Innovation of Toyota in Hybrid

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Toyota Innovation
Lecturer: Dr. Barbara Igel
Group members: Mr. Nguyen Hoang Hai
Ms. Pham Thi Thu Hoai
Ms. Kieu Phuong Ly

1

Toyota Introduction





Established: 28 August 1937
Entrepreneur: Mr. Kiichiro Toyoda
Total unit sold (up to July 2012): 200mil cars
Company achievement:
Product development motivation
Extraordinary capability to manage large &
global product development portfolio
Launch more new vehicles than competitors
Consistently deliver winners
Continuous innovation and development
2

Prius XW10
the first Toyota’s hybrid was given to the market in December 1997

3

Prius XW10
the first Toyota’s hybrid was given to the market in December 1997

The car can run by both
the gasoline and electricity

4

Differences
Regular Car

Hybrid Car

Gasoline

Gasoline & electricity

CO2 emissions

Less CO2 emissions

Noise

Silence powering

High fuel consumption

Low fuel consumption

5

Green Prius
Make your gas last longer, Make your save last
longer and Make your dream comes true

6

The first generation

An Architecture Innovation Product

Prius XW10

7

What kind of innovation in nth Generations of Toyota Prius?

Prius V

Prius C

Prius Plug -in

Incremental innovation products
8

Competitive
Advantage

Product Development

Strategy

Process

Goals

9

Product development
strategy

 Conceiving & designing news cars
 Durability & Reliability
 Increase capital investment & shorter R&D
cycles
 Reduce market risk

10

Product Development
Process

 Fine balance between “shusa” program
leader & “bucho” functional leader
 Parallel-path development, manage design
and engineering trade-offs, and ensure
flexibility (Apollo 11)
 Good relationship with suppliers

11

Product Development
Process (…cont)

 Focus on collaboration and process
 Capturing and sharing the knowledge experience
 Monozukuri (“making products”) coming
directly from hitozukuri (“making people”)

12

Product Development
Goals

Focus on product value which perceived by
customers
Product Value
GAP

Product Cost
13

PRIUS – THE LEADER OF HYBRID CARS

PRIUS
Toyota
Time of Sales
Models
Sold units (at the end of
september 2012)

INSIGHT
Honda

1997

1999

5
(with three generation)

2
(with two generation)

2,804,900

1,000,000

14

Solution adopted by the company

Source: (Dehoff K. & Loehr J., 2007, Innovation Ability)

15

Innovation Framework (Igel B., 2012, Innovation &
Techno entrepreneurship course)

16

Source: (Dehoff K. & Loehr J., 2007, Innovation Ability)

17

Reasons

 Thick history development culture

 Toyota Way: “people is the heart and soul” &
“is the determinant of “ best practice”
approach”

18

Reasons

 “Shusa” : program manager
 “bucho”: functional manger
 Balancing authority

 Culture: the program success goal sharing
broadly through the company
19

Reasons

 Forward & back up solution are developed
simultaneously
 Ensure timeline schedule
 Culture: better product by making
innovation everyday
20

Reasons

 Investing the innovative capacities to longterm suppliers  Culture: collectivism, long-term thinking,
uncertain avoidance - HIGH

21

Reasons

 Capturing & sharing knowledge and
experience, making it available
 Management by means not by results
 Culture: better product by making
innovation everyday
22

Reasons

 “making product” emanate from “making
people”
 Culture: People is the heart & soul of
Toyota; the life of employees together with
the life of the company.
23

Reasons

 Strong
 Core values:
 Personal accountability
 Continuous improvement

 Collaboration
 Elimination of waste

24

Source: (Dehoff K. & Loehr J., 2007, Innovation Ability)

25

Apply in
Vietnam?

No
26

Source: (Dehoff K. & Loehr J., 2007,...
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