Intro VideoIntro Video

The Next PriusFabio CapanoDirector Product CommunicationsToyota Motor Europe

Welcome to Stockholm

2010 European Green Capital

Highest urban concentration of Prius in Europe

Yasuragi hotel – inner peace and harmony

What Prius stands for?

Full hybrid, ahead of any other mass-mobility hybrid

A technological masterpiece

A viable answer to global warming, today

Video – Prius achievementsCOTY

JD power awardsSales acceleration

Fleet sales taking off

Video – Prius achievementsCOTY

JD power awardsSales acceleration

Fleet sales taking off

57%

Prius strongly reinforces the Toyota image as …

… a company that cares about the environment

… a company that launches innovative models

70%

60%

50%

40%

30%

20%

10%

0%

60%

50%

40%

30%

20%

10%

0%

34%38%

56%

Total sample Aware of Prius

Source: Toyota survey – MM5

Total sample Aware of Prius

HSD / Full Hybrid is a core technology for the future

GasolineDiesel

GaseousFuels Biofuels Synthetic

Fuels Hydrogen Electricity

CO2 reduction Air qualityEnergy diversity

Hybrid Technology

Ultimate Eco-Car

The Right Car The Right Place The Right Time

PHV images

European customers more open to hybrid technology

Petrol Diesel Hybrid LPG / CNG EV

58%64% 62%

56%

16%24%

14%21%

12%

“Which engine type are you considering for your next car?”

2006

2008

Source: Toyota survey 2006 -2008

Not available

Taxation system becoming more favourable to low CO2 emissions

Number of European countries

2012200820062002

1814

4

18

8

Source:

Sales mix by CO2 threshold (<120gr/km) - France

1

20092007

20%

46%

CO² tax introducedTax incentives or CO² tax in discussion

Clear vehicle downsizing trend in Europe

C segment

D segment

20062006

20082008

7%7%

6%6%

upsizing

Artwork t/c

Artwork t/c

20062006

20082008

20%20%

19%19%

Downsizing

Downsizing mostly triggered by cost of ownership

2006

Source: Toyota survey 2006 -2008

2008

17%

27%

0%

5%

10%

30%

20%

15%

25%

Reason of purchase from D to C segment– weight of cost of ownership

67%

But downsizing customers are less satisfied with space and equipment …Space and equipment

of new car – satisfaction rate70%

60%

50%

40%

30%

20%

10%

0%

51%

2008

Source: Toyota surveyD C DDownsizing Segment loyal

67%

… and driving pleasure of a C-segment car

is not always in line with expectationsSpace and equipment of new car – satisfaction rate

Driving pleasure – dissatisfaction rate

70%

60%

50%

40%

30%

20%

10%

0%

35%

30%

25%

20%

15%

10%

0%

51% 26%21%

2008

Source: Toyota survey

2008

5%

D C DDownsizing Segment loyal

Prius delivering 3 key customer benefits

Driving pleasure powered by HSD / Full

Hybrid

Space, style & high tech innovations

Low Cost of Ownership

PriusUnique

Prius, the most advanced expression of mass mobility

Main development targets…

Sketch t/c wassimNeed better artwork

Latest manifestation of environmental leadership

in an upscale package

Most advanced hybrid vehicle delivering

everyday CoO benefits

Video – Prius HSDVideo – Prius HSD

WorkshopsGroup 1: What Prius delivers, and how

Group 2: What HSD / Full hybrid delivers, and how

What Prius delivers, and how

Fuel efficiency

Packaging and interior roominess

High tech features

Safety

Fuel efficiency

Outstanding fuel economy: 25 km per litre (3.9l/100 km)

World best CO2 level: 89gr/km

Aerodynamicsefficiency

Fuel efficiencyIncredibly low Cd of 0.25

MPEG WIND TUNNEL TEST VIDEO

Fuel efficiencyIncredibly low Cd of 0.25Flat underfloor surface

Vertical fins

Optimized diffusing angle

Fuel efficiencyIncredibly low Cd of 0.25Flat floor surfaceLow resistance tyres

Fuel efficiency Choice of 3 “on-demand modes”

Fill screen

Fuel efficiency Eco Drive Monitor

ECO drive indicator

1. Charge area

2. Hybrid ECO area

3. ECO area

4. Power area

ECOCHG

PWR

Improved packaging

More head room

Flat floor in second row footweel

Increased knee room

Increased loadspace

White colour priusImage’s t/c

Advanced cockpit and high tech features

Solar roof

A/C remote control

Touch tracer

Head-up display

High level of safety

Target new Euro NCAP 5-star rating

7 airbags as standard

Active headrest

Pre-Crash System & Adaptive Cruiser Control

AIRBAGS VIDEO ACTIVE HEADREST VIDEO

Pre-crash system & adaptive cruise

control

IMAGES

Life Cycle AssessmentLife Cycle Assessment

Marketing presentationTBCProduct Planning & MarketingToyota Motor Europe

From niche … to a more mainstream car

1st generation Innovator IMAGE

2nd generation Early adopters IMAGE 3rd generation Early majority

IMAGE

1st generation

2nd generation

3rd

generation

Difference between people

Innovator Early adopters

Early majority

Prius to become a new status symbol

The Next Prius

Caring for tomorrowForward thinking

Original

Same price level, more valueP

rice (

€)

Powertrain: 26 Hp more

Head-Up Display

Active Front Headrest

Knee airbag

Telescopic steering

Touch Tracer

16’’ to 17’’ alloy wheelsCurrent Prius feature model

New Prius feature model

Customer benefit

Customer benefit: 1500-2000 €

Current priusImage t/c

Low cost of ownership

UK - 3 Y/60000 miles D-segment New Prius Savings

Insurance cost 1,725 £ 1,503 £ -222 £

Fuel cost 4,877 £ 3,729 £ -1,148 £

TaxVehicle Excise Duty

0 £ 360 £ -360 £

TaxBenefit In Kind

9,982 £ 5,495 £ -4,487 £

Total saving -6,217 £

Sales to further accelerate in Europe

2008 2010

42,000

65,000

+55%

Sales start

FranceGermany

SpainUK

Netherlands

ItalyAustria

PortugalCroatiaGreeceIreland

SwitzerlandCyprus

Bosnia Herzegovina IcelandIsraelRussia

SpainPoland

DenmarkNorwaySloveniaHungaryFinlandCzechTurkeyUkraine

Kazakhstan

To be updated with latest launch dates

1st WaveJun ‘09

2nd WaveJul ‘09

3rd WaveAug ‘09

IMAGE OF PRIUS