Analyse This Marketing Level 2004, 1 Promotion Highway City State 0000 18 October 2004 Mr John Citizen Marketing

Director Toyota Australia City State 0000

Dear Mr Citizen In response to your request made on 19 July 2004, I hereby attach my report containing recommendations for the required market analysis. The report provides a comprehensive analysis of the Toyota Prius, 5 seat, 5-door hatch back motor vehicle with optional i-Tech pack. The total recommended retail price of the vehicle is $46,090. There are recommendations for further research and development into the product, and improvements in placement and promotion of the product. Thank you for giving our company the opportunity to provide you with a report analysing the Toyota Prius. I would be delighted to discuss any queries you have subsequent to this report.

Yours sincerely

Student Senior Marketing Consultant

A MARKETING MIX ANALYSIS OF THE TOYOTA PRIUS Prepared for: Marketing Director

Prepared by:

Date of Completion: 18 October 2004

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Executive Summary
This report was requested by Mr John Citizen, Marketing Director, Toyota Australia. It analyses the target market and marketing mix for the Toyota Prius with the optional i-Tech pack. The target market is a middle-income earner aged between 30 to 60 years old with an environmental conscience and/or value-focus. The four elements of the marketing mix analysed are: 1. 2. 3. 4. Product Price Placement Promotion

This report draws from a number of sources including: marketing textbooks, websites, articles, interviews with a local dealership, communications with Toyota Australias marketing staff, communications with a marketing academic, personal test-drive of the product and, a review by the National Roads and Motorists Association Limited (NRMA). The Toyota Prius is a medium sized passenger vehicle focussed on new technology, quality, value-for-money, and low environmental impact. This vehicle is in a niche market with its hybrid engine technology. The price is set at $46,090, which is comparable to cars of a similar calibre. Comparisons against the Prius direct competitor, the Honda Civic Hybrid were made when appropriate. The pricing strategy for the vehicle is very effective and requires no adjustment. Improvements are required on the logistics network and considerations for further promotional activities such as, event sponsorship and increased personal selling. The product requires further research and development into manufacturing varying vehicle types such as, four-wheel drives, convertibles, family sedans and station wagons. Overall Toyota Australia has successfully identified and catered to their target market and used a very effective marketing mix for the Prius; this is evidenced by continual rapid growth in sales.

Word count: 3554

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Executive Summary ______________________________________________________ i

1.0
1.1 1.2 1.3 1.4 1.5

Introduction _____________________________________________________ 1
Authorisation ________________________________________________________ 1 Limitations __________________________________________________________ 1 Scope of the Report ___________________________________________________ 2 Toyota and the Prius Motor Vehicle _____________________________________ 2 Target Market _______________________________________________________ 3

Geographic ______________________________________________________________________ 3 Demographic ____________________________________________________________________ 3 Psychographic and Behavioural ______________________________________________________ 4

2.0
2.1

Marketing Mix ___________________________________________________ 4

Product _____________________________________________________________ 5
Core Product ____________________________________________________________________ 6 Actual Product ___________________________________________________________________ 6 Augmented Product _______________________________________________________________ 6

2.2 2.3 2.4

Price _______________________________________________________________ 7 Placement __________________________________________________________ 10 Promotion _________________________________________________________ 11

3.0
3.1 3.2 3.3 3.4

Recommendations _______________________________________________ 13
Product Recommendations ___________________________________________ 13 Price Recommendations ______________________________________________ 14 Placement Recommendations _________________________________________ 14 Promotion Recommendations _________________________________________ 14

4.0

Conclusion _____________________________________________________ 15

APPENDIX I - SWOT Analysis __________________________________________ 16 Bibliography __________________________________________________________ 17

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1.0 Introduction 1.1 Authorisation

This report was requested by Mr John Citizen, Marketing Director of Toyota Australia for the purpose of analysing the marketing mix of the Toyota Prius, 5 seat, 5-door hatchback motor vehicle with an optional i-Tech pack <http://prius.toyota.com.au>. The report will analyse the four elements of the marketing mix: 1. 2. 3. 4. Product Price Placement Promotion

Descriptions on each of the current elements will be provided, followed by an analysis of the Product (Toyota Prius, 2004 Model with optional i-Tech Pack) against each element in the marketing mix, and finish with recommendations on improvements to the current marketing mix.

1.2 Limitations
In analysing the marketing mix it was hard to ascertain some facts due the information being obtained from what seemed to be biased sources, there appeared to be a large amount of sales pitch in much of the information sourced, including external sources such as reviews. Finding factual evidence was also difficult due to the newness of the vehicle and the companys fear of competitors using their marketing strategies.

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1.3 Scope of the Report

This report will analyse the marketing mix of the Toyota Prius with optional i-Tech pack <http://prius.toyota.com.au>. It will also make recommendations for changes to the current marketing mix. There were a number of different sources used in researching this report, those include: marketing textbooks, websites, articles, interviews with a local dealership, communications with Toyota Australias marketing staff, communications with a marketing academic, personal test-drive of the product and, a review by the National Roads and Motorists Association Limited (NRMA).

1.4

Toyota and the Prius Motor Vehicle

Today Toyota is a well known motor vehicle manufacturer, making sales in more than one hundred and sixty countries such as; Japan, Australia, North America, United Kingdom, to mention a few (ANiDAS.COM, 2003). Their vehicles are designed to meet both private and industrial requirements from small to large vehicles, to vans and trucks. The Japanese Toyota Motor Co. Ltd was first established in 1937 as spin-off from Toyoda Automatic Loom Works <www.toyota.co.jp>. The Patent rights to one of the automatic loom machines were sold to the Platt Brother (UK), these profits were used to develop of Toyotas first automobile <www.toyota.co.jp>. During World War II, Toyota Motor Co. Ltd was dedicated to manufacturing trucks for the Imperial Army. It was not until 1947 that commercial passenger car production started. Today Toyota is one of the top car manufacturers with large market shares across the world <www.fact-index.com>. Prius, means to go before <www.emilis.sa.on.net>, and so after this meaningful name was carefully selected, in December 1997 Toyota unveiled the Prius hybrid car to the world. It was a sedan that combined a conventional petrol engine with a regenerative electric motor and battery to return impressive fuel economy. It or more accurately, the technology it showcased has been widely lauded as the next generation of vehicles which

Toyota Prius Marketing Mix Analysis

BUSN2010 Marketing Assignment will stretch out the finite supply of fossil fuels we depend so heavily on <www.carpoint.ninemsn.com.au>. Since the initial release the Prius has undergone a number of revisions, with new

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reproductions having refined battery, electronics and power it is now be regarded as a commercialised product rather than an experimental one with more than 100,000 delivered worldwide <www.emilis.sa.on.net>.

1.5

Target Market

The Toyota Prius (Prius) is a hybrid vehicle that belongs to the lower/medium passenger vehicle segment and is also the first mass produced hybrid vehicle, therefore the newest in the market and competition at this stage is minimal (ANDiDAS.COM, 2003). The only other company in direct competition with the Prius in Australia at this stage is Honda with its hybrid vehicle, the Civic Hybrid. The market for the Prius can be split into two groups: Business Customers (B2B) and Private Consumers (B2C) (ANiDAS.COM, 2003). The main market is B2C, making up seventy per cent of Prius sales in Australia (N Smith 2004, pers. comm., 17 September). Geographic The private buyer is likely to reside in a city or metropolitan area due to the design and features offered by the car. The prius is a standard passenger vehicle and so it is not practical for most rural conditions in Australia where consumers prefer four-wheel drive vehicles. Demographic The private consumer is either male or female and aged between 30 and 60 years old (N Smith 2004, pers. comm., 17 September). They are either married or single and likely to be an educated adult, in the middle income bracket and in a managerial or professional occupation. They are not only concerned with the environmental benefits of the vehicle,

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they also have a higher disposable income in order to be able to purchase the Prius. The consumer is not aimed have any particular ethnic or religious background (ANDiDAS.COM, 2003). Psychographic and Behavioural Within the demographic profiles three mindsets of probable buyers could be identified (ANDiDAS.COM, 2003):

1. Those who are interested in obtaining and engaging with the latest technology as soon
as it becomes available.

2. Those who recognise the environmental impact of motor vehicle emissions and would
like to do something to reduce them. This group also includes some who are often less concerned about the environment but seek to ease their conscience.

3. Those who are value conscience and realise that their fuel and vehicle maintenance
costs would be greatly reduced with ownership of a Prius.

2.0 Marketing Mix

Product Price Promotion Place

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(Source: McColl-Kennedy et al., 1994)

2.1 Product
The Atkinson cycle extracts greater energy from each pistons stroke by keeping the exhaust valves closed for its complete duration unlike a normal petrol engine. The hybrid engine uses the spare power from the motor and the rolling motion of the car to generate extra electrical energy. What this means is that this car requires far less petrol, travelling approximately 1000km (Toyota Australia, 2004) on a 45 litre tank of petrol, where as the average car travels about 250km per equivalent. The Product offers a number of optional extras such as, an i-Tech Pack, paint colour, floor mats, six-stacker CD Player and, differing interiors. This report will analyse a vehicle includes the optional i-Tech Pack, as all private purchases of the Prius in Australia in have included the i-Tech Pack (N Smith 2004, pers. comm. 5 September). The optional i-Tech Pack includes: keyless entry, starting and locking of the car, a nine speaker JBL audio system and a six-stacker CD Player, Bluetooth (wireless) capabilities for up four appliances, satellite navigation, stability control, and surround airbags <www.mynrma.com.au>.

Toyota Prius Marketing Mix Analysis

BUSN2010 Marketing Assignment There are three levels to a product:

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(Source: Kotler et al., 2004)

Core Product The core product in this instance is transport. When consumers purchase this product the most basic benefit they are seeking is a method of transportation, more specifically this product is passenger transport. In this respect the Prius is deemed to have an abundance of competitors as all modes of passenger transportation provide this benefit. Actual Product The Prius is an environmentally friendly cost efficient vehicle that gives the consumer the prestige of knowing their car has a minimal impact on the environment whilst still fitting into an image conscience society with European styling in the car design (Toyota, 2004). There area number of vehicles that aim to achieve the same type of imaging for example; Ford (Focus), Renault (Clio), and Holden (Vectra). Augmented Product Toyota offers a test drive service that customers can book online, at a dealership or via the telephone. The test drive is a personal service where one of the sales staff will accompany the potential buyer on a test drive of the vehicle and explain how all the functions of the vehicle work and how they will benefit from them. Toyota also offer a lounge area for customers to sit in and promotional videos to watch whilst they wait for any type of service

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at the dealerships and, when purchasing a Prius the customer will also receive a 3 year / 100,000km warranty. There are a large number of similarly sized and priced vehicles available in the market today however, due to the hybrid engine the Prius uses it really only has one other competitor, the Honda Civic Hybrid (the Hybrid). The Hybrid was only released this year (2004) and was aimed at the lower end of the market. Both pricing and features are lower than the Prius, even the website provides a lower level of service to the consumer. Reviews of the Prius rival found the Hybrid to be designed using cheaper materials a lack of European styling, which is currently the buyer preferred vehicle styling and performance standard was less powerful <www.auto.web.com.au>. There are many competitors delivering the same core product, passenger transport ie. Kia, Nissan, Ford, Holden, Diahatsu, Subaru. The Prius is in a niche market, they were the first in the motor vehicle industry to sell a car with hybrid technology. Toyota spent large amounts of money into the research and development on this vehicle and because of its unique hybrid technology it is very well placed on the market with only one competitor (N Sadlier 2004, pers. comm., 14 October). As more competitors enter the hybrid vehicle market there is a threat Toyota may loose its current market share. To counteract this effect Toyota should conduct research and development into releasing various types of hybrid vehicles for example, four-wheel drives (4-WDs), convertibles, family sedans, station wagons and small cars. This would enable Toyota to provide to a wider target audience.

2.2 Price
The Prius (2004) has a recommended retail price of $46,090 including optional i-Tech Pack There are also a number of other accessories that can be added, providing the buyer with the ability to personalise their vehicle.

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DESCRIPTION Prius Base Model Optional Extras i-Tech Pack Paint Colour (Sterling Silver; Merlot Red; Magnetic Bronze; Gun Olive; Crystal Blue) Carpeted Floor Mat Set (Ivory; Oak)

COST $37,990

$8,100 $215 $86 (Source: http://prius.toyota.com.au)

Prius base model Prius vehicle Anti-skid braking system (ABS) with Electronic Brake Force Distribution (EBD) & Brake Assist (BA) electronic braking safety functions Drive & front passenger airbags Cruise control

With optional i-Tech Pack Includes all base model features + Smart Entry and Smart Start functions, which involve keyless entry & pushbutton ignition A JBL radio, cassette, 6 disk CD-changer & 9 speakers Telephone controls on the steering wheel with Bluetooth (wireless) telephone compatibility Voice operated Global Positioning System (GPS) Navigation that uses satellite map data to analyse the location of the vehicle & display a map of path to chosen destination Multi-function steering wheel

White, Ebony or Bronze exterior paint colour, rear spoiler & body coloured bumpers, mirrors & door handles Front fog lamps & 15 sports style alloy wheels 3 year / 100,000km (which ever expires first) basic vehicle warranty, additional 5 year / 100,000km battery high voltage warranty Y a 5 year / unlimited km corrosion perforation warranty Air conditioning & heating Power windows Single CD-player & 6 speakers

(Source: http://prius.toyota.com.au)

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The Prius uses an Optional-Product Pricing by offering optional extras such as the i-Tech pack, floor mats and differing paint colours. The i-Tech Pack also provides a ProductBundle pricing approach by bundling the various features and accessories together (Kotler et al. 2004). The Prius is currently sold in a pure competition market, a market in many buyers and sellers trade in a uniform commodity (Kotler et al. 2004, pp. 488). In other words there are many passenger vehicles sold by a wide range of companies all competing in the same industry. Toyota where the first to release the a hybrid vehicle and it currently outclasses its direct competition, although Hondas Hybrid vehicle offers consumers a lower price of $29,990 <www.honda.com.au>. As the Hybrid technology becomes more widely accepted by consumers and more car manufacturers release their own Hybrid vehicles, the market will become more competitive and Toyota will have to become more sensitive to the pricing of competitors vehicles. As with most pricing strategies the Prius uses Value-based pricing, as does their competitor, Honda. The price Toyota has set is based on buyers perceptions of the value rather than on their costs (Kotler et al. 2004, pp. 497). The costs of producing the Prius are secondary to the consumers perception of the vehicles value; of course the costs have still been taken into account so the profit goal is achieved by Toyota Australia.

(Source: Kotler et al. 2004) The Valued-Based pricing strategy is both appropriate and effective for the Prius. Toyota has marketed the Prius at a reasonable price, comparable to other vehicles sold to a similar

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target audience. The Prius pricing has an advantage over comparable vehicles due to its environmental benefits and fuel cost savings. The Prius price level is in effect a pricing strategy as consumers often associate a higher price with higher quality. The price difference between the Prius and its competitor the Honda Hybrid will ensure that the Prius sits as the premium product in the hybrid vehicle market. The positioning is also helped by the large brand awareness of Toyota in the Australian marketplace, as opposed to Honda which has now labelled itself as lower quality brand in hybrid vehicles.

2.3 Placement
Toyota are utilising the push-pull demand strategy with vehicles being demanded then imported rather than having surplus stocks. Hyundai also employed this strategy when it first released the Excel in 1996. It was extremely successful for the Excel; it was one of the most purchased small vehicles for the following two years (M Kepui 2004 pers. comm., 13 October). The Prius is currently manufactured in Japan and then shipped to Australia:

Customer places an order for a Prius at a car dealership in Australia

Prius is manufactured in Japan

shipped to Australia

stored awaiting distribution

delivered to dealerships for sale

sold to consumers

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Although Toyota are lessening costs by implementing a vertical distribution network, the lack of manufacturing facilities and length of shipping have meant that customers have to wait anywhere from five to twelve months to have their Prius order fulfilled (N Sadlier 2004, pers. comm., 14 October). Toyota is not fulfilling the distribution requirements efficiently because demand is outstripping supply. Toyota Australia is taking orders for up to 120 Prius every month but only receiving 50 of them to distribute (V Johnson 2004, pers. comm. 9 September). In the US Toyota has recorded a backlog of a whopping 22,000 Prius orders <www.autoweb.com.au>. Toyota should consider establishing another manufacturing plant in the near future otherwise they risk losing there market share of hybrid vehicles. In analysing the viability of another plant Toyota should investigate the problems that lead Mitsubishi to close down their plant in Adelaide earlier this year (M Kepui 2004, pers. comm., 12 October). However, with the attractiveness of the new hybrid technology Toyota could use an extra plant to manufacture new hybrid vehicles with different body designs such as, 4-WDs, convertibles, family sedans, station wagons, small cars and further expand their current market share.

2.4 Promotion
Toyota (2004) describes the Prius as, a revolution in automotive development, the contemporary vehicle for the contemporary driver: concerned with minimising environmental harm and maximising economy without compromising performance. Its descriptions like this that have a psychological impact on consumers. It convinces the reader that owning this product will put them in possession of a product that is at the cutting edge of technology and style, and at the same time cares for the environment.

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BUSN2010 Marketing Assignment Toyota has used a number of forms of media to promote the Prius: Newspapers announcements The first stage of promotion for the current model Prius was a series of newspaper

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announcements. These were placed in newspapers the target audience read, these adverts were aimed at raising consumer awareness of the product (N Sadlier 2004, pers. comm., 14 October). Television advertisements Television advertising for the current Prius began at the end of 2003. There were a series of staged television advertisements broadcast in Australia. The first advert was aimed enlightening consumers about the environmental aspects of the Prius, the second was drawing their attention to the cost savings on fuel and, the third advertisement was geared at positioning the Toyota branding with the Prius (V. Johnson 2004, pers. comm., 9 September). The current television adverts still focus on branding and positioning. These adverts are shown sporadically on SBS and some commercial stations in prime-time slots. The main push is towards environmentally conscientious consumers and value conscientious consumers (N Sadlier 2004, pers. comm., 14 October). Interactive magazine advertisements A number of interactive adverts were placed in motoring and lifestyle magazines. These were fold out page adverts and some contained small fuel samples too. These adverts were aimed at informing the reader of the environmental benefits and economic value received in owning a Prius (N Sadlier 2004, pers. comm., 14 October). Internet banner advertisements (leading customer to website) Internet banner adverts directing customer the Prius website were launched across a number of websites and search engines in the initial stages of promotion. The website

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BUSN2010 Marketing Assignment provides: vehicle specifications and images; detailed pricing; articles and reviews;

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financing arrangements; subscriptions to a newsletter; brochures; dealer locations; and an online test drive booking form. The website is geared at informing the viewer of the environmental, technological, economic and prestige elements the Prius has to offer. In the current economic climate there is a big focus on one particular external factor throughout developed nations with ever increasing oil prices, petrol is becoming more and more expensive. This is one of the areas that the Prius has the advantage over the average passenger vehicle, able to promote the vehicle will consume 50 per cent less fuel than an average car, enticing consumers toward the economic value the Prius offers <www.toyota.com.au>. There needs to be more development of consumer awareness of the Prius. Honda has sponsored the Gold Coast Indy for several years now giving them great exposure of their brand, building awareness and loyalty to their products. Toyota has not included the Prius in any sponsored events. The Prius needs to be included in sponsored events so consumers can easily identify with the vehicle and see its functions. Sponsorship may also alleviate the current threat Toyota face with delay in distribution of the Prius. If consumer loyalty to the Prius is developed they will not mind waiting so long to receive their vehicle.

Recommendations
3.1 Product Recommendations

Further research and development into a variety of vehicle body designs should be carried out to investigate the possibility of expanding on the Prius current target market and to maintain their current positioning in the hybrid vehicle market.

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3.2

Price Recommendations

The pricing strategy is the most effective element present in the Prius marketing mix. The price is competitive with comparable vehicles and accurately reflects consumer perception of the Prius worth.

3.3

Placement Recommendations

Toyota Australia needs to investigate the viability of establishing at least one more manufacturing plant because there is a risk of losing the large number of would-be-customers who wish to have the Prius because it is new technology and do not wish to wait for up to twelve months to receive their vehicle. There is a danger that other competitors could take Toyotas portion of the hybrid vehicle market with faster manufacturing and distribution networks.

3.4

Promotion Recommendations

In terms of promotion Toyota should consider entering into sponsorship arrangements at some major events so people engage with the Prius by seeing how the vehicle functions, creating customer awareness whilst still maintaining Toyotas branding and generating loyalty to the product. In line with environmental initiatives the United Kingdom has offered to members of the public and businesses, Toyota Australia should propose a cash-back scheme to the Australian government, by the Australian Government to customers that purchase hybrid vehicles (ANiDAS.COM). This cash-back scheme would encourage consumers to purchase vehicles that use less fossil fuels and provide financial incentive to consumers to buy a Prius.

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4.0

Conclusion

As people begin to accept the new technology, the price of fuel continues to increase and environmental awareness grows the Prius is well positioned in the market (Australian Financial Review, 2004). Another advantage Toyota holds is that they are the first company in the world to release a hybrid engine vehicle, giving confidence to their customers in their experience manufacturing hybrid vehicles. The Value-Based pricing strategy is highly effective for the Prius and is in line with customer value-perceptions. There are a number of future external threats to the Prius. The hybrid technology is being heavily researched and developed by competitors and in the very near future a number of new hybrid vehicles will be released. Toyota should carry out research and development into producing a variety of different vehicles using the hybrid technology; this would attract a wider target audience. The current logistics arrangement has both positive and negative implications. On the one hand cars are manufactured when ordered, eliminating excess inventories but on the other, this has resulted in lengthy delays in getting the product to the customer and could cost Toyota sales. There is a lack of awareness of the Prius on the market; this could be relieved by using the Prius in sponsoring key events and encouraging customer loyalties to the vehicle as well as the Toyota brand. Overall the Toyota Prius is being marketed effectively, this is reflected by the continual increase in sales. Defects in the earlier models of the product have been realised and amended which has instilled confidence in customers that their concerns are being listened to and met. However, Toyota must continue to monitor their position on the Hybrid market as more companies adopt the technology.

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APPENDIX I - SWOT Analysis

4 Ps Product Strengths First to the market with hybrid technology Weaknesses Body design does not entice a broad range of segments Opportunities Introduce new styles of hybrid vehicles to entice other segments Threats Strong competitors in every segment; Ford, VW, Mercedes, BMW, Honda Introduction of alternative methods of transport Honda hybrid in a lower price range As hybrid vehicles are released the more Toyota is in danger of losing market ground Hondas current sponsorship arrangement have already developed customer loyalties Honda has more plants enabling faster distribution

Similar pricing to a vehicle of similar class Sales have dramatically increased over the past year Niche market highly profitable Seek cash-back offer from government to encourage reduction in use of fossil fuels Sponsorship of events Donate vehicle to popular radio/TV shows for exposure

Price

Does not attract the lower and upper income consumers

Promotion

Toyota has strong branding internationally Reliable and quality image Just In Time production ensures there is no left over inventory

Placement

Product not widely known People dont have knowledge built on functionality Lengthy delays in getting the product to the end-user due to lack of manufacturing plants

Build a plant in Australia and manufacture difference styles of hybrid vehicle

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Bibliography
ACT Government takes highest proportion of Prius, 2003, viewed 12 September 2004, <www.fleet.toyota.com.au> ANDiDAS.COM 2003, Toyota Prius; Marketing Communications Plan, United Kingdom Petrol Price Forecast to Reach $1.15, 2004, Australian Financial Review, viewed 10 October 2004, <www.ninemsn.com.au> Booms, BH & Bitner, MJ (n.d.), 7-Ps Extended Marketing Mix, viewed 12 September 2004, <www.valuebasedmanagement.net/methods_booms_bitner_7Ps.html> Butler, G, 2003, Toyota Prius (2003), viewed 19 September 2004, <www.carpoint.ninemsn.com.au> Dowling, J, 2004, Oil Prices mean its coll to be seen to be green, viewed 29 September 2004, <www.smh.com.au> History of Toyota (n.d.), viewed 2 October 2004, <www.toyota.co.jp> Honda Civic 2004, viewed 19 September 2004, <www.honda.com.au> Kotler, P, Brown, L, Adam, S & Armstrong, G, 2004, Marketing (6th edn.), Pearson Education Australia, Frenchs Forest Kerr, J, 2004, Hybrid car sales boom as oil prices head skywards, viewed 18 September 2004, Sydney Morning Herald McColl-Kennedy, JR, Kiel, GF, Lusch, RF & Lusch, VN, 1994, Marketing Concepts and Strategies (2nd edn.), Thomas Nelson Australia, South Melbourne McKinnon, B, 2003, NRMA: Toyota Prius: 1000km road test, viewed 11 September 2004, <www.mynrma.com.au> Personal Transport 2002, viewed 4 October 2004, <www.emilis.sa.on.net> Toyota Australia Online Polling 2001, viewed 4 October 2004, <www.t-bone.com.au> Toyota Increases Production by 50 Percent, 2004, viewed 2 October 2004, <www.autoweb.com.au> Toyota Motor Corp. (n.d.), viewed 2 October 2004, <www.fact-index.com>

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Toyota Prius 2004, viewed 11 September 2004, <www.toyota.com.au> Toyota Prius Records 1000 Sales in Australia 2004, viewed 26 September 2004, <www.autoweb.com.au> WA Government acquires 20 Toyota Prius Hybrid Electric Cars 2003, viewed 12 September 2004, <www.fleet.toyota.com.au>

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