Automakers Marketing More Fuel Efficient, Compact Cars
January 16, 2012
As the U.S. automotive industry emerges from one of its worst sales periods on record, factories continue to retool in an effort to make and market vehicles that reflect new customer demands. This strategy is creating jobs in the so-called “green car” industry, but eliminating othe
rs.
After 15 years on the assembly line, Detroit autoworker Nicole Current is about to become unemployed.
“I make truck axles, so as the auto industry tries to get away from the larger size vehicles, and tries to get to more fuel efficient, more economical vehicles, and gas prices being where they are with what product we make, it makes it extremely difficult when in the actual economy, people aren’t buying trucks,” Current said.
People are instead buying cars like the gasoline electric hybrid Toyota Prius. Toyoto Communications Manager Greg Thome says it is one of the automaker's most popular models.
“The Prius has done really well. We expect our sales this year to grow incrementally as far as Prius is concerned, because we are growing from one Prius model to a family of four models,” Thome said.
Toyota debuted the more compact Prius C at the 2012 North American International Auto Show in Detroit. Michigan.
Thome says the Prius C reflects post-recession customer demand for cheaper vehicles that don’t cost as much to fill up.
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