Toyota aims to be largest hybrid brand in Europe

Sales in western Europe increased by 10% in 2015, petrol-electric models account for 30% of cars sold.

By Autocar UK

25 May 2016

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Toyota Motor Corp is aiming to become the biggest hybrid brand in Europe, with sales of petrol-electric models now accounting for 30% of its sales in Western Europe.

Speaking to Autocar UK, Karl Schlicht, executive vice president of Toyota Europe, said Toyota’s western European sales climbed by around 10% last year, rising to 874,000 units. Sales in Russia and other smaller markets in the same region dropped by 35% due to economic sanctions and the drop in oil prices. Even so, Schlicht said that Toyota’s 120,000 sales in Russia were “still profitable”.

Schlicht was bullish about models such as the Yaris, sales of which reached a record high even in the fifth year of the model’s life. Toyota is also hoping that the Volkswagen Golf-rivalling Auris will finally break a 3% market share as it becomes the fourth best-selling model in Europe’s C-sector private buyer market.

Last year, Toyota sold around 270,000 hybrids. Schlicht revealed that 60% of Auris sales in Europe are petrol-electric hybrids, as are 40% of Yaris sales. Moreover, the carmaker’s cumulative hybrid sales crossed the 9 million mark as of April 30. Toyota sells 33 hybrid passenger car models and one plug-in hybrid (PHV) model in more than 90 countries and regions.

Schlicht added: “Orders for the new RAV4 crossover are running at 40% of our total orders, but we can’t get enough supply from the factory.”