Opening up a fully new segment is very risky, but if you succeed, you have the marketplace for oneself although competitors attempt to catch-up. Toyota did it in 1997 with the introduction of the hybrid Prius. Now that vehicles with decreased fuel consumption and low carbon emissions are being forced upon carmakers, everybody is following Toyota’s example.
But why spend a fortune to attempt to develop a new technology when there is already one available? In August, Ford created a deal with
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