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 all-new Toyota PROACE MAX combines powerful load carrying and class-leading capacity with efficient performance and a powerful, robust design.

As Toyota’s first heavy duty van (HDV) in Europe, it joins the updated PROACE, PROACE CITY and Hilux to complete a comprehensive Toyota Professional portfolio of light commercial vehicles.

In common with all other models in the PROACE family – the PROACE medium-duty van, compact PROACE CITY and the VERSO people carrier models – PROACE Max is available with a battery electric powertrain that brings responsive performance, ride comfort and high-capacity haulage in a variety of configurations suitable for any task, without sacrificing practicality or reliability.

The electrification of its light commercial range emphasises Toyota’s multi-path technology strategy towards carbon neutrality. Toyota believes that all customers, including those purchasing vehicles for commercial use, should have access to a variety of affordable and practical options to accelerate the pace of CO2 reduction today and contribute to a transition to zero emission mobility in the future.

In addition to its load-carrying and performance qualities, PROACE MAX presents a striking exterior design, focused on a new frontal treatment that creates a new PROACE family identity. This includes a stylish upper element in the van’s body colour which extends around the matt black grille to flow into the colour-matched front bumper.  The purposeful look is emphasised by the full LED headlights; the front fog lights have a cornering function for enhanced visibility. The wheel specifications include new 16-inch alloys for High grade models.

The multimedia offering includes a new 10-inch touchscreen and seven-inch colour TFT instrument display, standard on the High grade electric versions and available as an option on high grade diesels (full details of the infotainment and connectivity features are provided in the multimedia section below).

To ensure that the widest possible range of customers is catered for, PROACE Max offers conversion options, both factory-delivered and bespoke adaptations by Toyota-authorised specialists. Similarly, a wide range of accessories are available to suit different user and business needs.

VERSATILITY AND EXCEPTIONAL LOADING CAPACITY

The all-new PROACE MAX line-up covers a wide range of dimensions, giving customers a breadth of choice when it comes to selecting the size of vehicle that best suits their needs, together with numerous conversion possibilities.

In full van format there are six different sizes to choose from, based on two wheelbase options (3,450 mm and 4,035 mm), three lengths (5,413 mm, 5,998 mm and 6,363 mm) and three heights (2,254 mm, 2,524 mm and 2,764 mm. These combinations provide cargo area volume from 10 m3 to 17 m3, with space enough to comfortably carry up to five Euro pallets.

To put the load capacity into context, the L4 H3 PROACE MAX offers three times the load volume as the largest PROACE medium-duty van.

The panel vans are just one element in the PROACE MAX story: it is also available in factory-built one or three-way tipper and dropside configurations and as a Crew Cab with a second row of four seats, taking seating capacity up to seven (see below for further details on conversion options).

Gross vehicle weight is from 3,300 kg to 3,500 kg for the diesel models and 3,500 kg to 4,250 kg for the battery electric variants, depending on the vehicle configuration. The battery electric PROACE MAX matches the best in its class with up to 1,500 kg payload capacity and 2,400 kg towing capability. With diesel power, the maximum payload is up to 1,500 kg and the towing capacity up to 3,000 kg, depending on the combination of vehicle length and height.

POWER AND EFFICIENCY WITH NEW BATTERY ELECTRIC POWERTRAIN

A high-performance battery electric powertrain provides the PROACE MAX with the power, comfort and cost efficiency of electric driving. The system produces 200 kW (270 DIN hp) of power and 410 Nm of torque, giving the vehicle the muscle to take the toughest jobs in its stride.

With a driving range of up to 420 km (WLTP standard), the PROACE MAX is comfortably able to cover typical daily duties. The driver can adjust performance with three drive modes to suit their requirements, using a button next to the shift selector on the console:

• ECO mode optimises the driving range, limiting power output to 120 kW (163 DIN hp).
• NORMAL mode provides a good balance between power and efficiency, restricting output to 160 kW (218 DIN hp).
• POWER mode puts the emphasis on out-and-out performance, enabling the system to deliver its full 200 kW (270 DIN hp) potential.

Further benefits can be gained from the regenerative braking system. 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 four levels to choose from, 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 level of energy that will be recovered.

The 110 kWh lithium-ion battery can be recharged to 80% in as little as 55 minutes when using a 150 kW fast-charging system, helping ensure vehicle down-time is minimised. The vehicle has an 11 kW AC onboard charger to support business and home charging overnight or when parked up for longer periods; a 22 kW AC charger will be introduced in 2025.

DIESEL POWERTRAIN OPTIONS

Three diesel powertrains are also available. The entry-level unit is a 2.2-litre with six-speed manual transmission, offering 120 DIN hp (88 kW) and 320 Nm – performance suitable for large vehicle fleets.

The mid-power engine is a 140 DIN hp (103 kW) version of the 2.2 unit, with six-speed manual or eight-speed automatic transmission, giving 350 Nm or 380 Nm respectively.

The high-power diesel, also with manual or auto transmission, delivers 180 DIN hp (132 kW) and is well-suited for heavy-duty conversions.

CO2 emissions are from 198 g/km, equalling best-in-class performance. All PROACE MAX models have front-wheel drive, in common with most other models in the large van market.

CONVERSIONS AND CUSTOMISATION

Around 90% of HDVs sold in Europe have some form of customisation or make use of accessories. This can range from simple corporate liveries, internal linings and refrigeration to full body conversions to suit specific business needs. Toyota is addressing this demand by offering comprehensive conversion options and an extensive range of authentic, warrantied accessories.

Body types

In addition to the regular panel van and crew cab versions, the factory can supply incomplete vehicles which the customer can have modified to their specific requirements. These are a chassis cab and platform cab, both available in standard (5,943 mm) and extended (6,308 mm) length.

The PROACE MAX is the first PROACE model to be made available in chassis cab form, creating the potential for a wide range of different bodies and conversions. The platform cab has no bulkhead, so is appropriate for minibus or motorhome conversions.

The factory also produces the dropside and tipper conversions. These and the crew cab can be delivered with electric or diesel powertrains. Furthermore, all factory conversions benefit from the same manufacturer warranty protection as the PROACE MAX panel vans.

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.

ACCESSORIES

From the start of sales, a wide range of accessories are available to enhance load carrying, security, protection for the load space and practicality.

The load capacity can be increased with a roof platform and rear ladder, while the interior can be fitted out with range of racking and shelving systems. With the benefit of a high roof option, the space can be transformed into a mobile workshop, with power supply options.

Wood and polypropylene (up to 50% lighter than wood) linings can be specified and attachment rails and cargo straps can be added to keep items secure. There’s also a selection of enhanced security locks to choose from, together with tow hitch options for customers needing to pull trailers.

For the electric versions, cables, cable bags and wallbox chargers are available.

COMPREHENSIVE SAFETY AND DRIVER ASSISTANCE SYSTEMS

An extended range of Toyota Safety Technologies as standard provides peace of mind, protecting the vehicle and its occupants.

Safer and less stressful driving is supported by a number of new features. The Moving Off Information System (MIOS) and Blind Spot Information (BSIS), available on the BEV models with 4,250 kg GVW, help make the driver aware of any potential hazards in the blind spot area on the passenger side of the vehicle. These use a dedicated sensor and camera to monitor the area and if, for example, a pedestrian or cyclist or motorbike rider is detected, an alert lights up on the dashboard and a warning triangle sign appears in the door mirrors.

The driver gains further support from Crosswind Assist, which helps keep the vehicle stable when driving through strong crosswinds. It provides gentle, course-correcting braking to keep the PROACE MAX from drifting out of its lane. Should an accident happen, Event Data Recording collects and stores information about the vehicle’s operation and status before, during and after an impact.

A Traffic Jam Assist is due to be introduced, an extension of the adaptive cruise control which will make driving easier and safer in heavy traffic by detecting the vehicle ahead and managing the van’s lane-centring. It will also bring the PROACE Max to a stop if necessary, then accelerate back to its pre-set speed once the traffic flow is moving again.

Parking and manoeuvring the vehicle is made easier with the availability of rear parking sensors, a reversing camera and 360-warning provide by an array of 14 sensors – 16 on the L4 model. A digital, centre-mounted rear-view mirror is also available.

MULTIMEDIA AND INSTRUMENTATION

A multimedia system with a 10-inch high-definition touchscreen is provided on the PROACE MAX BEVs and is available as an option on diesel versions. The package includes an embedded SIM card to access cloud-based navigation with 3D-mapping and the benefit of up-to-moment community feedback-based traffic information.  Other features include voice recognition that responds to natural spoken commands, Bluetooth and DAB radio reception. The driver’s instrumentation is a seven-inch colour digital display

The standard provision on the diesel-powered models is a five-inch colour display with a monochrome digital instrument cluster.

Easy, wireless smartphone integration is provided, via Apple CarPlay and Android Auto.

EUROPEAN PRODUCTION

PROACE MAX marks a deeper collaboration between Toyota Motor Europe and Stellantis. The relationship began in 2012 and gives both companies the opportunity to optimise development and production costs. The PROACE MAX battery electric vans are built at the Stellantis plant in Gliwice, Poland, and the diesels and other BEV versions in Atessa, Italy.

PRODUCT LAUNCH PROGRAMME

The PROACE MAX will have a staggered roll-out across European markets, with first customer deliveries expected from September 2024.

The panel vans will be released first, followed by chassis cab and platform cab models from September and dropside conversion from October. November will see the first panel van crew cab, with the tipper arriving the following month. Right-hand versions of the BEV panel vans will be available from September.