Failure of Toyota to Market Hybrid Cars in Pakistan: Problems and Prospects

Abstract

To summarize our project it is important that the readers know our motive. Initially, the aim is to inform the audience about the Hybrid EV technology and how it has grasped the interest of people around the globe and what makes it different from the available options of transport for potential car users. The advantages from conversion to hybrid cars from fuel combusting engines have been stated and explained. Once the reader gains awareness of Hybrid technology and its benefits to households, environment, society and economies this report analyses the Pakistani market and its level of adoption towards the better and more advance alternative to fossil burning transportation. Now that the technological factor and Pakistani mindset have been co-related, it was suitable to narrow it down to a particular automotive company that possesses the advantage of fine heritage and the highest market share in the industry within the borders of Pakistan. Such a company is none other than Toyota Indus Motors which was the first registered automotive brand to set manufacturing plants in Pakistan with all rights from Head Quarters of Toyota Global Public ltd. Without doubt Toyota Pakistan has penetrated the market to such an extent that even after so many decades the name remains at number one in the auto industry. Furthermore, our concern over here was that why such an outstanding and prestigious company wouldn't put focus on a technical innovation which was growing and growing in most parts of the world with so many benefits it is rendering. Apart from this, for any new innovation to grasp interest and attention, heavy methods of Marketing is essential. Thus, the topic of this report was given birth i.e. Failure of Toyota Indus Pakistan to market Hybrid cars in Pakistan. Insights on Toyota Indus, its marketing operations and relation with hybrid cars have been shared for the reader’s knowledge. Last but not least, the report concludes with how Toyota Indus can change customer perception in the favor of Hybrid technology in their daily running vehicles. Marketing strategies and financial feasibility for the company have also been drafted with careful research in the market and help from the management within the company.