intro video. the next prius fabio capano director product communications toyota motor europe
TRANSCRIPT
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Intro VideoIntro Video
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The Next PriusFabio CapanoDirector Product CommunicationsToyota Motor Europe
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Welcome to Stockholm
2010 European Green Capital
Highest urban concentration of Prius in Europe
Yasuragi hotel – inner peace and harmony
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What Prius stands for?
Full hybrid, ahead of any other mass-mobility hybrid
A technological masterpiece
A viable answer to global warming, today
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Video – Prius achievementsCOTY
JD power awardsSales acceleration
Fleet sales taking off
Video – Prius achievementsCOTY
JD power awardsSales acceleration
Fleet sales taking off
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57%
Prius strongly reinforces the Toyota image as …
… a company that cares about the environment
… a company that launches innovative models
70%
60%
50%
40%
30%
20%
10%
0%
60%
50%
40%
30%
20%
10%
0%
34%38%
56%
Total sample Aware of Prius
Source: Toyota survey – MM5
Total sample Aware of Prius
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HSD / Full Hybrid is a core technology for the future
GasolineDiesel
GaseousFuels Biofuels Synthetic
Fuels Hydrogen Electricity
CO2 reduction Air qualityEnergy diversity
Hybrid Technology
Ultimate Eco-Car
The Right Car The Right Place The Right Time
PHV images
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European customers more open to hybrid technology
Petrol Diesel Hybrid LPG / CNG EV
58%64% 62%
56%
16%24%
14%21%
12%
“Which engine type are you considering for your next car?”
2006
2008
Source: Toyota survey 2006 -2008
Not available
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Taxation system becoming more favourable to low CO2 emissions
Number of European countries
2012200820062002
1814
4
18
8
Source:
Sales mix by CO2 threshold (<120gr/km) - France
1
20092007
20%
46%
CO² tax introducedTax incentives or CO² tax in discussion
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Clear vehicle downsizing trend in Europe
C segment
D segment
20062006
20082008
7%7%
6%6%
upsizing
Artwork t/c
Artwork t/c
20062006
20082008
20%20%
19%19%
Downsizing
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Downsizing mostly triggered by cost of ownership
2006
Source: Toyota survey 2006 -2008
2008
17%
27%
0%
5%
10%
30%
20%
15%
25%
Reason of purchase from D to C segment– weight of cost of ownership
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67%
But downsizing customers are less satisfied with space and equipment …Space and equipment
of new car – satisfaction rate70%
60%
50%
40%
30%
20%
10%
0%
51%
2008
Source: Toyota surveyD C DDownsizing Segment loyal
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67%
… and driving pleasure of a C-segment car
is not always in line with expectationsSpace and equipment of new car – satisfaction rate
Driving pleasure – dissatisfaction rate
70%
60%
50%
40%
30%
20%
10%
0%
35%
30%
25%
20%
15%
10%
0%
51% 26%21%
2008
Source: Toyota survey
2008
5%
D C DDownsizing Segment loyal
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Prius delivering 3 key customer benefits
Driving pleasure powered by HSD / Full
Hybrid
Space, style & high tech innovations
Low Cost of Ownership
PriusUnique
Prius, the most advanced expression of mass mobility
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Main development targets…
Sketch t/c wassimNeed better artwork
Latest manifestation of environmental leadership
in an upscale package
Most advanced hybrid vehicle delivering
everyday CoO benefits
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Video – Prius HSDVideo – Prius HSD
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WorkshopsGroup 1: What Prius delivers, and how
Group 2: What HSD / Full hybrid delivers, and how
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What Prius delivers, and how
Fuel efficiency
Packaging and interior roominess
High tech features
Safety
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Fuel efficiency
Outstanding fuel economy: 25 km per litre (3.9l/100 km)
World best CO2 level: 89gr/km
Aerodynamicsefficiency
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Fuel efficiencyIncredibly low Cd of 0.25
MPEG WIND TUNNEL TEST VIDEO
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Fuel efficiencyIncredibly low Cd of 0.25Flat underfloor surface
Vertical fins
Optimized diffusing angle
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Fuel efficiencyIncredibly low Cd of 0.25Flat floor surfaceLow resistance tyres
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Fuel efficiency Choice of 3 “on-demand modes”
Fill screen
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Fuel efficiency Eco Drive Monitor
ECO drive indicator
1. Charge area
2. Hybrid ECO area
3. ECO area
4. Power area
ECOCHG
PWR
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Improved packaging
More head room
Flat floor in second row footweel
Increased knee room
Increased loadspace
White colour priusImage’s t/c
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Advanced cockpit and high tech features
Solar roof
A/C remote control
Touch tracer
Head-up display
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High level of safety
Target new Euro NCAP 5-star rating
7 airbags as standard
Active headrest
Pre-Crash System & Adaptive Cruiser Control
AIRBAGS VIDEO ACTIVE HEADREST VIDEO
Pre-crash system & adaptive cruise
control
IMAGES
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Life Cycle AssessmentLife Cycle Assessment
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Marketing presentationTBCProduct Planning & MarketingToyota Motor Europe
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From niche … to a more mainstream car
1st generation Innovator IMAGE
2nd generation Early adopters IMAGE 3rd generation Early majority
IMAGE
1st generation
2nd generation
3rd
generation
Difference between people
Innovator Early adopters
Early majority
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Prius to become a new status symbol
The Next Prius
Caring for tomorrowForward thinking
Original
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Same price level, more valueP
rice (
€)
Powertrain: 26 Hp more
Head-Up Display
Active Front Headrest
Knee airbag
Telescopic steering
Touch Tracer
16’’ to 17’’ alloy wheelsCurrent Prius feature model
New Prius feature model
Customer benefit
Customer benefit: 1500-2000 €
Current priusImage t/c
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Low cost of ownership
UK - 3 Y/60000 miles D-segment New Prius Savings
Insurance cost 1,725 £ 1,503 £ -222 £
Fuel cost 4,877 £ 3,729 £ -1,148 £
TaxVehicle Excise Duty
0 £ 360 £ -360 £
TaxBenefit In Kind
9,982 £ 5,495 £ -4,487 £
Total saving -6,217 £
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Sales to further accelerate in Europe
2008 2010
42,000
65,000
+55%
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Sales start
FranceGermany
SpainUK
Netherlands
ItalyAustria
PortugalCroatiaGreeceIreland
SwitzerlandCyprus
Bosnia Herzegovina IcelandIsraelRussia
SpainPoland
DenmarkNorwaySloveniaHungaryFinlandCzechTurkeyUkraine
Kazakhstan
To be updated with latest launch dates
1st WaveJun ‘09
2nd WaveJul ‘09
3rd WaveAug ‘09
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IMAGE OF PRIUS