Toyota has recently found themselves in a very unique place, as the demand for the Prius has significantly outgrown the supply. However, instead of having user’s wait on a long waiting list, they have come up with a unique marketing strategy to keep new potential customers happy, while still rewarding their current Prius Owners. Used Prius cars are actually selling at prices that are equal or higher than the original sticker price.
Most interesting is:
” Some auto dealers are going so far as to contact owners, offer to buy the cars back at their original sticker prices and resell them at a higher price, presumably ringing up profits twice for the same car, Mr. Libby said.”
The most intriguing part of this study was that “Acxiom found that four out of five Prius are new to Toyota Motor Sales USA.”
With GM looking for new ways to win customers, while still keeping their current Owners happy, this has proven to be an incredible marketing technique by Toyota that has seemed to occur naturally based on the success of the Prius.
