Low maintenance and operating Cost: Why consumers purchase Toyota? The simple answer is that Toyota’s cars are distinctive with the properties of low operating cost. For example, a
survey carried out by Toplin Strategy Group in 2007 has revealed that 73% of Prius
owners had bought Toyota Prius because of financial incentive to purchase the vehicle
such as lower sticker price or lower operating cost than other choices. (Marketing Green,
2007) Similarly, based on 45% highway driving and 55% city driving with annual 15,000
miles Toyota Prius has been proved to be the most fuel efficient car than any of its
competitors such as Honda Civic Hybrid, Ford Escape Hybrid, and Lexus GS 450. (Fuel
Economy, 2008).