1. Toyota Prius A Hybrid Car By Bruce Money Student No: 437080

2. Technology found in the Prius Hybrid Synergy Drive (HSD) – Two Electric Motor-Generators – 1.5L Four Cylinder Engine – Computer Controlled Mechanical Power Splitter – Battery Pack High Solar Energy-Absorbing (HSEA) glass Low Rolling Resistance Tyres

3. Hybrid Synergy Drive Conventional Drive System; Engine (Petrol/Diesel) Electric starter motor Gearbox (Automatic/Manual) Clutch (Manual Only) Alternator Battery Conventional Drive System; Engine (Petrol/Diesel) Electric starter motor Gearbox (Automatic/Manual) Clutch (Manual Only) Alternator Battery Hybrid Synergy Drive System; Petrol Engine Two Electrical Motor-Generators Two Electrical Inverters Battery Power Split Device Silent Chain Reduction Gears Hybrid Synergy Drive System; Petrol Engine Two Electrical Motor-Generators Two Electrical Inverters Battery Power Split Device Silent Chain Reduction Gears Hybrid Synergy Drive Schematic (The Clean Green Car Company, Prius Technical Information, 2008)

4. Direct cost comparison with the Toyota Auris Toyota PriusToyota AurisDifference Body Style5 Door Hatchback Engine/Drive System 1.5 VVT-i Petrol with Hybrid Synergy Drive 1.6 dual VVT-i Petrol 5 Speed Manual Fuel Economy65 mpg39 mpg+ 26 mpg CO 2 Emissions104 g/km166 g/km- 62 g/km Top Speed170 km/h190 km/h- 20 km/h Acceleration 0- 100km/h 10.9 Seconds10.4 Seconds+ 0.5 Sec Cost£18,605.00£14,855.00+ £3750 (Toyota, Build Your Auris/Prius, 2008)

5. Cost Analysis The £3750 premium of the Prius could be attributed to a number of factors; Smaller number sold. High R&D cost. Toyota’s battery recycling programme. Material/production cost. The Prius has sold over 1 million globally since its inception in 1997 (Toyota News Release, May 2008). While this is impressive for a Hybrid Vehicle these are far lower than Toyota would expect for its more Popular Auris/Corolla models. Toyota are to pay dealers in the US $200 per battery recovered from their hybrid cars. (Hybrid Battery Q&A, Toyota). This heavily suggests that in fact the material regained through recycling the battery would be worth more than the $200 USD Toyota pay the dealers, and could indeed decrease the premium cost of the Prius. The research and development costs for the Prius would have been significant and the cost will be past onto the customers, however this may have already largely been done as the vehicle is now in its 10 th year of production. While the production cost of the Prius would have dropped since its inception in 1997, the complexity and comparatively limited production runs would keep the Hybrid Synergy Drive Systems expensive to manufacture when compared to the Auris and Corolla.

6. Cost Analysis The fact that the Prius sells despite its premium price tag is likely to be down to one of two reasons; Ethics Economics Customers may feel a moral obligation to reduce their carbon footprint, to help reduce the effects of global warming. The increased fuel economy, means that it may be possible to regain the premium paid through money saved by buying less fuel for the same distance travelled.

7. References Toyota GB. (2008). Auris / Prius Costs. Retrieved November 24, 2008, from http://www.toyota.co.uk/ http://www.toyota.co.uk/ Toyota. (2008). Worldwide Prius Sales Top 1 Million Mark. Retrieved November 24, 2008, from http://www.toyota.com/about/news/product/2008/05/15-1-prius.htmlhttp://www.toyota.com/about/news/product/2008/05/15-1-prius.html Toyota. (2006). Hybrid Batteries Q&A. Retrieved November 26, 2008, from http://www.toyota.com/html/hybridsynergyview/2006/fall/battery.html http://www.toyota.com/html/hybridsynergyview/2006/fall/battery.html Toyota. (2008). Hybrid Synergy Drive History. Retrieved November 26, 2008, from http://www.hybridsynergydrive.com/en/history.html Clean Green Car (2008). Prius Technical Information. Retrieved November 26, 2008, from http://www.cleangreencar.co.nz/page/prius-technical-infohttp://www.cleangreencar.co.nz/page/prius-technical-info