Filed under: EV/Plug-in, Toyota, AutoblogGreen Exclusive, EVS
Last week, Toyota unveiled the all-new RAV4 EV and announced two important numbers: a $49,800 MSRP and a sales target of just 2,600 over the next three years. There's more to the story, though, as told to us by Bob Carter, group vice president and general manager of Toyota Division at Toyota Motor Sales U.S.A. The short version is that Toyota has taken the Prius lesson incredibly seriously.
We are the first to market with an SUV and we think that counts for quite a bit.
To wit: in creating the new Prius family, Toyota listened to the Prius rejectors about why they were not going to buy a Prius. They wanted more room (now see the Prius V) or a lower price (Prius C). Carter said that the strategy worked, and that 79 percent of Prius C buyers and 67 percent of Prius V buyers are new to hybrid technology. The Prius Plug-In went through the same process, going on the road for over two years before launch. The hybrid represents Toyota's "small battery approach to electrification" and has sold surprisingly well thus far. With the RAV4 EV, Carter said, "We've created a compelling product," with "full toyota quality," he said. Even though the RAV4 EV went from concept to production in less than two years. A typical vehicle takes almost four years. "There was no template for this project. There were no guidlines. Just a challenge to bring to market a premium EV. Toyota and Tesla engineers both rose to that challenge," he said.
Continue reading EVS: Why Toyota set sales numbers for RAV4 EV at just 2,600
EVS: Why Toyota set sales numbers for RAV4 EV at just 2,600 originally appeared on AutoblogGreen on Mon, 14 May 2012 11:54:00 EST. Please see our terms for use of feeds.
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