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Innovation of Toyota in Hybrid

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Innovation of Toyota in Hybrid
Toyota Innovation
Lecturer: Dr. Barbara Igel
Group members: Mr. Nguyen Hoang Hai
Ms. Pham Thi Thu Hoai
Ms. Kieu Phuong Ly

1

Toyota Introduction
•
•
•
•

Established: 28 August 1937
Entrepreneur: Mr. Kiichiro Toyoda
Total unit sold (up to July 2012): 200mil cars
Company achievement:
Product development motivation
Extraordinary capability to manage large & global product development portfolio
Launch more new vehicles than competitors
Consistently deliver winners
Continuous innovation and development
2

Prius XW10 the first Toyota’s hybrid was given to the market in December 1997

3

Prius XW10 the first Toyota’s hybrid was given to the market in December 1997

The car can run by both the gasoline and electricity

4

Differences
Regular Car

Hybrid Car

Gasoline

Gasoline & electricity

CO2 emissions

Less CO2 emissions

Noise

Silence powering

High fuel consumption

Low fuel consumption

5

Green Prius
Make your gas last longer, Make your save last longer and Make your dream comes true

6

The first generation

An Architecture Innovation Product

Prius XW10

7

What kind of innovation in nth Generations of Toyota Prius?

Prius V

Prius C

Prius Plug -in

Incremental innovation products
8

Competitive
Advantage

Product Development

Strategy

Process

Goals

9

Product development strategy  Conceiving & designing news cars
 Durability & Reliability
 Increase capital investment & shorter R&D cycles  Reduce market risk

10

Product Development
Process

 Fine balance between “shusa” program leader & “bucho” functional leader
 Parallel-path development, manage design and engineering trade-offs, and ensure flexibility (Apollo 11)
 Good relationship with suppliers

11

Product Development
Process (…cont)

 Focus on collaboration and process
 Capturing and sharing the knowledge experience
 Monozukuri (“making products”)
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