What will be the Urban Cruiser EV's market position with its price?
The strategy for pricing the Toyota Urban Cruiser EV will be very important, given that it will set the competitiveness of the electric vehicle in the growing electric vehicle market. Toyota faces a challenging balancing act: So it has to be priced low enough to attract buyers who might be weighing their first EV, but still profitable and perceived as a quality product. Since the Urban Cruiser EV will compete with other electric SUVs, but also with Toyota's own hybrid vehicles which have been popular for their balance of efficiency and affordability, its price will be compared to other electric SUVs and to the price of the company's hybrid vehicles. And how does that effective price for consumers compare to the price of a gas car, particularly when you factor in government incentives for EVs in different markets? It could mean everything from the sales volume to the image of the car and ultimately Toyota’s EV strategy.
It could be a game changer if they price it right. Sounds like Toyota's brand recognition and an affordable EV. That's a winning combo.
I am afraid they will overprice it because it’s an EV. If it is to sell well, Toyota will need to resist that temptation.
They'll probably price it similarly to their hybrids. This way, they can push people towards EVs without eating into their hybrid sales too much.
We need the price low enough to overcome the first gen Toyota EV concerns some people have, but high enough to get a profit. An incentive is required to get early adopters to take the risk.
I guarantee they will price it higher than expected and explain it with all the tech features. Classic move into a new market segment.
To gain market share, they should be undercutting the competition. But Toyota can afford to take that hit in profits to get established in the EV market.
The real question is what will it be priced against the Suzuki version. That’ll tell us whether the Toyota badge actually adds value.
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Discussions and Questions What Will Be The Urban Cruiser Evs Market Position With Its Price
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