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Their ads after introduction went further by stressing tag lines such as "When it sees red, it charges"
The company's value proposition does all to differentiate the Prius and Toyota as "environmentally friendly", also appealing to those consumers who complain about gasoline prices. The value proposition does much to stress on the technology aspect of the car, reaching out to the "techies".
Toyota has determined that the common denominating of an un-met need here, which is, that North Americans love their cars and readily accept change ? especially if it is based on material comfort and their physical well-being...
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