I've been watching TV lately and noticed that Toyota has been running a lot of commercials lately promoting how fuel efficient their cars are. "9 out of 10 Toyota cars get 30MPG." Nowhere in this commercial does it mention the Prius, their most fuel efficient vehicle. It has been about a year since the vehicle has been released. Its doubtful that Toyota just overlooked the car. It is their most fuel efficient car! Its also their only car popular enough to have a waiting list. Therefore I think the omission is intentional, unless there are TV commercials for the 2004 Prius which I havent seen.
My paranoid mind has come up with a conspiracy scenario as to why Toyota did this. Prius was meant to be a public beta test vehicle for their THS Synergy drive that will soon be used in their upcoming vehicles (Lexus RX400h, Highlander, and 2006 Camry, high profile names that must be as close to perfection as possible). The Prius was never supposed to catch on (hence low initial production numbers). Toyotas goal is to produce hybrids models with this technology for their more of their fleet by mid-decade (next year). Testing out new technology in a limited market is to be a shield them from souring customers of their high profile cars if something doesnt perform as planned or marketed.
The Prius with its unexpected appeal is a problem Toyota didn't plan for, its unexpectedly popular! As a public beta test vehicle it was supposed to be limited to few people with low enough interest that it could be quietly phased out when the other hybrids that are in the works arrive. The problem is Prius as it is now is popular, and could eventually cut into the established buyer market for of the Camry and Corolla. Toyota doesnt know what it should do because these are their bread and butter cars. Prius has better mileage than a current Corolla and the interior space of the Camry. But Toyota will have a hybrid Camry and Corolla soon, because they feel obligated to do so. First their direct competitor Honda and its Accord will be in a hybrid form by next year second, these are their best selling cars, what better way to gain acceptance for a technology than to put it in your most popular cars? Corolla will only follow in the hybridization trend if it could be done at a low enough price point to fit the Corolla buyer market.
What will happen to the Prius when hybrid Camry and Corolla hit the market? It would put it in direct competition with Toyota's two best selling sedans. It will be a car in the crowded middle that offers benefits of both yet excels at neither. The Camry is larger and more able to serve customers that want some more comfort and a name theyve known for years. The Camry will have to come with a more powerful engine than available in the Prius to compete with the Accord Hybrid with its V6 engine, yet remain frugal with consumption. The current Camry its not exactly a guzzler right now at 24/33 on the I4. The THS system has provided double the city mileage for the Prius with an engine the same displacement as the Echo, and gave a 20% boost on highway (in an 800lb heavier car). Corolla is a lighter, smaller, and cheaper car than the Prius. If they streamline (more aerodynamic) more it might be able to attain higher mileage figures than the Prius because it is already smaller and lighter. This higher mileage figure would take the crown and biggest benefit of owning a Prius away. What happens to Prius then? It will have to fight against two established winners with while trying to be both at the same time.
Of course I could be wrong because this is a significant diversion from what we are all thinking. There are other plausible reasons for Toyota not advertising the Prius. It could bring them bad press because if more people tried to buy a Prius now. With the current waiting list and Americas I want it now mentality, it could kill all interest in the car because you just cant have it now. But it will still be on the minds of potential buyers even if they eventually bring up production of the car to meet demand. Another possibility is that the marketing people feel that the Prius is selling well enough that it doesnt need anymore help (commercials cost money). The current commercials could be Toyotas way of reminding the public that they make other cars besides the Prius that gets good mileage. Only Toyota knows the real reason for leaving the Prius out of its advertising, without more information all I can do is speculate.
My paranoid mind has come up with a conspiracy scenario as to why Toyota did this. Prius was meant to be a public beta test vehicle for their THS Synergy drive that will soon be used in their upcoming vehicles (Lexus RX400h, Highlander, and 2006 Camry, high profile names that must be as close to perfection as possible). The Prius was never supposed to catch on (hence low initial production numbers). Toyotas goal is to produce hybrids models with this technology for their more of their fleet by mid-decade (next year). Testing out new technology in a limited market is to be a shield them from souring customers of their high profile cars if something doesnt perform as planned or marketed.
The Prius with its unexpected appeal is a problem Toyota didn't plan for, its unexpectedly popular! As a public beta test vehicle it was supposed to be limited to few people with low enough interest that it could be quietly phased out when the other hybrids that are in the works arrive. The problem is Prius as it is now is popular, and could eventually cut into the established buyer market for of the Camry and Corolla. Toyota doesnt know what it should do because these are their bread and butter cars. Prius has better mileage than a current Corolla and the interior space of the Camry. But Toyota will have a hybrid Camry and Corolla soon, because they feel obligated to do so. First their direct competitor Honda and its Accord will be in a hybrid form by next year second, these are their best selling cars, what better way to gain acceptance for a technology than to put it in your most popular cars? Corolla will only follow in the hybridization trend if it could be done at a low enough price point to fit the Corolla buyer market.
What will happen to the Prius when hybrid Camry and Corolla hit the market? It would put it in direct competition with Toyota's two best selling sedans. It will be a car in the crowded middle that offers benefits of both yet excels at neither. The Camry is larger and more able to serve customers that want some more comfort and a name theyve known for years. The Camry will have to come with a more powerful engine than available in the Prius to compete with the Accord Hybrid with its V6 engine, yet remain frugal with consumption. The current Camry its not exactly a guzzler right now at 24/33 on the I4. The THS system has provided double the city mileage for the Prius with an engine the same displacement as the Echo, and gave a 20% boost on highway (in an 800lb heavier car). Corolla is a lighter, smaller, and cheaper car than the Prius. If they streamline (more aerodynamic) more it might be able to attain higher mileage figures than the Prius because it is already smaller and lighter. This higher mileage figure would take the crown and biggest benefit of owning a Prius away. What happens to Prius then? It will have to fight against two established winners with while trying to be both at the same time.
Of course I could be wrong because this is a significant diversion from what we are all thinking. There are other plausible reasons for Toyota not advertising the Prius. It could bring them bad press because if more people tried to buy a Prius now. With the current waiting list and Americas I want it now mentality, it could kill all interest in the car because you just cant have it now. But it will still be on the minds of potential buyers even if they eventually bring up production of the car to meet demand. Another possibility is that the marketing people feel that the Prius is selling well enough that it doesnt need anymore help (commercials cost money). The current commercials could be Toyotas way of reminding the public that they make other cars besides the Prius that gets good mileage. Only Toyota knows the real reason for leaving the Prius out of its advertising, without more information all I can do is speculate.
