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PESTLE Analysis on Toyota Hybrid Vehicles
JitHuat Tan, Wen Ling Chua, Chee Kong Chow, Mei Ching Chong, Boon Cheong Chew
Faculty of Electronics and Computer Engineering
UniversitiTeknikal Malaysia Melaka
Hang Tuah Jaya, 76100 Durian Tunggal, Melaka, Malaysia.
kyo_3344@hotmail.com, wenlinn88@hotmail.com, vincentchow_ck6891@hotmail.my, mc_paige@hotmail.com, bcchew@utem.edu.my
Abstract
The development of an advance and safer hybrid car
technology is necessary in today’s market due to the
shortage of fossil fuel and global warming problem.
The objectives of this paper are to investigate and
identify the factors and rationales that move Toyota
into hybrid vehicle production. PESTLE analysis is
used to analyze the collected secondary data.
According to PESTLE analysis, there are several
reasons that affect Toyota to produce hybrid car. Based
on the PESTLE analysis, all the factors are reasonable
to support Toyota move to hybrid vehicle production.
Key word-Toyota, hybrid car, PESTLE analysis
1. Introduction
In the last couple of years, automotive industry was
coming up with great innovations nowadays in order to
fulfill the demand of the market [1]. The most recent
innovation was mainly focus on the aspect of
environmental and energy utilization issues. Therefore,
hybrid car has been introduced.
Hybrid car technology is type of technologies that made
the vehicle utilize at least two different power sources
in order to move the car. In general, the hybrid car type
which available in the market is hybrid electric vehicles
(HEVs) such as Toyota Prius Hybrid and Honda Civic
Hybrid. A HEV is using the combination of the internal
combustion engine with electrical motors to make the
vehicle move. Its dual engine characteristic will
improve the fuel efficiency and even help in increasing
the performance of the vehicle.
However, the conventional cars run on a single fuel
resource namely gasoline, petrol and diesel. Due to the
arising issues regarding the shortage of the natural
resource in world-wide recently, the conventional cars
are not longer to meet for the future demand. In fact,
researchers have invented some alternative energy
technology like the electric car. Despite to its
disadvantages where the electric car was found that it
was unable to carry out long distance driving and the
problem regarding the frequent recharges issue. Thus,
the hybrid electric car technology is actually combine
the benefits of both conventional fuel powered car and
electric car.
But, there will involve large amount of money in order
to invent and develop a new technology. So, what are
the rationales that move automakers, such as Toyota to
into hybrid vehicle production?
The research objective of this paper is to investigate the
rationales that move Toyota into hybrid vehicle
production and to identify its related factors by using
PESTLE analysis.
2. Literature Review
PESTLE analysis is a structure for planning, presenting,
and report writing, it is also an analytical tool to
consider external factors and help in the analysis of the
impacts. Basically, PESTLE is mainly used to identify
and summarize environmental influences on an
organization to help it assess actual and future strategic
contexts [2]. Besides that, it is also a useful tool for
understanding the external macro environment in
which involved. PESTLE helps organization adapt
proactively to ever changing environment and allows
forward thinking so that issues are anticipated in
advance [3]. Moreover, PESTLE analysis can help to
take advantages of the opportunities and minimize the
threats. PESTLE can help to avoid strategies that may
be doomed to failure for reasons beyond control.
A recent study which conducted by Jarzabkowskiet
al.,(2011) regarding the use of strategic management
tools which included PESTLE among the group of
tools that were most widely used by practitioners in the
world of business. Although the authors comment that
given its relatively high current use (47% of
respondents usage or have used this tool) it is, at the
same time, considered a statistical outlier in that 30%
of respondents claiming unawareness [4].
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2.1 Political
Factors may be altered by the government’s influence
on a country’s infrastructure. Factors include the
current and potential influences from political
pressures and hence, the stability of the industry’s
environment and the cost of operating will be affected.
Political factors often impose costs upon organization
such as taxes. The governments are often trying to
protect firms in their countries from foreign
competition through tariffs and import restrictions, and
to encourage their development through cheap loans
and large government contracts.
2.2 Economic
Factors include local, national and world economic
impact. Rates of economic growth, unemployment and
interest rates will affect the spending power of
consumers and businesses which bring the impact on
the nature of competition in an industry. Other
important economic factors relate to the supply of and
demand for key inputs, such as oil, metals, minerals,
and skilled labor.
2.3 Social
Factors include the ways in which changes in society
affect the project. The growing consumer assertiveness
and intolerance of poor quality are the social factors.
The increasing of average household income with
corresponding reduction in the time available to spent
it. The other social factor is cultural aspects, health and
safety consciousness, population growth rate, age
distribution.
2.4 Technological
Factors include how new and emerging technology
affects our project / organization. The technological
factors are including maturity of technology,
competing technological developments, research
funding, technology legislation, and new discoveries.
The information technology, internet, global and local
communications can be easily access by user
nowadays.
2.5 Legal
Factors include how local, national and global
legislation affects the project. All the organizations
have adjusted their products and ways of operation to
the different regulatory and legislative frameworks that
can govern their product areas and countries in which
they are active.
2.6 Environmental
Factors include local, national and global
environmental issues. The general environment
problem such as global warming and pollution are the
environmental factor in PESTLE analysis. The concern
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on global warming has resulted in global agreement on
emissions of greenhouse gasses. Another
environmental effect of a project is on the community
that surrounds it [5][6][7][8][9].
3. Methodology
Figure 1: Proposed Research Process in Flow
Chart
First of all, we need to define the research problem.
This will help us to determine the objective of the
research. Once the project was defined, the research
will proceed to review the concept and theories of the
study. In this stage, the research will undertake
extensive literature review from published journal,
article, books, conference proceeding, and government
reports because the validity of data collected are strong
enough to make this research strong and firm. Besides
that, in the secondary data collection, the data was
collected from published work on website, newspaper,
corporate profiles or official statistics. These data
collected must ensure the validity before refer and take
information from the website because some of the
websites are invalid such as blogger and Wikipedia.
Thus, it is wise to begin any research activity with a
review of the secondary data [10]. After data was
collected, the analysis was begun. In this study, the
method of analysis used was PESTLE analysis. The
results were then interpreted and written in report form.
4. Discussion and Analysis
In this section, we will discuss each of the factors,
PESTLE accordingly.
4.1 Political Factor
In the last few years, the process of searching for the
alternative energy source is not only restricting to the
economic and environment concern. However, it also
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consider as a national security concern. At 2007, the
ex-president of United State, Bush, stated that “Union
was largely focused on the energy issue, and the
mission the U.S. government faces is how to lessen our
dependence on foreign petroleum from unstable region
of the world.” With gas prices at an all-time high at the
price of $3.07 a gallon, which will be surpassed in
upcoming years, we see the need for change, yet it is
hard to plan out how to be free from our dependence
when 97% of all energy consumed by vehicles is
petroleum based [11].
However, the present president of U.S., President
Obama stated that he wants to end the America’s
addiction to foreign oil and reduce the government’s
focus on how to obtain oil from foreign countries [12].
By driving hybrid vehicle, everyone can contribute on
reducing the burden of government and reliance on
foreign country.
On 26th January 2009, President Obama has started to
reverse the climate policies of Bush administration and
has set new rules to force all of the automakers in U.S.
to produce more efficient and pollution free vehicle.
This new rule will force manufacturers of car to make
the switch over to hybrid vehicle production
In addition, the U.S. Congress on 3rd October 2008
enacted a law which offers up to $7,500 in tax
incentives for passenger plug-in car. This will help
most of the buyer to reduce the initial cost when
purchase a hybrid vehicle. Moreover, there are large
possibilities that those incentives will included
conversion of gas vehicles to plug-in/hybrid vehicles,
meaning that people able to convert his or her current
vehicle into hybrid.
There are some policy has been executed by
government has grad interest of Toyota to move into
hybrid production. Energy policy act of 1992 is an act
that focuses on encouragement of divestments in
conservation and energy efficiency by electric utilities
[35]. The fuel uses as a means for the Energy policy
program to helping U.S. to reduce its dependence on
important petroleum. In addition, it also provide more
flexible way for fleet operator who already are
burdened with the responsibility of complying with the
requirement of this act by rearrange the existing
incentives and requirement program to directly award
the use of alternative fuel [36].
Besides that, the California’s Zero Emission Vehicle
(ZEV) program also is one of the policies that do help
to move Toyota into hybrid vehicle production. ZEV
embarked in a plan to reduce vehicle emissions to zero
through the gradual introduction of zero emission
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vehicles. Specifically, the Air Resources Board
mandated that at least 2 percent, 5 percent and 10
percent of new car sales be zero-emitting by 1998, 2001
and 2003 respectively [37]. Besides, current ZEV
program will reward automakers who have significant
contribution in production of the vehicles that
incorporate better performance. The credit system of
the ZEV was formed to reward automaker and to
provide automakers more flexibility to produce
difference type of vehicle that fulfill the requirement of
ZEV [38].
Another Act affect the political factor is Corporate
Average Fuel Economy (CAFÉ) standard that also
executed in U.S.. Since 1975, the U.S. government has
executed CAFÉ policy in order to reduce the
greenhouse gases emission and oil consumption,
following the 1973.-1974 oil crisis. CAFÉ did influence
the decision of automotive firm by setting a minimum
standard for the average fuel economy of a
manufacturer’s fleet of vehicles sold in U.S. [39]. Thus,
in order to fulfill the standard of CAFÉ, the automaker
has change a particular vehicle model’s characteristic to
increase its fuel economy, such as reduce the power,
redesign the engine or transmission and reduces the
weigh [40]. Thus, hybrid car is one of the technologies
developed in order to fulfill the standard of CAFÉ.
The Energy Policy Act of 2005 was signed into law by
President Bush on August, 2005[14]. In this act, there is
a section for individual that purchase or lease hybrid
vehicles or other alternative motor vehicle state that the
tax credit for hybrid vehicles, which was enacted by the
Energy Policy Act of 2005, may be as much as $3,400
for those who purchase the most fuel-efficient
passenger vehicles and light trucks[15].
In order to improve and encourage the production of
hybrid vehicle, there were some policies executed by
the U.S. government as the extension of the Energy
Policy Act of 2005, such as Energy Independence and
Security Act 2007, Energy and Improvement and
Extension Act of 2008 and Recovery and Reinvestment
Act of 2009[16][17][18].
4.2 Economic Factor
In our opinion, economic might be the main issue drive
Toyota into hybrid vehicle production.
In fact, a nation imports more products from foreign
countries; it will lead to the more trade debt of nation.
Therefore, the more Toyota Camry Hybrid was sold in
the U.S., the more trade debt was make by U.S. and
directly affect the economics of U.S. Based on the price
of the oil is keeps increasing in the global market
situation, it takes money away from the disposable
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income. This will lead to less retail spending and small
business investment. This situation will bring greatly
negative effect on the nation’s gross domestic product.
We conclude that because of the characteristic of high
fuel efficiency of hybrid vehicle, the dependence of the
country or even a family will be reduced, and thus more
money is available in circulation of the economy.
Besides that, automobile emissions contribute
significant amounts of carbon dioxide to the
atmosphere, which will lead to global warming.
Hybrids could help in the effort of increasing fuel
efficiency and thus lowering emissions. The economic
effect of a warming planet has two phases: mitigation
costs and adaptation costs. Based on the Cambridge
dictionary, adaptation means the process of changing to
suit the different condition. The adaptation costs
include those cost that let human survive during the
arrival of disaster, such the relocation of coastal
population, decreased agricultural production, water
shortages and increased defense spending as global
changes cause unrest and conflict. In addition, based on
Oxford dictionary, mitigation means the action of
reducing the severity, seriousness, or painfulness of
something: the identification and mitigation of
pollution.
The mitigation cost includes those issues that related
activities that tend to reverse or halt the problem and
lead to the needed to invest in new clean energy
technologies development, the overall energy prices
could be raised by a tax of carbon emission and lead to
slower gross domestic product growth due to the
increase of difficulties to obtain a clean energy
resources where it requires a huge sum of money [19].
In our opinion, due to the benefit of hybrid vehicles,
both mitigation cost and adaptation cost can be reduced
and result in positive effect on economic of a nation.
Hybrid vehicle believe to bring benefit to the nation
trade. According to RCF, a Chicago-based economic
consulting company, the oil rose to $120 per barrel,
making oil responsible for 75% of the U.S. trade deficit
in 2008 [19]. This situation might lead to trade
imbalance. Trade imbalance might occur if the
dependence of a country have import excessive amount
of oil, it was caused by domestic supplies have peaked.
Thus, any products and any technologies (hybrid
vehicle) that will help in reduce in oil import of a
country will resolve the problem of trade imbalance.
Based on the subsidies for environmental purposes,
Honda developed a fuel-cell prototype and will start
commercialization around 2002. However, Toyota also
started to build hydro-car that need only water and
Toyota Prius which is a hybrid-based car with an
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electrical and conventional engine that both reduce
energy needs to less than 5 liters per 100 kilometers is
already a big success in Japan.
According to the Budget of the United States of 2000,
there is a section named “Partnership for a New
Generation of Vehicles”. This budget proposes $264
million, which is $24 more than in 1999, which is for
investment in new generation vehicles. This cost is
used for three research goal, which are to develop
advanced manufacturing technique; to use new
technologies for near-term emission improvements; and
to develop production prototype vehicles three times
more fuel-efficient than conventional cars [20].
According to the facts that mentioned above, hybrid
vehicle is one of the solutions to solve all of these
economic problems. So, this economic factor has attract
Toyota to move into hybrid car production since it have
great potential to solve economic problem that might
facing by most of the country in future.
4.3 Social factor
In modern world, people who are attracted and
interested in hybrid car progressively increase because
it able to bring benefit in various aspects compare to
non-hybrid car. The social factor has includes some
issues like health and custom of nation.
In our opinion, the main factor is air pollution.
Formerly, the cars were run only by combustion engine
and certain amount of unwanted gas (like nitrous oxides)
was emitted from those cars and those emitted gases
will cause serious air pollution. After a long period, the
pollution will cause some health’s problem, such as
respiratory tract infection, skin disease, heart disease
with high risk of complication, and others; at which the
percentage of the problem will be increased
progressively and may lead to fatal. This harass
condition was settled by substituting hybrid car to the
conventional car, because the combustion engine of
hybrid car is less exposed to acceleration and burns fuel
under more stable conditions, thus it emit less carbon
dioxide (CO2) than an engine of conventional fuel-
powered vehicle [21].
Besides that, the noise emission from electric motor
(noise pollution) also is a main disadvantage of
conventional fuel-powered vehicle. Hybrid car is a
vehicle that can bring the comfortable and relax feeling
for the consumer during driving because the engine of
the car able to operate with less noise emission, reduce
the noise no matter at high speed or low speed. On the
contrary, the non-hybrid cars tend to produce noise
emission even at low speed, and also stronger engine
vibration. Moreover, in a hustle and bustle city like
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Kuala Lumpur, there were a lot of vehicles travels
around, residents might get disturb by the sound
pollution which caused by the emission noise from the
engine of the conventional car. Thus, hybrid car is very
attractive with this benefit and able to provide
comfortable living environment [22].
Furthermore, the cost of fuel consumption also is the
aspect that concerned by people nowadays. The price of
petroleum was keep increasing recently due to the
resources of petroleum was getting less and this make
the condition even worse because majority of vehicle
around the world is fuel-powered. All of these
situations have made our living cost keep increasing.
However, with the hybrid vehicle technology, the fuel
efficiency can be optimized. As a result, this
technology able to reduce living cost because less fuel
is used [20].
In general, hybrid car is an advance technology that
used to reduce pollution and balance the environment.
All of these will lead us to healthy life for human being.
4.4 Technological factor
Based on the history of the automobile vehicle, car
reflects an evolution. Automobiles starting with the first
steam, electrical, and gasoline engine cars. Few
hundred years ago, the automobile vehicle such as gas
powered car, steam powered car are very inconvenience
to people. Thus, innovation and new technology need to
be invented to replace the conventional automobile
vehicle. Besides, currently these gasoline cars are
widely used in the worldwide. As we know, there are
many famous automotive makers and inventors have
explored and developed the more advance technology
in order to provide the better life style to the society.
New ideas and innovation for the vehicles need to be
introduced in order to improve and make the vehicles
become safer and more efficient, Thus, hybrid car is
introduced [24][25].
Generally, hybrid vehicle is combines power unit
technology and traction engine technology. Power unit
technology is an internal combustion engine (ICE), it is
primary power source of most of the vehicle in the
world and electric engine is one of the traction engine
technologies. Basically, the hybrid car will have
rechargeable energy storage system inside along with
some fuel propulsion source. It is generally designated
to operate the vehicles running with combination of
petroleum and electricity engines, along with an
internal combustion engine.
Conventional fuel-powered cars will lose a lot of
energy when drive because it need a lot of energy from
ICE. The faster you drive, the more fuel you needed in
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order to provide enough energy and the more energy
will be wasted. However, in hybrid car, the electric
motor inside will draws extra power from the battery
storage system when you want to accelerate your car.
Thus, a lot of fuel will be saved.
Besides that, conventional fuel-powered cars will lose a
lot of energy when stopping. The weight of a car is very
heavy and it takes considerable amount of energy to
speed up it. When you hit the brake, frictional force
created when brakes pads press against a disk. This
frictional force will turn into heat which goes off into
the air. The energy is simply wasted. However, hybrid
car is using regenerative braking, where the energy will
be stored when braking. This is done by using generator
and the same electrical energy will help you to power
your hybrid car when you wish to accelerate it.
With the hybrid car technology, the car is designed in
such a way that its engine will become smaller in size
for driving leisurely uses. The battery source inside the
car will provides additional power likes going uphill or
accelerating whenever needed. To couple things, the
hybrid fuel will switches off to run off the electric
motor when hybrid car is stopped.
Since hybrid car has a lot of advantages, Toyota Prius
was introduced in 2000. After that, Toyota began
offering a hybrid version of Camry in 2007. This is
because Camry has a long record of reliable and
popularity from 1980 until now. Therefore, Toyota has
combined the strong reputation with its Hybrid Synergy
Drive technology to provide environmental benefits of
hybrid without sacrificing the comforts or features
[26][27].
In our opinion, hybrid car will have a great potential in
automobile market in future. A lot of the fuel will be
saved due to hybrid technology and our environment
will be protected. The creative and innovation of hybrid
car technology will keep on improving and evolving to
fulfill the requirement and importance of safety and
comfortable of living style.
4.5 Legal Factor
When legal factor was issued, somehow it link to
environmental regulation; because the laws or rules are
used to prevent the environment from unbalancing and
damaging. There was a case that accident happen might
due to hybrid vehicle’s advantage-electrical motor. The
legal issue is termed on the National Federation of
Blind (NFB) of United States that claim the electrical
motor in hybrid vehicle with no sound put all of the
sight-impaired pedestrians in great risk because those
people rely on hearing an approaching vehicle to judge
its speed and proximity while navigating intersection
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crosswalks and other traffic situations. In 2008, the
University of California published a study that
evaluated the effect of sound of hybrid vehicles. Study
states that a person can’t heard the sound of an
electrical engine even though it was seven feet away
[28][29]. While everyone is concern about how serious
of environmental pollution, but no federal agencies of
U.S. are concerned about the consequences with less
sound emission. As a result, the problem caused by
hybrid vehicle‘s no sound electrical motor is
unregulated with no protections afforded to public.
Besides that, we think that the hybrid company has
great responsibility in safety of own hybrid vehicle, the
most obvious example is that Toyota has recalled
millions of vehicles in year 2010 because of its design
flaws, which are defective floor mats, sticky gas pedals
and bad brakes, all of this failure will lead to serious
injury and death. Due to its serious consequences,
Toyota has recall back all the model of car that might
has problems before the thing getting worse[30] and
some compensation was given to customer that get
involved in this incident. This is a legal influence on
consumer protection on project.
Another legal factor is intellectual property. Actually,
that is a lawsuit that involves between a person call
Alex Severinsky, his company Paice LLC and Toyota.
Severinsky had claimed that Toyota has used this
hybrid technology in Prius, Lexus RX450h, HS250h,
and the hybrid version of Toyota Camby. But Toyota
insists said that they have develop their own technology.
This lawsuit end up with a pair agreement from both
company decide to settle after six years of litigation.
According to Paice, they agreed that “although certain
Toyota vehicles have been found to be equivalent to a
Paice patent, Toyota invented, designed and developd
the Prius and Toyota’s hybrid technology independent
of any inventions of Dr. Severinsky and Paice as part of
Toyota’s long history of innovation.”[31].
Then, we also discussed about the international
standard for hybrid car, which is SAE (Society of
Automobile Engineers) standard. The cooperate
societies or associations that work with SAE
International were included ISO (International Standard
Organization) and EPA (Environmental Protection
Agency) in order to ensure the quality of vehicles.
There are few sub-standards that more relate and focus
to hybrid car in SAE standard, which are emission and
fuel economy testing, battery pack and capacitor pack
safety, and rechargeable energy storage system testing
[32].
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4.6 Environment Factor
There are many rationales of environmental that moved
Toyota into hybrid vehicles production because there
are too many environments benefits. One of the
benefits is hybrid car effectively reduce the sound
pollution. The conventional fuel-powered car will
produce a lot of noise because of loud sound comes out
from its motor of the engine. However, because of
hybrid vehicle is using electrical motor, the sound
emission will be greatly reduced compared to fuel-
powered cars [23][33][34].
Besides that, hybrid cars consume less oil compared to
conventional fuel-powered car, thus it emits less gas
that will lead to air pollution to our ozone layer.
Normally, the fuel-powered cars will emit pollution
gas, such as carbon monoxide, carbon dioxide and
hydrocarbons. According to CNET, there is over 19
pound of carbon dioxide gets released into our earth’s
ozone layer each time a car uses one gallon of gasoline.
The most obvious consequence of this greenhouse
gases emission is global warming and impacts the
earth’s climate negatively [33][21].
Apart from that, hybrids cars substantially consume
less petroleum than conventional cars. There is an
issue regarding the environmental damage of the
hybrid car battery. There are three major types of
batteries use in hybrid cars, which are lead-acid,
nickel-metal hydride (NiMH) and lithium-ion (Li-ion).
Lead acid is the most toxic of the three and it
extremely heavy. The other two nickel-metal hydride
(NiMH) and lithium-ion (Li-ion) are regarded as more
environmentally friendly than lead-based batteries
which constitute the bulk of car batteries today.
Though substantially less toxic than conventional car
batteries, nickel-based batteries are known carcinogens,
as well as can lead to a wide array of other health
problems. Since they are the least toxic, many
companies consider lithium-ion batteries to be the next
step for hybrid car batteries [21].
Furthermore, the numbers of the vehicles are keep
increasing causes the requirement of petrol is also keep
increasing. To make profit, people will go to explore
more oilfields. All these lead to petroleum extraction
and transportation activities keep increasing. However,
these activities will bring worst ecological disasters on
our planet. When the Exxon-Valdez capsized it
released millions of gallons of petroleum onto pristine
coastlines, the environmental damage was
monumental. The destruction of the rainforest is rarely
associated with petroleum extraction. In addition, the
discovery of vast oil reserves and the subsequent
drilling of these reserves in Venezuela and other Latin
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American countries near the equator, has led to the
destruction of tropical rainforests [33].
In our opinion, the benefits of hybrid car will help
greatly in reducing of petroleum extraction because the
hybrid car consumes less gasoline as to compare with
conventional fuel-powered car.
5. Conclusion
In this paper, the brief explain of the hybrid car was
introduced. Besides that, the concept, theory and usage
of PESTLE analysis have been studied in detail where
each country has different policy on development of
hybrid car technology. In this paper, we have discussed
about the policy in US. In our opinion, those policies
will support the Toyota move into hybrid vehicle
production. In addition, economic activity will affect
the popularity and productivity of hybrid car in the
world. Besides, hybrid car technology will affect the
social because of its advantages which include reduce
air pollution, noise pollution and the cost fuel
consumption, therefore indirectly reduce the living cost.
Furthermore, technology factor also will help a lot in
development of less-fuel consumption vehicle due to
the duo source engine. Moreover, legal factor will
enable the quality of hybrid car fulfill the international
automobile. Lastly, the environment will eventually
save by hybrid car technology due to its environmental
friendly characteristic. The environment also will
affect the environment balancing. We consent that the
PESTLE analysis is an efficient method to analyze the
factors related to Toyota hybrid vehicle production.
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