The other ev model that toyota will launch only for

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value proposition. The other EV model that Toyota will launch (only for the US market) is a Segment J SUVthat will be developed in partnership with the US luxury electric carmaker Tesla Motors. The performances of this vehicle in terms of range (160 Miles) broadens the possibilities of use but restricts the targeted customer profile to late early-adopters with a higher purchasing power. Serving more need of few buyers is known as a needs-based positioning, and conditions the activities requested for this specific customer value proposition. The two different approaches of Toyota regarding the EV industry are coherent with its current product portfolio: Segment Jrepresents a 19%of its production and it is mainly focused on NAFTA (50%) and Chinese (21%) markets. Toyota offers three hybrid modelsin Segment J (two Toyotas, one Lexus) and a complete offer of eighteen ICEmodels under all group’s brands except Scion. The evolution in production of this segment has been +33% (2005-2011) and it is forecasted to grow another 15% from 2012 to 2020. Being the second segment in importance among the group (just 2% far from leading Segment C), and the specific weight of Segment J in both a mature market and an emergent economy, the approach of Toyota can be classified as consistent: it aligns technology mastering(participation in Tesla), core segments, core marketsand product portfolio. Regarding Toyota’s offer in Segment A, the product portfolio presents six ICE models (four Daihatsu and two from Toyota). This segment represents just a 5% of the production of the group and it is focused on Eastern Asia (72,7% of total sales in 2010) and Western Europe (25,7%) and its evolution in production has been -2,13% (2005-2011) and is forecasted to be +41,32% from 2012 and 2020. The EV offer of the group for this segment is limited to the electric version of the Toyota IQ, the urban two-seat car concurrent to the popular Smart Fortwo from Daimler. This approach makes sensebecause profits from a platform already existing and lies on a technology suited for the use this kind of vehicle may have. It is important to observe that due to the variables still existing on EV’s technologies, Segment A will be the validation platformfor most of the products from classical and new OEMs. The riskthat Toyota assumes with this product in a segment with low specific weight is low and therefore acceptable. An outside analysis seems to indicate that Toyota discarded to become a straddlerand develop in parallel several alternative power train technologies. Although that the first Toyota Prius appeared in 1997 in parallel with the semi-prototype electric RAV4 EV (only in California), the fact that Toyota discontinued the project few years later, seems to indicate that the group observed some incompatibilities among both activities or internal limits in coordination or control. The trade-offsamong the activities, led to a deeper internal development of the hybrid technologies that has positioned Toyota as the leadingOEM in this field. In this sense, resuming the RAV4 EV project in partnership with Tesla World Electric Vehicle Journal Vol. 5 - ISSN 2032-6653 - © 2012 WEVAPage 0934

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