Toyota Motor Corp.: Launching Prius

Case Solution

Forest L. Reinhardt, Dennis Yao, Masako Egawa
Harvard Business School ()

In 1995, Hiroshi Okuda, president of Toyota Motor Corp. considered pushing for a more aggressive launch of the Toyota Priusan car, which incorporates Toyota’s new, technically advanced hybrid powertrain. This go-to-market decision allows for a discussion about the importance of the Prius in Toyota’s overall product strategy and explores topics ranging from market structure to competitive advantage and dynamics.

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