Vice President Toyota Motor Europe, Sales & Value Chain, Toyota Sales & Marketing

Dear Ladies & Gentlemen,

Good morning and welcome to Toyota. My name is Tom Fux, and I am Vice President of Toyota Motor Europe for Sales, Marketing and Value Chain.

Today, we are thrilled to present our European Commercial Vehicle strategy and ambitions.

Our global company vision of providing mobility solutions for every customer and leaving no one behind also applies to our commercial vehicle range. Indeed, I am very pleased to announce that as from today, Toyota offers a full and electrified product range to meet every customer’s need.

First, let’s have a look at Toyota’s commercial vehicle business in Europe so far.

Our story dates back to the 60s, when we launched the legendary Hilux & Hiace in Europe. Since then, they gained a worldwide reputation for quality, durability & reliability.

Back in 2016, we entered into a strategic partnership with Stellantis for commercial vehicles, starting with the Toyota PROACE. Since then, we have enjoyed year-on-year growth in Europe - both in terms of sales and market share.

We strengthened our product line-up with the PROACE CITY at the end of 2019. And, in 2021, we introduced the PROACE and PROACE CITY Electric.

Last year we achieved record sales of 140,000 units representing a record market share of 5.7%.

So far, we were covering the pick-up, CDV and MDV segments, with the Hilux, PROACE CITY and PROACE, which represents 70% of the LCV market.

However, Toyota was still missing the offer in the heavy-duty segment. This segment accounts for around 30% of total LCV market. To answer the demand of our customers, we are now announcing a newcomer to our range.

A completely new model for Toyota .... the PROACE MAX.

PROACE MAX completes our commercial offer… and, with its wide range of body varieties, it provides many new business opportunities for us … and our customers. 

PROACE MAX has been shortlisted for the 2025 International Van of The Year.

So - how does this translate into our mid-term ambitions?

Well, we want Toyota Professional to become an even more credible LCV brand in Europe… and we are aiming for a top 6 position by further growing our market share to 7% and reaching an annual sales volume of 180,000 units.

To achieve these goals, we have developed Toyota LCV strategy based on 4 pillars:

We will offer a strong and competitive product range…

We will take care of our customers every step of the way…

We will provide market-leading commercial vehicle services and expertise.

And we will roll-out dedicated Toyota Professional Centres across Europe to provide the right customer journey. 

Thanks to the new PROACE MAX, our Toyota Professional line-up is now complete, allowing us to offer a full product range to our customers.

Toyota Professional is more than just vehicles.

Customers choosing Toyota Professional enjoy a wide range of products and services including:

Toyota Relax warranty service…whenever their vehicle is serviced at an authorized Toyota retailer, customers obtain a new warranty for 1 additional year, up to 10 years or 185,000 km. Here in Germany, we extended the warranty even up to 15 years.

We also plan to minimise vehicle downtime offering the Express Service, performing regular maintenance with two expert technicians.

And, of course, on top of these programmes, we are offering tailor-made financial services and products provided by KINTO, Toyota Financial Services and Toyota Insurance Services, all represented here on this stand.

To secure the right and consistent expertise, we have developed pan-European trainings for our LCV sales and after sales experts.

With our complete line-up, we will also benefit from new conversion business opportunities.

In line with our Mobility For All promise, we have developed a wheelchair accessible vehicle conversion for PROACE Verso, and today, as European premiere, we showcase a wheelchair accessible concept for the CDV segment as well.

We will have the RIGHT products, the RIGHT services, and the RIGHT people, but also the RIGHT place with our Toyota Professional Centres to meet every customer needs.

Our Toyota Professional Centres will all get a brand new, distinctive look. And by end of 2025 we are planning to reach 500 Toyota Professional Centres around Europe.

At Toyota, we believe in the power of our multi-path strategy towards carbon neutrality - including our commercial vehicle range.

Specifically of interest to fleet customers, we offer as current line-up portfolio a wide range of internal combustion engines, mild hybrid, and battery electric vehicles. With a battery electric vehicles sales mix of 10%, we are already a top performing brand in Europe, outperforming the market overall.

But, of course, our ambition is to further increase the mix of zero-emission vehicles by further working with our customers to define the next generation of product solutions.

As possible next steps, we have recently presented battery electric and fuel cell electric prototypes of the iconic Hilux. I believe the fuel cell variant is of key interest in Europe, particularly as we’re also looking at solutions in the medium- and heavy-duty truck markets.

To tell us more about our fuel cell strategy, I would like to invite Yasui-san on stage.

Shinichi Yasui

Executive Vice President Toyota Motor Europe,  R&D, Hydrogen Factory Europe, Connected Technologies & Purchasing  / Chief Project Leader Toyota Motor Corporation, Hydrogen Factory

Thank you Tom.

Good morning, everyone, my name is Shinichi Yasui. I am Executive Vice President of TME R&D and Chief Project Leader of Hydrogen Factory.

Today, I’d like to explain hydrogen related activities in Toyota.

Indeed, we strongly believe that hydrogen fuel cell technology is a great fit for LCVs and we recently demonstrated it in the Hilux at the Olympic games.

In fact, in Paris we showed how hydrogen can be used for many applications – all of which can support a local hydrogen cluster – which in turn creates demand and reduces costs. This kind of cluster combines fuel cell use in cars, taxis, buses, trucks and even boats operating on the river.

This supports our image that carbon is our enemy, and we should use all technologies and a wide range of applications to fight it by multi-pathway approach.

Our goal is to reduce carbon emissions as much as possible, as soon as possible, everywhere in the world! And not just for light duty vehicles.

We believe fuel cell technology is a very good fit for medium and heavy duty transportation solutions. Let me explain briefly.

The wider use of hydrogen as an energy carrier is coming quickly.

Recently the EU president re-confirmed that hydrogen for carbon reduction is critical for Europe to achieve its climate goals. To support this ambition, the EU and its member states have a wide-reaching framework in place.

The Renewable Energy Directive mandates that 42% of industry hydrogen must come from renewables by 2030…  and 60% by 2035.

At the same time, there is an EU regulation to stimulate the development of a hydrogen refueling infrastructure. This means there will be a hydrogen station every 200 kilometers along the Trans-European Transport Network by the end of this decade.

The point is that green hydrogen is going to be widely available across Europe by 2030. Things are moving.

At the same time, Toyota is not standing still.

We believe that today we already have industry-leading hydrogen fuel cell technology.

However, we have already announced our 3rd generation technology which will further improve efficiency by around 20% and reduce the cost of the FC stack by up to 50%.

The launch of this latest technology will coincide with new infrastructure and green hydrogen developments I just mentioned. This will give an increasing number of transportation companies a practical and affordable way to reduce their carbon footprints.

With our partners we have already created a wide range of applications including buses, boats, trains and stationary power generators.

However, being here in Hannover, I want to highlight the importance of fuel cells for medium and heavy-duty trucks.

Truck companies are facing strict CO2 reduction targets towards 2030. This requires them to develop practical and reliable zero emissions solutions.

This is a key reason why we took trucks very much into account when developing our 3rd generation fuel cell technology. As a result, not only will the efficiency increase and the cost reduce, but the durability will improve significantly.

Our door remains open to new partners in Europe and beyond and we are looking forward to a wide range of fuel cell applications across the whole industry.

Let me end by saying: “The future is something we all create together”.

So, let’s work together to reduce carbon emissions as much as possible and as soon as possible in the transportation sector.

Thank you.

With the introduction of the all-new PROACE MAX, the development of the Toyota Professional line-up of light commercial vehicles has reached a significant milestone.

Not only does the new model take Toyota into Europe’s heavy-duty van market for the first time, it also completes a range that gives the brand a presence in all the principal LCV market segments.

PROACE MAX takes its place alongside the updated and restyled PROACE medium-duty van, the compact PROACE CITY and their VERSO people carrier counterparts, all of which adopt a powerful new family design identity.

In addition, the legendary Hilux pick-up gains enhanced performance with the upcoming introduction of the Hilux Hybrid 48V mild hybrid.

Together these models cover a wide range of customer requirements, not just by delivering best-in-class qualities but by also offering battery electric powertrain options across the board. This breadth of choice aligns with Toyota’s multi-path technology strategy which deploys different solutions that can reduce CO2 emissions while offering the affordability, practicality and flexibility that customers need.

Day-to-day running is made easier with the benefit of Toyota connected services, provided as standard on all Toyota Professional models. Using the MyToyota smartphone app, customers and fleet managers can check up-to-the-moment vehicle status information and remotely control functions such as door locking/unlocking and air conditioning. For battery electric versions there are extra functions to help schedule efficient charging and to locate convenient public chargepoints.

Toyota Professional is about much more than the products, however. It includes a commitment to customer-focused service in every aspect, with purpose-designed products and services. These range from specialist sales staff and technicians, finance, insurance and warranty products and a multitude of opportunities for vehicles to be adapted for different uses, from accessories to multiple conversion possibilities.

The powerful product portfolio and the commitment to customer care combine to support Toyota Professional’s growth ambitions. In 2023, Toyota’s European LCV business achieved a new sales record with more than 140,000 units delivered across Europe; and the company intends to further build upon this success by targeting sales of more than 180,000 units and a market share of more than 7% in 2025.

THE TOYOTA PROMISE

The Toyota Promise provides every Toyota Professional customer with a unique package of peace-of-mind benefits linked to their vehicle.

An industry-leading comprehensive warranty package is provided on all vehicles. The battery electric models benefit from eight-year/100,000 km cover, while for diesel models the standard cover is three years/100,000 km.

With Toyota Relax, the warranty on any vehicle can be extended up to maximum 10 years/ 160,000 km. Once the new vehicle warranty period has passed, a further one year/10,000 km warranty is provided each time the vehicle undergoes scheduled servicing at an authorised Toyota workshop.

In the event something goes wrong, Toyota roadside assistance is on hand, 24 hours a day, 365 days a year, to provide rapid help to get business moving again, or to take the vehicle to the nearest Toyota workshop for repairs.

If their vehicle is off the road for service or maintenance, the customer can access a replacement vehicle, bookable in advance and available for collection at times to suit their business needs – early morning, late evening or on Saturdays (subject to vehicle availability).

Vehicle downtime can also be minimised with the option of Express Service, which sees two technicians allocated to a vehicle, using a workstation dedicated to Light Commercial Vehicles. Potentially this can see routine maintenance tasks being completed twice as quickly.

Toyota offers finance, insurance and leasing/contract hire products tailored to the Toyota Professional range, provided by Toyota Financial Services, Toyota Insurance Services and its pan-European mobility business KINTO.

THE CUSTOMER EXPERIENCE

Toyota has produced a new retail concept to showcase its professional line-up and deliver a customer-focused experience. The Toyota Professional Centres are an expression of the reinvigorated Toyota Professional brand, offering expert assistance in both showroom and workshop.

The new centres will be rolled out from next year in existing dealerships, giving a new focus on commercial vehicles with a dedicated display and maintenance area, complemented by a permanent outdoor branded showroom. Sales personnel are undergoing dedicated training to acquire specialist expertise.

From 2025, standalone Toyota Professional Centres will take the LCV commitment and service a step further, introducing new features including service and product promotions, eye-catching outdoor display structures and showcasing of accessories and conversions.

The enhanced experience will also extend to Toyota Professional’s online presence with the website offering a “help me choose” feature to advise customers on the best vehicle and configuration to suit their needs, together with straightforward information about Toyota’s competitive finance and insurance products.

INTRODUCING THE HEAVY-DUTY PROACE MAX

Toyota Professional has proved its competitiveness in the compact and medium-duty van markets over the past few years. Now it’s ready to take the next step with its first heavy-duty van, taking it into the largest and highest-value segment.

The PROACE MAX becomes the largest member of the Toyota Professional line-up. With two wheelbase sizes, three lengths and three height options, it’s offered in several configurations to cover a wide range of load-carrying requirements. In its largest form, it has a best-in-class load volume of 17m3.

Accessing this space is made easy thanks to full-height rear doors and a low threshold. The doors open to 270 degrees – a first for a Toyota van.

The battery electric PROACE MAX has a driving range of up to 420 km (WLTP standard), distance enough for businesses to cover local itineraries without having to recharge every day. Charging to 80% using a 150 kW fast-charging system takes around just 55 minutes. Three diesel powertrains are also available, with manual and automatic transmissions and power outputs to suit different haulage demands.

Around 90% of heavy-duty vans sold in Europe have some form of customisation or are fitted with accessories appropriate for their usage. The PROACE MAX offers a wealth of conversion opportunities. Factory-delivered options include platform and chassis cab versions, tippers and a drop-side model; further special adaptations can be carried out by Toyota-certified converters. The range of accessories is extensive, to enhance load carrying, security, protection for the load space and practicality.

The PROACE MAX introduces a new PROACE family exterior design with a strong, purposeful frontal treatment, a matt black grille and full LED headlights. High grade models adopt a new multimedia system with 10-inch touchscreen and access to cloud-based navigation. An extended range of Toyota Safety Technologies as standard provides peace of mind, protecting the vehicle and its occupants.

The new model is manufactured by Stellantis at its plants in Gliwice, Poland (Battery-electric versions), and Atessa, Italy (diesel versions). Production began in mid-July this year and the vehicle is already available to order in some European markets. Customer deliveries are expected to start in September,

THE 2024 PROACE AND PROACE CITY

The versatile PROACE and PROACE CITY vans and respective VERSO people carriers feature eye-catching styling updates, adopting a family look that connects them visually with their sister PROACE MAX model.

The medium-duty PROACE van’s battery electric powertrain offers a driving range extended by 20 km to up to 350 km. At the same time, it provides cargo capacity to match its performance with up to 6.6m3 and the ability to carry payloads of up to 1,400 kg. In VERSO specification, there is comfortable seating for up to nine people.

The compact PROACE CITY also provides exceptional load space for its class, with a maximum of 4.4 m3 on offer and the strength to take payloads of up to 1,000 kg, depending on the powertrain selected. As with PROACE, the electric model benefits from revisions to its battery, increasing the maximum range by 50 km to 330 km. The van version comfortably accommodates three front-seat passengers while the VERSO has space for up to seven.

The PROACE AND PROACE CITY are also available with a range of diesel powertrains and are produced by Stellantis at its plants in Atessa, Italy and Vigo, Spain.

THE NEW HILUX HYBRID 48V

The Toyota Professional line-up also includes the new Hilux Hybrid 48V, a version of the redoubtable pick-up that uses a 48V hybrid system based on its established 2.8-litre engine.

This delivers improved throttle response and smoother, linear acceleration, in addition to the Hilux’s world-famous durability and reliability. Regenerative braking and a more efficient stop-and-start system making for a more comfortable and efficient drive. Off-road control and stability are aided by the addition of a new Multi-Terrain Select system with settings for a range of different conditions, together with an Auto mode that responds seamlessly to the prevailing conditions

There is no compromise on the Hilux’s payload and towing capacities, which remain exceptional at 1,000 kg and 3,500 kg respectively.

The new Hilux Hybrid 48V will be manufactured at Toyota’s Prospecton factory in Durban, South Africa. Production for European markets will start towards the end of 2024.

The PROACE and PROACE CITY have led the way in introducing battery electric powertrains to the Toyota Professional range of light commercial vehicles. There are now battery electric or hybrid options for every model in the LCV line-up, giving customers affordable and practical options to reduce their carbon footprint.

Enhanced models for 2024

A programme of enhancements for the PROACE medium duty van and the compact PROACE CITY has strengthened their competitiveness, both models still offering payloads and maximum load lengths that are among the best in their class.

For the 2024 model year they benefit from new styling and equipment features that complement their load-carrying capabilities with higher levels of convenience, comfort, safety and practicality.

Their makeover introduces a stronger visual road presence, highlighted by a frontal treatment with clean, powerful lines. The absence of an upper grille between the headlights creates a distinctive and sophisticated appearance, while on the PROACE CITY, the lower grille adopts a trapezoidal shape– a design cue shared with other current Toyota models. The overall look communicates toughness, amplified by the new headlights – now available with full LED technology – and alloy wheel options. The cabin has a fresh new look as well, with a sturdy yet comfortable trim.

Infotainment

The tech profile has been enhanced with the introduction of a new 10-inch colour multimedia display provided as standard on all grades except the entry-level models, which retain a five-inch monochrome screen. DAB radio and Bluetooth are standard across the board and Medium and High grades introduce a new 10-inch digital colour instrument cluster. USB-C ports for data and charging are provided on all grades, together with wireless Mirror Link smartphone integration. The high-grade versions further provide an embedded navigation system, with three years’ TomTom subscription.

A major step up in safety and driver assistance

The PROACE and PROACE CITY ranges mark a major step up in the provision of safety and driver assistance features compared to the previous models. Functions that were previously options are now mainly provided as standard, including pre-collision, lane keep assist, automatic high beam and road sign assist systems.

The active safety package also features adaptive cruise control (from 30 km/h or with optional stop-go capability) and intelligent speed assist.

Other upgrades include the provision of front-side airbags; a redesigned front bumper for improved pedestrian protection, a collapsible steering column and strengthened structural parts.

The measures go beyond regulatory requirements to offer more sophisticated support for the driver. They include a new digital rear-view mirror and Dynamic Surround View. Together, these practically eliminate the blind spots behind and on either side of the vehicle.

Furthermore, the PROACE van now gains the Flank Guard protection system that has previously been available on the PROACE CITY. This warns the driver if there is a risk of striking a roadside obstacle, such as a pillar or barrier when making a low-speed turn.

2024 PROACE and PROACE VERSO

Formats to suit all customer needs

The PROACE medium-duty van and PROACE VERSO people carrier have an established reputation for providing the power, space and efficiency to comfortably handle the task at hand.

Different customer needs are catered for by a choice of vehicle formats. These include medium and long body length options (4,983 mm and 5,333 mm respectively) and a Crew Cab version for the van that adds an extra, second row of seats.

The PROACE VERSO can comfortably accommodate up to nine passengers, with equipment grades that tailor the vehicle for work-focused use, family lifestyles or executive transport.

The Crew Cab Premium grade is a new addition to the PROACE range. This provides superior comfort for up to five people while maintaining generous capacity to carry bulky loads. The high-quality details include a premium dash finished in Mistral Black leather upholstery trims for the seats and armrest and height-adjustable headrests. The second-row bench has leather-finished seats and two armrests, while the convenience of the load area is extended with space beneath the bench to allow longer items to be carried.

Increased driving range from revised battery electric powertrain

The 2024 PROACE models benefit from a series of revisions to their battery electric powertrain that delivers an increase in driving range.

A new electric motor providing 136 DIN hp (100kW) of power and the smooth, relaxed drive of a BEV has been introduced and a new connector and modified fuse box have been added to the lithium-ion battery. As a result, vehicles fitted with the 75 kWh battery can cover up to an additional 20 km, taking the driving range up to a best-in-class 350 km (WLTP standard) between charges.  This level of capability provides generous scope for local driving duties without the need for a daily recharge. The battery can be recharged in 45 mins using a DC fast-charging supply. A 50 kWh battery option is also available.

Regenerative braking

The introduction of a regenerative braking system further helps the driver maximise their vehicle’s driving range. This captures kinetic energy generated during deceleration and braking and feeds it back as electric power to charge the battery.

The driver can select their preferred level of regenerative braking using paddle shifts behind the steering wheel. There are three levels to choose from – light, medium and strong, giving different degrees of deceleration when the driver lifts off the accelerator pedal. The higher the level, the faster the vehicle will slow down and the greater the amount of energy that will be recovered.

Diesel engine options

Two versions of PROACE’s well-proven 2.0-litre four-cylinder diesel engine are available: a 145 DIN hp (106 kW) unit with six-speed manual gearbox and a 180 DIN hp (132kW) powerplant with eight-speed automatic transmission. A 1.5-litre engine producing 120 DIN hp (88 kW) is also offered, exclusively in the PROACE van.

Load-carrying capacity

As well as having the power to get the job done, the Toyota PROACE van has a load-carrying capacity to match. The cargo area volume is up to a maximum of 6.6 m3 (long version with Smart Cargo system) and the payload is equal-best-in-class at 1,400 kg. When extra equipment or goods need to be carried, users can take advantage of a towing capacity of up to 2,500 kg (2.0 144 model).

Their 1.9 m height allows both the PROACE and PROACE VERSO to access standard car parks while manoeuvring in busy urban locations is made easier thanks to a 6.2 m turning radius for the medium-length model and 6.4 m for the long version.

Conversions and customisation

A conversion framework is being rolled out so that customers will get the vehicle that is perfectly matched to their business requirements with conversion and customisation undertaken by authorised local converters. The authorisation process focuses on verifying and improving the quality standards applied for the conversion and is in line with Toyota standards.

Wheelchair conversions

The PROACE expresses Toyota’s ultimate goal of realizing “Mobility for All” with the availability of conversions to enable wheelchair access so that wheelchair users can travel safely and comfortably. The details include a lowered floor and foldable rear entry lamp, with LED illumination to help with access at night. Manual or automatic side steps and an electric winch can also be specified.

2024 PROACE CITY AND PROACE CITY VERSO

The 2024 PROACE CITY and PROACE CITY VERSO also feature the new PROACE family front design, giving them a more contemporary look and individual character.

The adaptable PROACE CITY van can be specified as a panel van or a Crew Cab while the VERSO is a versatile passenger vehicle that can seat up to seven (equalling the best in class) for daily commuting or flexible family transport.

The PROACE CITY van retains the excellent, business-friendly load-carrying capabilities that have made it an award-winning proposition. Clever design solutions increase the available space up to 4.4 m3 in the long wheelbase version – the largest capacity in its segment – and 3.9 m3 in the standard-wheelbase model. 

The key to maximising the volume is the Smart Cargo system. Based on the space-extending feature found in the larger PROACE van, this uses a folding outer passenger seat and a hatch in the sliding mesh bulkhead to extend load length by 1.3m so that longer items such as ladders and piping can be carried. Maximum load length is 2.2 m – another class-leading figure.

The battery electric model has a 780 kg maximum payload while the petrol and diesel versions can carry up to a class-leading 1,000 kg (in long-wheelbase form).

PROACE CITY further offers features that help people who need their van to double up as office space. With the Smart Cargo system, the front passenger seatback can be folded over to form a desktop. There is also the benefit of convenient connectivity with Apple CarPlay and Android Auto smartphone integration and a USB port.

Battery Electric power

The battery electric system available in the PROACE CITY and PROACE CITY VERSO benefits from the same technical updates applied to the larger PROACE models (details above), together with a new electric motor, which gives the vehicle a maximum 100 kW (136 DIN hp) of power.

The updates have delivered a 50 km increase in the driving range to 330 km (WLTP standard). Using a 100 kW DC fast charging system, the 50 kWh battery can be recharged to up to 80% in around 30 minutes.

Customers in colder climates can specify an optional heat pump which can help warm the cabin without drawing excessively on battery charge, thus protecting the vehicle’s driving range.

The PROACE CITY and PROACE CITY VERSO also benefit from the energy-capturing regenerative braking system features of the larger PROACE models, detailed above.

Diesel and petrol powertrains

Both PROACE CITY and PROACE CITY VERSO are available with a choice of two 1.5-litre diesel powertrains: 100 DIN hp (75 kW) which is badged 100, with a six-speed manual transmission and a 130 DIN hp (96 kW) eight-speed automatic version. They can also be specified with a 1.2-litre petrol engine with manual transmission delivering 110 DIN hp (81 kW).