Prius hybrid vehicle is lower/medium passenger cars segment; however, the Prius is among the first mass-produced hybrid making it’s market new and competition very light in Africa. The Honda Insight is the only other hybrid car in the same market as Prius but does not offer the same convenience and efficiency. The Insight is designed as a two-seat sports car. However, despite being a type of Hybrid, Prius aims to provide comfort as any C segment vehicle provides; thus, the Prius competes with any other C segment vehicle. The target market and the audience being Africa, Prius is determined to fill the market as a comfortable, cost-effective motor vehicle with reduced fuel consumption.
The shift in customer changes brought about a market gap in Africa that demands a cost-effective automobile that provides comfortability, has the capacity to carry more than two passengers, and does not consume fuel excessively. C segment vehicles satisfy some of the needs.
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