Toyota Hybrid: Not A Moment To Lose

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Context

Europe 2017: this should be Toyota's moment.

VW had been playing fast and loose with calibration of its diesel car emissions, a scandal labelled 'Dieselgate', leading Governments and regulators to ban diesels from many city centres, and hit them with extra tax (fig.i). In theory, as sales of diesel cars fall, hybrid should be the beneficiary.

Toyota was the leading manufacturer of hybrid cars, ergo, Toyota's moment.

Unfortunately for Toyota, consumers had other ideas.

Figure 1: Diesel's demise

The Hybrid Challenge(s)

20 years earlier, in 1997, Toyota had launched one of the first hybrid cars -a Prius - with...

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