Toyota to postpone plug-in Prius?
Not until 2014?On Monday, Toyota is going to provide an update on when it plans to begin selling plug-in hybrid vehicles.
In previous, official plug-in conversations, Toyota has indicated that its launch date would be 2012, however, there are now rumors that the launch date is going to be moved back to 2014.
I can't believe Toyota would be that stupid. Today, plug-ins aren't about sales, they are about marketing and public relations. If Toyota can't keep pace with the rest of the pack on plug-ins, the PR nightmare than will ensue will be far worse than the losses on producing 10,000 or 20,000 plug-in hybrids per year.
If Toyota hopes to maintain their green mojo, they better bring a plug-in to market by 2011.
Labels: plug-in hybrid vehicles, toyota
posted by Dahcredyns at
12:32 PM
5 Comments:
Toyota, to me, is more about building vehicles that meet and exceed expectations.
People don't buy their vehicles for their "hot" styling or "sporty" appearance.
People buy Toyota because they want a reliable car that will last and have frugal operating costs.
I think Toyota would be a fool to damage that reputation by bringing a car to market that does not deliver on what it promises and plug-ins are clearly promising something.
What this tells me is that Toyota KNOWS that the plug-in technology is NOT ready for prime-time and they are not going to fall on their reputation sword to rush it to market.
Good for them!
Larry, what are you talking about? Toyota built the all electric RAV 4 EV 12 years ago and they are still going strong.
Toyota knows how to build EV's and if it wasn't for CARB backing down 10 years ago, we would be well entrenched in the EV marketplace at this point.
Toyota can easily market a plug in Prius, TODAY, simply by adding an additional NiMH pack. Quite simple and not that much extra cost.
Toyota's RAV 4 EV delivered mightily and proved to the world that electric vehicles are viable, desirable and a great alternative to IC engines.
All I can say is that when Toyota chooses one strategic direction over another - that they're usually right and that most of their strategic decisions are separated in analysis from their PR and marketing decisions - unlike some of their competitors.
I'll tell you what impresses me.
When one auto company says they won't be ready to produce a VIABLE plug-in until 2014 or later and another company says they will produce a VIABLE plug-in in 2010.
One is spectacularly wrong and their company will suffer financially or competitively or both from the error.
Given the above scenario - I vote for Toyota's path.
Here's a quiz for you doubters.
If you had to bet money (and you actually can in the stock market) - who would you put your plug-in money on?
I can't believe you want hype over sensibility. I think Toyota's transparency is a strength. Hasn't the Volt crap pissed all of us off enough? Why are you condoning hype at a time when the auto-buying world needs a slap in the face of reality.
Toyota's management seems pretty sage to me. They are pretty good about delivering on their plans and promises. Detroit continues with the hype. If you think hype is harmless, consider how much hype is in your GM warranty ...
Toyota has officially stated that its battery technology is safe and reliable for phevs. Cost-effectiveness, they have claimed, is the issue.
Well, neither the Volt nor the Leaf are going to be cost-effective, but they are coming to market before a plug-in Prius.
If Toyota has the technology, why not put to market in a limited available vehicle?
Yes, GM has over-hyped the Volt, but that hype has been beneficial to GM. Sure, if the Volt fails badly, then that hype will really hurt GM. If, however, the Volt is simply cost-ineffective, but reliable, it will drive customers into GM. It will create the perception - as it already has for some - that GM has surpassed Toyota on some technological level.
Overall, I agree with Toyota's pragmatic, under-sell and over-deliver record, but giving GM too much of a lead on this technology - even if more about marketing than sales - is not pragmatic in my opinion.
Today, the Prius might bring someone into a Toyota showroom, but whom ultimately buys a corolla or base camry instead. The Prius has been about more than just Prius sales, and plug-ins will have that same effect.
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