PHOTO CAPTION: Toyota's Yundong Shuangqing II hybrid concept is based on the Corolla.

Toyota's Strategy to Dominate China's Hybrid Car Market

Of the 22 million cars sold in China last year, only 3,000 of them were hybrids, Toyota aims to change that situation.

Published: 27-Jan-2014

Nearly 22 million people bought new vehicles in China in 2013, but electric-gasoline-hybrid vehicles found only 3,038 takers. As people buy more cars in China, controlling pollution and managing oil imports is becoming a huge challenge for the country. The government sees eco-friendly vehicles as a possible solution to this problem, and offers subsidies on electric and other alternate-fuel vehicles. Strangely, it has kept hybrids out of its subsidy programs.

See also: Solidiance Recommends Strategy Change to Improve Electric Car Acceptance in China

But the story may change before long -- automakers have already started formulating their strategies for China's hybrid market. Toyota (NYSE: TM ) , the pioneer in hybrids, has sensed a big opportunity in the country, and made a series of announcements. Can Toyota develop a viable market for its hybrid cars in China?

Toyota's game plan
Toyota has sold more than 1 million hybrids across the world in the last nine months, and more than 90% of the sales have come from Japan, North America, and Europe. Oddly, there is no demand from China, which is the world's largest auto market.


Pair of Hino/Toyota developed electric trucks with refrigeration units.

Co-developed with Yamato Transport and Hino Motors, pair of small electric truck will be trialed for one year in two separate wards of Tokyo.

Toyota i-Road Concept is two-passenger electric urban runabout.

Toyota i-Road is an ultra-compact, tandem two-seater electric vehicle designed with nimble mobility of a motorcycle and enclosed safety and comfort of an automobile.

Toyota i-Road Concept on display at 2013 Geneva Auto Show.

Seventy i-Road Personal Mobility Vehicles will initially be deployed in shared mobility project in the Grenoble region of Switzerland.


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