren’t afraid to show it. Prius is an IIHS Top Safety Pick vehicle, averaging an astounding average 51 MPG, that starts at an affordable $24,200. Its versatility comes in the form of four different models: the original Prius, the Prius c (for cities), the Prius v (a bigger vehicle with extra space), and the advanced Prius Plug-In. They have shown outstanding durability and are being introduced as taxis in several large metropolitan centers including New York, Chicago, and San Francisco. Toyota Prius’ seamless ability to switch from gas engine to electric battery power can save each individual taxi an average of 5,000 gallons of gasoline each year. In this, with rising prices of gasoline and increasing fuel efficiency standards, Toyota Prius is becoming the de facto standard in consumer hybrid vehicles.
Prius is developed and manufactured by the automaker Toyota. Their mission statement is “To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.” Not only have they become enormously successful in America, but they’ve also expanded their vision around the globe. Introduced originally in Japan in 1997, Prius is now sold in 80 countries, with the largest markets being in Japan and United States. As of June 2013, over 3 million Prius have been sold. Our marketing plan is to emphasize an expansion into the Chinese market utilizing Prius taxi models as means of entry. Currently, China’s taxis are sometimes varied by region, but ubiquitously the 1995 Toyota Comfort model. Not only are the eighteen-year old taxis models due for an upgrade, Prius is conveniently made by the same company for a smooth transition. We plan to work with the Chinese government and the taxi companies to negotiate a subsidy and incentive to replace their Toyota Comforts with Toyota Prius taxi models. Our plan to introduce Prius Taxis throughout China solves several of China’s concerns. Prius taxis not only produce lower emissions and smog, but they also are significantly more efficient with fuel and can curb China’s oil dependence. Major Chinese cities like Beijing are currently looking to issue more taxi licences as a solution for the increasing congestion on the roads. Having have a greater number of taxis, fuel efficient and noiseless albeit, Prius taxis will also increase customer comfort and reduce the need of owning a car, thus releasing a large portion of China’s traffic problem. Our plan, to be set into motion immediately, is to introduce Prius taxis to China via overseas manufacturers in the United States and Japan. Around 2020, when Prius Taxis in China have proven their worth, we will look to establish domestic dealerships for consumer demand. Near 2025 we will look to create Toyota Manufacturing plants near Beijing, Hong Kong, and Shanghai, and by 2026, we hope that our full implementation will create a self sustaining Prius business model for the Chinese market.
Words in Motion 