Market Essay

5215 words - 21 pages

IntroductionIt has been recognized that encouraging the adoption of environmentally friendly products is a key challenge for the behavioral scientists. This appears to be why there has been a great deal of research into the reasons behind this adoption. This project seeks to add to this knowledge by exploring the reasons that drive adoption of environmentally friendlier automobiles, specifically, the petrol-electric hybrids that are gaining popularity. This information may potentially be valuable to increase adoption rates for other environmentally friendly products and ideas.Company BackgroundToyota Motor Sales, U.S.A., Inc., was formed Oct. 31, 1957, establishing its headquarters in a former Rambler dealership in Hollywood, Calif. Sales began in 1958 and totaled a modest 288 vehicles - 287 Toyopet Crown sedans and one Land Cruiser. Enthusiasm turned to gloom when it was found that the Toyopet, a sturdy vehicle with quality features and room to spare, was woefully underpowered and overpriced for the American market. Toyopet sales stalled and were discontinued in 1961. The legendary Land Cruiser, which quickly gained a reputation as a durable, all-terrain vehicle, carried the Toyota flag in the United Sates until 1965 when the Toyota Corona arrived.Corona, the first popular Toyota in America, was designed specifically for American drivers. With a powerful engine, factory-installed air conditioning and an automatic transmission, Corona helped increase U.S. sales of Toyota vehicles threefold in 1966 to more than 20,000 units. As more Americans discovered the quality and reliability of Toyota products, sales continued to soar. By July 1967, Toyota had become the third-best-selling import brand in the United States. The thrifty Corolla was introduced in 1968 and, like the Corona, was a huge success with American drivers. Corolla has since become the world's all-time best-selling passenger car, with over 30 million sold in more than 140 countries.As Toyota celebrated its 25th anniversary in America during 1982, it opened a new national sales headquarters complex that it occupies today in Torrance, Calif. Toyota's success continued, and in 1986, it became the first import automaker to sell more than one million vehicles in America in a single year, racking up sales of 1,025,305 cars and trucks. That year also marked the company's debut as a manufacturer in the United States, with the rollout of the first Toyota car built on American soil. The vehicle, a white Corolla FX16, was produced on Oct. 7, 1986, at the New United Motor Manufacturing, Inc. plant, a joint venture with General Motors.Since then, Toyota has established many other vehicle and parts plants in North America. By the end of 2011, Toyota will operate 14 plants across North America, including facilities in the states of California, Kentucky, Indiana, West Virginia, Alabama, Tennessee, Texas, Missouri and Mississippi.Through the strong efforts of its associates in Japan and around the...

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