final toyota rav4 ev

7/31/2019 Final Toyota RAV4 EV

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Toyota RAV4 EV

DePaul University Spring 2012- Consumer BehaviorSarah Pabis- Jake Saltzman- Vanessa Guylas- Pratik Kalaria- Roksana Szweikowska


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About Toyota RAV4

Will be available late Summer 2012

Comes with standard 120- volt charging cable

Real world driving range- about 100 miles

Fitted with RAV4 V-6 engine

0-60 in 8.6 seconds

Powered by Tesla


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Research Objectives

To determine what motivates consumers to prefer hybridover electric

To understand which features are most important whenpurchasing car

To investigate how consumers feel about higher initial cost

To determine consumers overall perception of electric cars

To understand consumers reservations about electricvehicles


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The Survey

Surveyed 25 people

48% female, 48% male, 4% prefer not to say

12% age 20 or younger, 56% age 21-30, 20% 41-50, 12% 51-60

Asked other demographics such as community, level ofcompleted education, combined annual household income,marital status and number of children

40% of respondents fill up gas tank 1-2 times per week


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The Survey

75% of males would consider purchasing electric car

67% of females would NOT

71% of suburban respondents would consider purchasing anelectric car

100% of respondents with college degree concerned aboutthe environment

44% of consumers have had to adjust driving habits becauseof high cost of fuel

50% of consumers with children would consider purchasingelectric car


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The Survey

Factors most important when purchasing car:

21% price

15% gas mileage

13% brand

9% type of vehicle

48% of respondents would consider purchasing a car, butwould need more information


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The Interviews

Three respondents, all use cars on daily basis

2/3 were overall satisfied with their vehicle

2 mentioned change in driving behavior Search for cheapest gas

Change daily pattern

Spend between $20-$70 per week on gas

All three didnt go far for daily routine, one stating neverleaving 3 miles

All 3 admitted to having little or no knowledge about electriccars


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Projective Techniques

Used sentence completion and word association techniques

If I say Toyota, what do you think of?

Bad breaks, good quality, Land Cruiser, Japan, Reasonable

What do you think when I say electric car?

Slow, ugly, money, drives short distance, small

The most important thing to me when purchasing a car is. Safety, performance, styling

On a weekly basis, I generally spend.

$20, $40, $70


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Observations

Observed Tesla Motors dealership in Oakbrook, IL

Average consumer couples (heterosexual) Age 35-55

Shopping bags: Macys, Nordstrom, Tiffany & Co, Apple, J. Crew, Coach, TheLucky Brand & Banana Republic

Apple iPhone & Starbucks

Initial reaction iPad

Front & rear trunk space

Length of stay: Most under 10 minutes

10-15 minutes

Some for 30 minutes or more


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Observations

Concerns about cars:

Performance: Can it handle extreme weather conditions?Acceleration?

Limitations: What if I cant find a charging station? How longdoes it take to charge to 100%? Can I charge it at my home?

Cost: How much will I save on gas per year? How much doesmaintenance cost?


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Clients Problems

Poor perception of electric cars

Societal dependence on oil

Consumer doubts about product


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Segments- 1

Post grad and young professionals

Live in urban environments

Environmentally friendly

Age 24-35 Unmarried, no children

Commute to work is short

Active in green efforts

Recycles

Rides bikes Lives in greater L.A area

Up to date on consumer trends

Large network of reference groups

Semi active in charities and active work


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Segments- 3

Empty nesters

Retired or near end of career

Age 55 and up

Active members of community

Tech savvy, early adopters

Spends leisure time doing activities such as golfing, biking

Love traveling to new places

Main use of internet is to find deals, compare prices

Active in lives of grown children and grandchildren

Members of local country club


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Target Market Profile


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Who is the Rav4 EV Family?

Suburban family

Dual income household

Own their home

The average family has two children ages 9-12

The Rav4 EV family is active in the green movement theyrecycle, use re-usable water bottles, and work to eliminateexcess waste from the home.

Average combined yearly household income between$80,000 - $125,000


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The Toyota RAV 4 EV Family:

Located in Calabasas California,

the family lives an active lifestyle.The family spends a lot of timeoutdoors and doing familyactivities


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Where the family calls home:


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Calabasas, California Data: The average income of a family in Calabasas is: $116,000

Average household size is: 2.87

Percent of residents with a Bachelors degree or higher: 61.3%

Average home price is: $994,800


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What we know about Mom:

Does not travel more than 20 miles from home on a given day

Age between 30-45

Works in real estate or a career with flexibility to spend moretime with the kids

Active on social media platforms to maintain relationships withfriends and family

Member of philanthropy associations geared towardenriching the community

Tries to keep her family healthy and active


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What the target Mom has to say:

I want a car thats large enoughfor the entire family

The car must be safe, the safety of my children is my number

one priority

A GPS system is extremely important

I need a lot of cargo room for all thethings I have to take along with me,from groceries to hockey bags, my carneeds to be able to carry it all

I would love a carwith a sun roof,and heated seats

I try to feed the family only organicand wholesome healthy foods

When Im not busywith the kids I loverunning, and workingwith local charitiesand organizations

Facebook is agreat way to stayconnected


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What we know about Dad:

Age between 30-45

Works for a large corporation or owns his own business.

Maintains investments, and stock portfolios to make sure hisfamily is financially sound

Runs in marathons, plays golf, enjoys fishing

Keeps an eye out for current trends, likes to be ahead of thecurve and have the newest products

Donates to charities and organizations that focus onpreserving the environment


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What the Target Dad has to say:

We need an SUV, one that ispowerful and able to handle all of

our cargo needs

We need an SUV, one that ispowerful and able to handle all ofour cargo needs

I like a car that not only performswell but looks impressive

Leather seats, and a heatingsteering wheel would be nice

In my spare time, Im usually on thegolf course or taking the kids hikingor fishing

I like to maintain a healhtylifestyle to keep up with thekids

I like to get all my errandsdone in one day

I always like to have thenewest product When I drive around

clients, I want a car

thats going to impressthem


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Lets not forget about the kids:

We need room for our dog Charlie

I want a lot of room for me and myfriends

After school Im eitherat ballet class or

softball

Im on the baseball andbasketball team, I havegames every weekend

Mom and Dad areteaching us how torecycle

We always have healthysnacks in the house

Sometimes, my sister drivesme crazy, I like it when ourcars are big enough for meto have some spacebetween me and her


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Consumer Insight

Many weary about capabilities of electric cars

Speed

Range

Concerned about occasional road trip

Prefer a hybrid vehicle over an electric vehicle

Many agree that current environmental crisis is growing and thateveryone in society needs to do their part

Many consumers desire all amenities in their vehicles

GPS navigation

Safety is primary concern for target market


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Communication Recommendations

Position: everyday, family friendly, eco-friendly vehicle

USP: first all-electric SUV

4 Ps: California and Florida

Longer range battery pack

Raise awareness of tax breaks

Educate dollars per year saved on gas

Promotion:

Social media campaign following users on where their RAV4 EVtakes them

Billboards, print ads on public transportation

final toyota rav4 ev

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