Camry Hybrid Case Study丰田凯美瑞混合动力案例研究

1、Camry Hybrid Study 凯美瑞混合动力研究1Launch information 上市信息Toyota Camry HEVs were launched in 12th Apr 20103 Models：2Hybrid Technology 油电混合科技强劲动力 Strong driving force 更低油耗 Low fuel consumption非凡静谧 Extraordinary quiet洁净排放 Environmentally friendly emmision核心技术 Core Technology:2.4L VVT-i高性能阿特金森高性能循环发动机同步交流电动机

2、、发电机，高功率HV镍氢蓄电池电子无级变速系统（ECVT）2.4L VVT-I High-property Atkison Cycle EnginesSynchronous AC Motor, generator, high power HV Nickel hydrogen batteryElectronic continuously variable transmission system四大领先优势 Four leading edge：动力提升13.8% 13.8% power improved油耗降低41.7% Fuel consumption reduced by 41.7%废气降低7

3、5%以上 More than 75% emission reduction噪音降低22.2% Noise reduced by 22.2%最大功率140千瓦 Max Power:140Kw百公里加速时间9.5秒 Acceleration time of hundred kilometers.综合油耗仅为6.0L/100Km Integrated Fuel consumption:6.0L/100Km only3Positioning 定位42011 200E Elite 185,8002010 200G Classic 192,8002011 200G Classic 193,80021222

4、32530241819202010 200G GHIA202,8002011 200G GHIA203,8002010 200G GHIA NAVI 223,8002010 200G G-book 231,800Whole product Line Price Range Camry 2.0LCamry 2.4L2010 200E Elite 182,8002010 240G Classic 214,8002011 240G Classic 215,8002010 240G GHIA 226,8002011 240G GHIA 227,8002010 240G GHIA NAVI 247,80

5、02010 240V Extreme 253,8002010 240V Extreme NAVI 273,8002010 240V G-Book283,8002010 240HG GHIA319,8002010 240HV Extreme339,8002010 240HV G-Book 364,800Price:10,0005Current Market Performancehybrid models only accounts0.6% of total Camry volume Source: 2010 JD Power Net tease New Energy Auto Survey6P

6、rint ad Apr May Jun Jul Aug Sep ATL Overall Timeline 线上时间总览TVCCamry Hybrid synergy drive, 15s凯美瑞混合动力，15秒Camry Hybrid synergy drive, 凯美瑞混合动力2010DigitalCamry Hybrid synergy drive Launch凯美瑞混合动力上市7Print adATL Overall Timeline 线上时间总览TVC2010Oct Nov Dec Jan Feb Mar 2011Adapt Print改编广告TVC adapt version15s电视

7、片改编版 15秒DigitalMiddle-high environment pioneer, Camry Hybrid power中高级车环保先锋 凯美瑞混合动力Middle-high environment pioneer, Camry Hybrid power中高级车环保先锋 凯美瑞混合动力8TVC 电视广告 VO: There are more choices for you. The new 2010 Camry launch gorgeously.旁白:更多选择更贴近您，2010款凯美瑞隆重登场Super: The gorgeous launch of 2010 Camry字幕:

8、2010款Camry凯美瑞隆重登场Version: 15 second版本: 15秒Date: Mar.2010日期：2010年3月9TVC 电视广告 VO: Pure power, leading technology, to create a luxurious mood. Environmentally-friendly technology flagship, Camry Hybrid synergy drive.配音: 纯净动力，领先科技，开创豪华心境。环保科技旗舰，凯美瑞混合动力Super: One sedan, one name card; one sedan, one resp

9、onsibility. Power upgraded 13.8%, fuel consumption reduced 41.7%, emissions reduced more than 75%, noise reduced 22.2%. Toyota hybrid synergy drive. 字幕：一部车，一张名片；一部车，一份责任。动力提升13.8%，油耗降低41.7%，废气降低75%以上，噪音降低22.2%。Toyota油电混合动力系统Version: 15s版本: 15秒Date: Apr.2010日期：2010年4月10Adapted TVC 改编电视广告 Duration: 15

10、” 长度: 15秒 VO: pure power and advanced technology create luxury advanced tech. Camry mixed power.配音：纯净动力，领先科技，开创豪华先进，环保科技旗舰。凯美瑞混合 动力Super: one car one card. One car one responsibility. The power will increase 13.8% and oil-consumption will decrease 41.7%. The exhaust gas will decrease over 75% and th

11、e noise will decrease 22.2%.字幕：一部车，一张名片。一部车，一份责任。动力提升13.8%，油耗降低41.7%。废气降低75%以上，噪音降低22.2%。Date: Mar 2011日期：2011年3月11HL: One sedan, one name card; one sedan, one responsibility. Power upgraded 13.8%, fuel consumption reduced 41.7%, emissions reduced more than 75%, noise reduced 22.2%.标题:一部车，一张名片；一部车，一

12、份责任。动力提升13.8%，油耗降低41.7%，废气降低75%以上，噪音降低22.2%。Key message: Environmentally-friendly technology flagship, Camry Hybrid synergy drive.主要信息：纯净动力，领先科技，开创豪华心境。环保科技旗舰，凯美瑞混合动力Date: Apr-May, 2010日期：2010年4-5月Print Ad 平面广告 12HL: Camry Hybrid synergy drive，Environmentally-friendly technology flagship, 标题: 凯美瑞混合动

13、力，环保科技旗舰Key message: Camry Hybrid synergy drive，Environmentally-friendly technology flagship, 主要信息：凯美瑞混合动力，环保科技旗舰Date: Apr.2010日期：2010年4月Print Ad 平面广告 13Adapted Print Ad 改编平面广告 H/L: A car, a name card; a car, a responsibility.Power lifted by 13.8%Fuel consumption lowered by 41.7%Noise reduced by 22.

14、2%Exhaust gas reduced by 75%标题:一部车，一张名片；一部车，一份责任.动力提升13.8%油耗降低41.7%噪音降低22.2%废气降低75%Date: Mar 2011日期：2011年3月14Online Ad 网络广告 H/L: 2010 Beijing Auto ReportEnvironmental & Scientific Flagiship, Camry Hybrid标题:2010 北京车展快讯CAMRY 凯美瑞混合动力Date: Apr 2011日期：2011年4月15Online Ad 网络广告 H/L: A car, a name card; a ca

15、r, a responsibility.Enviromental Flagship, Camry HybridPower lifted by 13.8%Fuel consumption lowered by 41.7%Noise reduced by 22.2%Exhaust gas reduced by 75%标题:一部车，一张名片；一部车，一份责任.环保科技旗舰 凯美瑞混合动力动力提升13.8%油耗降低41.7%噪音降低22.2%废气降低75%Date: Apr 2011日期：2011年4月16Online Ad 网络广告 H/L: Which car, Power lifted by 1

16、3.8%?Which car, Fuel consumption lowered by 41.7%?Which car, Noise reduced by 22.2%?Which car, Exhaust gas reduced by 75%?Environmental Flagship, Camry Hybrid in glory launch标题:什么车，动力提升13.8%什么车，油耗降低41.7%什么车，噪音降低22.2%什么车，废气降低75%环保科技旗舰 凯美瑞混合动力尊荣上市Date: Apr 2011日期：2011年4月17Online Ad 网络广告 H/L: Camry Env

17、ironmetal-protection Classroom标题:凯美瑞环保大讲堂Date: Oct 2011日期：2011年10月18Online Ad 网络广告 H/L: Camry Environmetal-protection Classroom标题:凯美瑞环保大讲堂Date: Oct 2011日期：2011年10月19Online Ad 网络广告 H/L: Middle-high environment pioneer, Camry Hybrid power标题:中高级车环保先锋 凯美瑞混合动力Date: Jan 2011日期：2011年1月20Media Part21Summary

18、 总结22Implications to Hybrid IndustryHistory Review of other hybrid modelsCurrent status of hybrid marketFuture forecast with some factors23Implications to Hybrid IndustryCurrent status of hybrid marketOther hybrid modelsFuture megatrend forecast24Current status of hybrid marketStatus / market performance Key purchasing barrierSource: 2010 JD Power Net tease New Energy Auto Su