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Attain leadership by having highest quality hybrids ? build on already established quality superiority. Emphasize in communications that hybrids are built to Toyota standards and need infrequent service.
2. Increase production of SUVs and also minivans for the American market. Large vehicles rule those roads.
3. Offer free or low-cost training to mechanics. Provide a service station locator on their web site. Offer coupons, in conjunction with mechanics, for consumers who might have to drive some distance for service.
4. Divide advertising into four segments and tailor messages accordingly: 1) Environmentalists (current messaging) 2) People seeking to be on the cutting edge (feature-oriented messages) 3) parents ("Leave your children a greener planet...
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