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Challenge - USA - TOYOTA to Pitch Hybrid Leadership
USA - The Car Connection, by Paul A. Eisenstein -22 Sept 2005 :-! Japan's leading automaker wants to make sure that everyone understands its lead in the emerging hybrid-electric vehicle segment. Toyota will launch a nationwide, multimedia campaign that: ... "We want to reinforce the message that Hybrid Synergy Drive is not only good for the environment because it saves gasoline, it also produces extremely low emissions,"explained marketing vice president Jim Farley... The timing of the campaign could serve another purpose... While models like Toyota's Prius sedan and Honda's little Insight sedan have been designed to maximize fuel efficiency, a number of newer hybrids, such as the Lexus RX400h and Honda Accord Hybrid, trade off mileage for performance, and that has generated a rising tide of criticism in recent months. The campaign will clearer attempt to put the focus back on the most efficient hybrids and marginalize critics...
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