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Toyota Prius a Hit with Average and Green Consumers |
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Monday, 02 June 2008 |
The Toyota Prius - a cool, comfortable and sleek car endorsed by celebrities like Leonardo DiCaprio and Gwyneth Paltrow is attracting more then "deep green" consumers. The Prius' ability to reach the general consumer is a result of well calculated advertising campaigns. Through out the seven years that Prius has been available, the company has made every effort to target the mainstream audience and not just the green consumers, even though the Prius is definitely a green car. So, how has Prius reached the average consumer?
First, the car has been well thought out both in technology and it's
stylish and unique silhouette. The car provides comforts that is
usually reserved for vehicles such as BMW's and has features such as a
dashboard monitor that reports how many miles per gallon the car is
driving. This specific feature has clear environmental benefits while
making the ride fun for the driver.
Subsequently, the advertisers focused on the quiet ride the car
provides, while supplementing the campaign with endorsements from
groups such as Sierra Club and National Wildlife Federation reinforcing
the green benefits of the car. Then, when gas prices rose, the
advertisers focused their campaign on the cars fuel efficiency.
Toyota Prius knew the key to selling their green automobile was to
reach out to the average consumer - after all if we had a choice
between a green car that delivers all we are looking for and a non
green car with the same features, most of us would chose the green car.
The Prius' advertisers did just that. They were able to deliver all the
benefits of the automobile without simply pointing out the
sustainability features.
Read the full story at Ad Age
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