Background Note | HBS Case Collection | March 2012 (Revised February 2013)

The Hybrid Vehicle Market

by Michael W. Toffel and Nazli Z. Uludere Aragon


This note describes the hybrid electic vehicle market, the results of different automaker strategies, and the environmental regulatory issues that can promote or inhibit market growth in the United States. Introduces students to the technologies and regulatory aspects of vehicles using alternative powertrains and fuels including hybrid electric vehicles, plug-in hybrids, electic vehicles, and deisel engines. Enable students to evaluate the success of the Toyota Prius, especially when used as an updated supplement to a case discussion of Toyota Motor Corp.: Launching Prius (HBS Case 706458).

Keywords: Competitive Strategy; Environmental Sustainability; Product Development; Technology; Governing Rules, Regulations, and Reforms; Auto Industry; Manufacturing Industry; Japan; United States;


Toffel, Michael W., and Nazli Z. Uludere Aragon. "The Hybrid Vehicle Market." Harvard Business School Background Note 612-084, March 2012. (Revised February 2013.)