The Hybrid Vehicle Market

Posted: 7 May 2012

See all articles by Michael W. Toffel

Michael W. Toffel

Harvard Business School

Nazli Uludere

affiliation not provided to SSRN

Date Written: April 5, 2012


This note describes the hybrid electric vehicle market, the results of different automaker strategies, and the environmental regulatory issues that can promote or inhibit market growth in the United States.

Learning Objective: Introduce students to the technologies and regulatory aspects of vehicles using alternative powertrains and fuels including hybrid electric vehicles, plug-in hybrids, electric vehicles, and diesel 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).

Suggested Citation

Toffel, Michael W. and Uludere, Nazli, The Hybrid Vehicle Market (April 5, 2012). Harvard Business School Technology & Operations Mgt. Unit Case No. 612-084, Available at SSRN:

Michael W. Toffel (Contact Author)

Harvard Business School ( email )

Boston, MA 02163
United States
617.384.8043 (Phone)

Nazli Uludere

affiliation not provided to SSRN ( email )

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