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Automotive Blog

One reason for Toyota's "green" image




If one accepts the theory that customer perceptions of automobile makes are influenced at least in part by what customers see on the road, then it is easy to understand why Toyota is perceived as an environmentally friendly, "green" car brand. As shown on the nearby table, Toyota has dominated the U.S. hybrid market for so many years that the number of hybrid Toyotas on the road far out-distances those of any other make. 

Consider the following:

  • Toyotas account for two-thirds of all hybrids on the road - car or light truck
  • Toyota Corporation hybrids (Toyota or Lexus make) comprise 73% of all hybrids on the road
  • By itself, Prius makes up more than half (52%) of all hybrids on U.S. highways
  • By itself, Prius comprises 91% of all hybrid-only models on the road (including Volt, CR-Z, FCX, Insight, CT200h, HS and Prius)

The last fact listed above means that more than nine out of every 10 vehicles on the road (which are recognized as hybrids because of their unique designs) are Prii, strengthening the link in drivers’ minds between Prius, Toyota and hybrid technology.

Looking ahead, all automotive forecasts say the industry will move towards smaller and more fuel-efficient vehicles, which should work in favor of Toyota because of its established image as a fuel-efficient make. And, with its strong customer loyalty numbers, Toyota will be seeing many more returning hybrid drivers than its competitors.

Hybrids on the Road by Make

Posted by Tom Libby,  PolkInsight Advisor, Polk (10.14.2011)
 

About The Author

Tom currently uses his passion for the auto industry to serve as a Solutions Consultant for IHS Automotive's Loyalty Practice. His past roles here include Sr. Forecasting Analyst and PolkInsight Advisor (he worked for two years in Polk’s Woodcliff Lake, New Jersey office). Tom's other interests include reading, gardening, sailing and running. Aside from Detroit and New York, Tom has also lived in Los Angeles, Denver, and Boston, where he drove a taxi for two years. Tom has also traveled extensively in the United States and overseas, including an overland trip across Asia after graduating from college. Tom is inspired by people who practice what they preach and enjoys socializing with friends that he's met throughout his career and from school.

Tom is a past member of the Board of Directors of the Society of Automotive Analysts (SAA). During the 2009 calendar year, Tom was President of that organization. He is an active member of the Automotive Press Association, and in the past has written a blog for the online version of the Detroit Free Press. Tom has a bachelor's degree in history from Amherst College, an MBA with a marketing concentration from Columbia University and once served as an Adjunct Professor of Market Research at Pepperdine University in Malibu, California.


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