Multi-pathway approach to CO2 reduction leads to all-time sales record for Toyota Motor Europe in 2024
- Toyota Motor Europe (TME) sold 1,217,132 vehicles in 2024, an all-time record and an increase of +4% year-on-year (1)
- Multi-pathway approach winning new customers as electrified vehicles now make up 74% of TME’s total sales
- Toyota brand remains 2nd best-selling passenger car brand with all-time record sales of 1,128,948 vehicles
- Lexus sales achieve an all-time record of 88,184 vehicles, increasing by +20% year-on-year
- Toyota Professional Proace range posts all-time record sales of 94,283 vehicles, increasing by +20% year-on-year
Brussels, 15th January 2025 – Toyota Motor Europe (2) (TME) sold 1,217,132 Toyota and Lexus vehicles in 2024, outperforming the market as its sales increased by +4% year-on-year. TME’s mix of electrified vehicles grew to 74%, an increase of +4% with battery electric vehicle sales up +18%, plug-in hybrids up +36% and hybrids up +9%. Toyota Professional’s Proace range of commercial vehicles also achieved an all-time sales record of 94,283 vehicles, an increase of +20% year-on-year.
“We are very pleased with our 2024 sales performance which reflects customer support for our multi-path approach to electrified vehicles. Our growth is a result of offering customers the choice of technologies combined with strong brand, product power and excellent support from our retail partners. We are looking forward to offering an even wider choice in 2025 with the introduction of several exciting new Toyota and Lexus products.”
Brands and model performance
Toyota sold 1,128,948 vehicles between January-December 2024, an increase of +3% year-on-year, marking the fourth consecutive year that Toyota brand occupied the 2nd best selling passenger car brand in Europe. The brand’s top sellers included the Yaris range, Corolla range and the new Toyota C-HR. Toyota’s overall electrified sales mix is now at 73%, with volume increasing +9% year-on-year. Sales of battery electric vehicles were up +10% year-on-year at 33,821 vehicles. Plug-in hybrid sales increased +80% year-on-year with the introduction of the new Toyota C-HR PHEV.
Lexus posted record sales of 88,184, +20% year-on-year, outperforming the premium market in Europe, while sales of its electrified models increased +24% year-on-year. Across this period, Lexus recorded its best ever market share of 2.5%, an increase of + 0.4 points. Lexus has a 99% electrified sales mix in West Europe and 91% across the entire region. Key performers are the all-new luxury compact Lexus LBX hybrid and Lexus NX (available in plug-in hybrid and hybrid variants).
TME highlights January- December 2024:
- Total sales: 1,217,132 (+4% year-on-year)
- Total electrified sales: 902,902 (+10% year-on-year)
- Total electrified mix: West Europe: 77% - East Europe*: 57% - TTL: 74%
Toyota highlights January- December 2024:
- Toyota sales: 1,128,948 (+3% year-on-year)
- Top sellers: Yaris Cross (204,787); Yaris (176,782); Corolla range (163,393); Toyota C-HR (131,622); Aygo X (97,466); RAV4 (94,344)
- Total electrified sales: 822,814 (+9% year-on-year)
- Top electrified: Yaris Cross Hybrid (199,778); Yaris Hybrid (160,128); Corolla Hybrid (135,118); Toyota C-HR Hybrid (115,525); RAV4 Hybrid/Plug-in Hybrid (91,094)
- Toyota Professional sales: 132,614 (-5.0% year-on-year)
- Electrified mix: West Europe: 77%, East Europe*: 59% - TTL: 73%
Lexus highlights January- December 2024:
- Total Lexus sales: 88,184 (+20% year-on-year)
- Top sellers: NX (26,635); LBX Hybrid (23,018), RX (13,772)
- Total electrified sales: 80,088 (+24% year-on-year)
- Top electrified: NX Hybrid/Plug-in Hybrid (26,023); RX Hybrid/Plug-in Hybrid (10,642) UX Hybrid/BEV (10,701);
- Electrified mix: West Europe: 99%, East Europe*:38% - TTL: 91%
Sales for January – December 2024 is listed below:
| TOTAL TOYOTA / LEXUS | 1,217,132 |
| TOYOTA | 1,128,948 |
| Aygo X | 97,466 |
| Yaris (inc. Yaris Hybrid) | 176,782 |
| Yaris Hybrid | 160,128 |
| Yaris Cross (inc. Hybrid) | 204,797 |
| Yaris Cross Hybrid | 199,778 |
| Corolla H/B & Touring Sports (inc. Hybrid) | 98,164 |
| Corolla H/B & Touring Sports Hybrid | 98,111 |
| Toyota C-HR (inc. Hybrid & Plug-In Hybrid) | 131,622 |
| Toyota C-HR Hybrid | 115,525 |
| Toyota C-HR Plug-In Hybrid | 16,088 |
| Corolla SDN (inc. Hybrid) | 65,229 |
| Corolla SDN Hybrid | 37,007 |
| Corolla Cross Hybrid | 54,447 |
| Prius Plug-in Hybrid | 3,151 |
| Mirai FCEV | 533 |
| Camry (inc. Hybrid) | 11,229 |
| Camry Hybrid | 7,189 |
| GR Supra | 442 |
| GR86 | 920 |
| GR Yaris | 5,624 |
| RAV4 (inc. Hybrid & Plug-In Hybrid) | 94,344 |
| RAV4 Hybrid | 72,692 |
| RAV4 Plug-In Hybrid | 18,402 |
| bZ4X BEV | 24,465 |
| Highlander (inc. Hybrid) | 6,458 |
| Highlander Hybrid | 5,905 |
| Land Cruiser | 20,282 |
| Hilux | 38,331 |
| PROACE (inc PROACE BEV) | 32,110 |
| PROACE BEV (inc PROACE VERSO BEV) | 4,325 |
| PROACE CITY (inc PROACE CITY BEV) | 59,588 |
| PROACE CITY BEV (inc PROACE CITY VERSO BEV | 4,957 |
| PROACE MAX (inc PROACE MAX BEV) | 2585 |
| PROACE MAX BEV | 74 |
| Other models | 379 |
| LEXUS | 88,184 |
| IS (inc. IS Hybrid) | 41 |
| ES (inc. ES Hybrid) | 5,136 |
| ES Hybrid | 4,578 |
| LS (inc. LS Hybrid) | 94 |
| LS Hybrid | 94 |
| NX (inc. NX Hybrid) | 26,635 |
| NX Hybrid | 16,841 |
| NX PHEV | 9,182 |
| UX (inc. UX Hybrid & BEV) | 10,959 |
| UX Hybrid | 8,841 |
| UX BEV | 1,860 |
| RX (inc. RX Hybrid) & Plug-In Hybrid) | 13,772 |
| RX Hybrid | 6,215 |
| RX PHEV | 4,427 |
| LBX Hybrid | 23,018 |
| RZ BEV | 4,001 |
| LM Hybrid | 1,011 |
| RC (inc. RC Hybrid) | 61 |
| LC (inc. LC Hybrid) | 454 |
| LC Hybrid | 20 |
| GX | 618 |
| LX | 2384 |
(1) European sales excluding Russia.
(2) Toyota Motor Europe is responsible for all Western, Central and Eastern European countries including Turkey as well as Israel and a number of Central Asian markets (Armenia, Azerbaijan, Georgia and Kazakhstan). NB TME discontinued sales in Russia in 2022.
*East Europe includes Kazakhstan, Caucasus, Ukraine, Turkey and Israel.
Models listed in italics are produced locally at Toyota’s European manufacturing facilities.
Toyota Motor Europe NV/SA (TME) oversees the wholesale sales and marketing of Toyota, GR (Gazoo Racing) and Lexus vehicles and parts and accessories, as well as Toyota’s European manufacturing and engineering operations. Toyota directly employs over 26,000 people and has invested over EUR 12 billion in Europe since 1990. Its eight European manufacturing plants are located in Portugal, the UK, France, Poland, Czech Republic and Turkey. Today, there are approximately 14.7 million Toyota and Lexus vehicles on European roads, whose drivers are supported by a network of 28 National Marketing and Sales Companies and around 2,800 retail sales outlets in 53 countries (EU, UK, EFTA countries , Israel, Turkey and other Eastern European countries). In 2024, TME sold 1,217,132 vehicles in Europe for a 7.1% market share. For more information, visit www.toyota-europe.com.
Toyota believes that when people are free to move, anything is possible. In the pursuit of "Mobility for All", Toyota aims to create safer, more connected, inclusive and sustainable mobility to achieve its mission of producing “Happiness for All”. In Europe, TME launched the KINTO mobility brand which offers a range of mobility services in 20 countries, and is growing its business-to-business sales of zero-emission fuel cell products and engineering support. Contributing to the UN Sustainable Development Goals, Toyota is working to achieve carbon neutrality in its entire business across Europe. A historic leader in CO2 reduction in Europe, TME aims to achieve 100% CO2 reduction in all new vehicles in Western Europe by 2035 and will continue to offer a full range of electrified powertrains to customers across the region with its hybrid, plug-in hybrid, battery and fuel cell electric vehicles.