Kicking Tires: Marketing the New Prius

You might think that the 2010 Toyota Prius would sell itself. After all, it gets an estimated 50 miles per gallon from a larger (1.8-liter) engine than its second generation predecessor. And it offers such neat innovations as an optional sunroof with a built-in solar panel that ventilates the interior while you’re away, a Touch Tracer information panel that puts data where you can see it and an “EV” button that let’s you drive a mile on the batteries alone.

But these are tough times, Toyota has actually lost money for the first time in its history, Prius sales have been down (the company sold 285,675 worldwide last year) , and the company is taking no chances in marketing its new car. A road crew called The Prius Connection is touring the U.S., connecting with likely buyers—including city agencies, subscribers to enthusiast websites such as Priuschat.com, and current Prius owners.

Tim Morrison, a corporate marketing manager for Toyota Motor Sales, was encountered at the New York City event, where three cars sat next to mahi-mahi on skewers and a ravioli station. “This is a private, non-advertised event,” he said. “We started in Detroit at the city symphony to coincide with the model unveil at the auto show January 12. We had people come from Europe and Australia. Earlier this week we were in Washington, DC, and we’re going to Chicago next week.” Los Angeles and San Francisco are also part of the intinerary.

Around the cars, women who could fairly be described as “spokesmodels” but were official “vehicle specialists” offered well-informed spiels about the virtues of the new model. Stephanie Vohlgamuth, for one, said she has worked for a Toyota subcontractor explaining the company’s cars for five years. “I’ve been all over the country,” she said.

Perhaps fueled by the open bar, the marketing techniques seemed to be working. Scott Chase, an IT guy from New Jersey, and Mark Rickey, who works in municipal sewage treatment, are both Prius owners looking to trade up. Chase, who is 5’10”, was delighted that he could slide the seat all the way back and still leave legroom for the rear passengers. Rickey played with the Touch Tracer and admired the double glove compartments that still managed to accommodate the airbag.

These PriusChat members had one complaint: the poorly located seat heater buttons. But Chase’s Prius has 175,000 miles on it, and he wasn’t going to let a minor detail deter him from a date with his local Toyota dealer.

Jim Motavalli photo