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A Comparison of Toyota and Honda Hybrid Vehicle Marketing Strategies |
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Introduction Recognizing consumer demand for better fuel economy and reduced emissions, both Toyota and Honda have introduced hybrid vehicles to the American market. Toyota introduced the Prius to the U.S. in 2000. Honda began selling the hybrid two-seater Insight in the U.S. in 1999. U.S. Sales in the hybrid vehicle industry have increased over 570 percent since model year 2000 1 . Today, hybrid vehicles hold a 1% market share in the U.S., 2 and there are three models of hybrid vehicles dominating the market: the Toyota Prius, Honda Insight, and the Honda Civic Hybrid.
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