Toyota Environmental Sustainablity Report
Toyota Environmental Sustainablity Report
Toyota Environmental Sustainablity Report
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Emotional<br />
Rational<br />
Engine type affinity<br />
Hybrid<br />
Diesel<br />
Petrol<br />
Preference<br />
-20 -10 0 10 20 30 40<br />
Rejectors<br />
The social and emotional benefi ts of owning and driving a<br />
Hybrid over a conventional engine start to become more<br />
clear among the car-buying population.<br />
Perceived Hybrid Benefits<br />
Socially responsible<br />
Trendsetter<br />
Emphasising a different lifestyle<br />
7% 13% 6%<br />
9% 21% 11%<br />
7% 22% 7%<br />
Complex<br />
Relaxed<br />
Fun to drive<br />
Supporters Committers<br />
% applies to<br />
Advanced<br />
Living<br />
Silent/Easy/Clean<br />
Affordability<br />
Quality/Reliability<br />
Our latest research shows that there is growing acceptance for Hybrid technology.<br />
In 2010 we started to turn our mid-term Hybrid product<br />
strategy into sales action. The launch of Auris HSD in mid-<br />
2010 was a landmark, marking the fi rst full Hybrid produced<br />
in Europe. Orders exceeded expectations with over 30% of<br />
Auris customers choosing Auris HSD.<br />
19%<br />
29%<br />
33%<br />
0% 10% 20% 30% 40% 50% 60%<br />
Hybrid Diesel Petrol<br />
Belonging to the Future<br />
Being part of the solution<br />
Zen<br />
21 st century driving pleasure<br />
Smart<br />
Choice<br />
Worry-Free<br />
Ownership<br />
Almost one out of fi ve new car<br />
buyers would prefer a Hybrid<br />
powertrain in their next vehicle,<br />
one third of them would change<br />
their make and model preference<br />
to ensure their next car is a Hybrid<br />
(Committers).<br />
Source : <strong>Toyota</strong> Hybrid Af nity Study 2010<br />
Even without personal driving<br />
experience of Hybrid vehicles,<br />
many European car buyers are<br />
beginning to understand the<br />
social and emotional benefi ts<br />
of a Hybrid powertrain.<br />
Source : <strong>Toyota</strong> Hybrid Af nity Study 2010<br />
<strong>Toyota</strong> European Sustainability <strong>Report</strong> 2011 I <strong>Environmental</strong> Performance<br />
29