tal leadership by maintaining the performance of more than ... - Toyota

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