ABSTRACT
The rising popularity of hybrid vehicles in the United States signals a dramatic shift in the composition of automobile demand on the part of consumers. Worldwide sales have exceeded one million since the car’s introduction in 1997 (Globe and Mail, May 16, 2008). The Prius appears quite popular in Japan where it was first introduced. Since its entrance into the US market in 2001, the Prius has attracted strong consumer interest. A decline in Japanese sales in 2001 and 2002 can be attributed to the need to ramp up production for the US market. The Prius has less than five per cent Toyota brand vehicle sales in Japan. By contrast, US sales of the Prius expanded more rapidly.
