In 1995, holds Hiroshi Okuda, president of Toyota Motor Corp., whether to push for a more aggressive launch of the Toyota Prius – a car that Toyota built the new and technically advanced hybrid powertrain. This launch decision allows discussion of the importance of the Toyota Prius in overall product strategy and explores issues of market structure to competitive advantage and competitive dynamics.

In 1995, holds Hiroshi Okuda, president of Toyota Motor Corp., whether to push for a more aggressive launch of the Toyota Prius – a car that Toyota built the new and technically advanced hybrid powertrain. This launch decision allows discussion of the importance of the Toyota Prius in overall product strategy and explores issues of market structure to competitive advantage and competitive dynamics.
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from
Forest Reinhardt,
Dennis Yao,
Masako Egawa
Source: HBS Premier Case Collection
22 pages.
Release Date: 13 January 2006. Prod #: 706 458 PDF-ENG
Toyota Motor Corp.: Launch Prius HBR case solution