teams have created a unique and fully integrated media plan. Broadcast
and print advertising combined with interactive, outdoor and lifestyle
marketing are fully synthesized within a campaign that strives to
intrigue the buyer to make the intelligent choice, without compromising
comfort, convenience or performance.
campaign theme, "PRIUS / genius", is not only reflective of
the new technology, but of the creative web-based marketing approach.
The inherent challenge of marketing new technology to a new audience led
TMS marketing to utilize a unique tactic. For nearly two years, the
campaign has revolved around developing a dialogue with interested
consumers. This resulted in a pool of over 40,000 interested consumers
or "handraisers" in industry speak. These prospects were given
early access to the Prius microsite(http://toyota.com/prius) and its
special order feature.
before arriving in showrooms across the country, nearly 1,800 of the
revolutionary Toyota Prius have been sold via on-line purchase requests.
Toyota dealers started placing U.S. orders for the world's first
mass-produced gasoline/electric hybrid vehicle on June 30, 2000. The
site officially opened to the public on July 14.
enthusiasts have been following the development and availability of this
new technology for more than two years", said Steve Sturm, vice
president of marketing for TMS. "We wanted to reward the
enthusiastic reception for Prius among these early intenders by offering
them the first opportunity to submit an on-line purchase request."
orders will be finalized by dealerships on a first come/first serve
basis, with initial deliveries arriving in August.
order for consumers to evaluate the Prius for an extended length of
time, not just a short test-drive, 100 percent of the initial build will
be allocated to a special dealer rental program. Interested consumers
will be able to drive a Prius for up to one full day. This special demo
program will begin in mid-July with the arrival of Prius at over 900
for the future, Prius is the world's first mass-produced vehicle to use
a combination of electric and gasoline power to boost fuel efficiency
and dramatically lower exhaust emissions. In addition to complying with
all current clean air regulations, Prius also meets California's strict
Super Ultra Low Emissions Vehicle (SULEV) standards. With a SULEV
certification, Prius is 90 percent cleaner than the average car on the
engineers are just as concerned about the air inside Prius as they are
with the outside atmosphere. The sedan is so conscious of air quality
that it won't even have an ashtray.
coincide with Prius's summer introduction, interior comfort is enhanced
by a layered air conditioning system that encompasses upper and lower
tiers of circulation for maximum efficiency. And, when the car is
stopped under normal driving conditions, the engine is turned off and
the air conditioner compressor typically ceases operation, further
reducing fuel consumption.
stylish, roomy four-door five-passenger sedan, Prius requires no
charging stations, nor any change in consumer driving habits. With more
than 35,000 already on the road in Japan, the Prius is a commercial
success. Prius, with such standard features as ABS brakes, air
conditioning, power windows and AM/FM cassette stereo system, arrives in
U.S. showrooms starting mid-July and is priced at $19, 995 MSRP. The
price also includes an eight-year/100,000 - mile battery and hybrid
system warranty, plus a free seven-day/24-hour roadside assistance.