For the specific Q3 period (July-Sept 2020) the trend was even stronger with sales up +11.5% year-on-year as September’s customer contract intake for New Yaris marked an all-time record month for any Toyota model, with current total demand allowing TME to increase its 2020 sales outlook.

Brands and model performance

Toyota’s best sellers, Corolla, Yaris and RAV4 delivered 57% of the brand’s total 664,157 sales across the first 9 months of 2020. Toyota’s sales have recovered well from a sharp market contraction in the second quarter and are now down by only -14% for the period Jan-Sept 2020. Hybrid sales accounted for 61% sales in West Europe, 23% in East Europe and 51% at a regional level.

Lexus sold 50,924 vehicles in the year to September, a decrease of -20% but still outperforming the total market. The brand’s best sellers include its SUVs, RX, NX and UX which make up 75% of sales. Hybrid sales account for 64% of the total regional mix and 99% in West Europe.

TME highlights Jan-Sep 2020:

• Total sales: 715,081 (-15% year-on-year)
• Market share: 6.1% (+0.8 ppt year-on-year)
• Total hybrid sales: 372,893 (-14.5% year-on-year)
• Hybrid mix: West Europe: 63% - East Europe*: 21% - TTL: 52%

Toyota highlights Jan-Sep 2020:

• Toyota sales: 664,157 (-14% year-on-year)
• Top sellers: Corolla Range (138,337); Yaris (135,292); RAV4 (106,137)
• Top hybrids: Corolla Hybrid Range (107,598); Toyota C-HR Hybrid (81,637); Yaris Hybrid (66,340);
• Total hybrid sales: 340,226 (-13% year-on-year)
• Hybrid mix: West Europe: 61% - East Europe*: 23% - TTL: 51%

Lexus highlights Jan-Sep 2020:

• Total Lexus sales: 50,924 (-20% year-on-year)
• Top sellers: NX Range (13,514); RX Range (12,664); UX Range (12,029)
• Top gainers: GX range (+76%)
• Top hybrids: UX Hybrid (11,336); NX Hybrid (9,302); RX Hybrid (4,066);
• Total hybrid sales: 32,667 (-24% year-on-year)
• Hybrid mix: West Europe: 99% - East Europe*: 7% - TTL: 64%

Sales for Jan-Sep 2020 are listed below

*East Europe includes Russia, Kazakhstan, Caucasus, Ukraine, Turkey and Israel.(1) Toyota Motor Europe is responsible for all Western, Central and Eastern European countries including Turkey and Russia as well as Israel and a number of Central Asian markets (Armenia, Azerbaijan, Georgia, and Kazakhstan).

Models listed in italics are produced locally at Toyota’s European manufacturing facilities.

The range of available hybrid electric vehicles at the global level from Toyota and Lexus now reaches 44, far eclipsing the original flag-bearer that remains the symbol of the company’s early and visionary foray into mass electrification.

Toyota’s decision to develop hybrid electric vehicles started over 25 years ago when Takeshi Uchiyamada led a team to develop a car for the 21^st century, one which would reduce greenhouse gas emissions and other harmful pollutants. The first-generation Prius was launched in 1997 around the time of the Kyoto Protocol signing, which gave new momentum to the environmental movement. Today, 15 million hybrid sales later, Toyota has made a significant contribution to the environment as its hybrid electric technology has reduced CO₂ emissions by more than 120 million tonnes worldwide to date compared to sales of equivalent petrol vehicles.

The company’s original vision has allowed Toyota to be the leader in meeting increasingly stringent emissions regulations around the world.

Across this period, Toyota has seen demand for its hybrid electric vehicles soar as the company has combined this innovative technology with emotional design enabled by the roll-out of its TNGA global platforms. Beyond the current 4^th generation hybrid system, Toyota is continuing to refine its hybrid technology to achieve even lower emissions and ever-better fuel efficiency. Today, hybrid electric vehicles are affordable, accessible and convenient for customers across a broad spread of European markets.

Hybrid naturally leads to BEV and FCEV

While Toyota believes that HEVs are an essential part of the future overall mix of electrified vehicles, two decades of electrification experience also feed into the company’s mutli-powertrain strategy. The company provides and will continue to provide various types of electrified vehicles to reduce emissions based on regulations, market infrastructure and ultimately customer demand. Toyota does not see a one ‘winner takes all’ scenario but a future where the different electrified technologies, including hybrids and plug-ins (PHEV), fuel cell (FCEV) and battery electric (BEV) vehicles, all play a part.

As a result of its long hybrid electric vehicle experience, the company has deep transferable expertise in the core electrification technologies which are common across all form of electrified powertrains, putting them in pole position for an electrified future. Over two decades of continuous development of electric motors, batteries and power control units has taught Toyota how to manage and reuse energy efficiently, providing a range of electrified options for Toyota and Lexus customers through HEVs, PHEVs, BEVs and FCEVs.

To realise this vision in Europe, Toyota is planning to launch 40 new or updated electrified vehicles by 2025, across all technologies, including at least 10 ZEVs. Its hybrid electric vehicles will remain a core part of the powertrain mix meeting customers’ needs and helping drive down emissions together with other types of electrified vehicles. That has been the company’s goal ever since it launched the first Prius over 20 years ago, with the ultimate ambition to achieve zero emissions in a widespread and sustainable way.

When walking into the Toyota Radosc retailer in Warsaw, Poland, little did Ms Magdalena Sobolewska-Bereza suspect she would find herself half an hour later taking the keys of her brand new Toyota C-HR Hybrid from the General Manager of Toyota Radosc, Maja Kleszczewska, during a small celebration. Turns out Ms Sobolewska-Bereza just bought the 2 millionth hybrid sold by Toyota since the company pioneered hybrid electric technology in 2000 in Europe.

Independent research* shows that a self-charging Toyota hybrid drives in zero emissions mode more than 50% of the time, in both urban and suburban environment. There is no need to plug in the car since the system charges the battery while driving, decelerating and braking. These benefits, in addition to the comfortable and silent experience, are assets that are highly valued by customers.

In 2011, 10% of our European customers chose a hybrid. This figure has grown exponentially to 47% in 2018: today, almost one out of every two cars sold by Toyota in Europe is a hybrid. Thanks to the large line-up – Toyota has 8 hybrid models, Lexus 9 – there is a choice to cater for each customer’s taste, from the B-segment Toyota Yaris Hybrid to the Lexus flagship coupe LC500h.

Since the Prius was introduced in 1997 in Japan, Toyota has sold over 12 million hybrid cars worldwide. More than a numerical milestone, this demonstrates the way self-charging hybrid electric technology has changed the rules of the game. It has emerged as a mainstream solution to reduce greenhouse gas emissions and other pollutants. In the footsteps of the iconic Prius that started it all, Toyota now sells 34 different hybrid models in more than 90 countries and regions across the globe. This has helped to reduce CO2 emissions by 93 million tonnes.

In October 2015, Toyota announced the Toyota Environmental Challenge 2050. As part of this set of challenges, it aims to reduce new vehicle CO2 emissions by 90% by 2050, compared to the levels in 2010. Toyota aims to reach that ambition by accelerating the popularization of electrified cars. It aims to put more than 5.5 million on the road every year, by 2030 - at least one million of which will be zero-emissions vehicles. Toyota hybrid electric technology is at the heart of its portfolio of environmentally friendly cars, encompassing plug-in hybrid electric (PHEVs), battery electric (BEVs) and fuel cell electric vehicles (FCEVs).

REFERENCE - TABLE

* Research by CARe (Center for Automotive Research and Evolution) of the University Guglielmo Marconi in Rome in collaboration with Enea (Italian National Agency for New Technologies, Energy and Sustainable Economic Development) 

TME’s sales in the EU+EFTA region grew by 6.8% year-on-year. Sales in the rest of TME’s Europe region (including Russia, Kazakhstan, Ukraine, Caucasus, Turkey and Israel) were stable at -0.8% versus a market down by 10%. This resulted in an increase in share of 0.8 percentage point at 8.41% in the area.

The sales growth in Europe was driven by another significant increase in Toyota and Lexus hybrid vehicle sales, up 38% from Q1 2015 at 71,749. Hybrid sales represented 30% of all sales of TME for the quarter, compared to 24% for the full calendar year 2015. TME plans to sell more than 270,000 hybrids in CY2016 and has a mid-term plan to sell achieve 50% hybrid sales by 2020.

The second contributor to the strong quarter were sales of Lexus premium vehicles. Lexus recorded its best-ever quarter in Europe, up 16% year-on-year, with 18,058 sales.

What they said:

Karl Schlicht, Executive Vice President, Toyota Motor Europe

“Since years, we have put the emphasis on two major strategic directions: hybrid, and the Lexus premium brand. We continue to beat records in hybrid sales, and premium customers are responding to Lexus’ new design and powertrains. We are also extremely pleased with our sales in Eastern Europe where our network is performing heroics in a difficult market, and gaining share.”

Matt Harrison, Vice President, Sales, Toyota 

“The new RAV4 hybrid is off to a fantastic start, demand for Auris and Yaris hybrids is showing no signs of slowing down, and the new Prius has just gone on sale in Europe, so we’re on track to achieve our ambitious hybrid targets. With the new PROACE van range and the new Hilux pickup coming soon, the year is looking bright in Toyota showrooms.”

Alain Uyttenhoven, Vice President, Lexus 

“The second half of 2015 was marked by an intensive string of new model introductions, including RX, GS F and RC in all European markets as well as LX in the Eastern markets, and we are delighted to see such positive customer response. We are committed to further increase the strength of the Lexus brand in Europe and we look forward to a very successful 2016.”

Toyota highlights this quarter:

• Top 3 sellers: Yaris (56,398); RAV4 (28,246), Auris (41,136)
• Top 3 gainers: Avensis (+45%); RAV4 (+15%); Auris (+15%)
• Top 3 hybrids: Auris Hybrid (24,021); Yaris Hybrid (21,320); RAV4 (8,117)
• Top 3 hybrid gainers: Prius (+66%); Auris Hybrid (+33%); Yaris Hybrid (+14%)
• Total hybrid sales: 59,608 (+43% year-on-year)
• Hybrid mix: 27%

Lexus highlights this quarter:

• Top 3 sellers: NX (6,315); RX (4,024); CT200h (2,445)
• Top 3 gainers: LX (+165%); RX (+155%); RX Hybrid (+92%)
• Top 3 hybrids: NX Hybrid (4,672); RX Hybrid (2,362); CT200h (2,445)
• Top 3 hybrid gainers: RC Hybrid (new); RX Hybrid (+92%); GS Hybrid (+20%);
• Total hybrid sales: 12,141 (+15% year-on-year)
• Hybrid mix: 67%

Table 1 – TME ⁽¹⁾ Q1 sales in 2016

^{(1) Toyota Motor Europe is responsible for all Western, Central and Eastern European countries including Turkey and Russia as well as Israel and a number of Central Asian markets (Armenia, Azerbaijan, Georgia, and Kazakhstan).}

^{Models listed in italics are produced locally at Toyota’s European manufacturing facilities.}

“Our excellent hybrid sales performance demonstrates that European consumers look beyond gas price fluctuations and are attracted by the benefits of driving a hybrid, and not just that they save on fuel and emissions,” said Johan van Zyl, President and CEO of TME.“Those include very low cost of ownership, the pleasure of quiet driving and the benefit of an electric drivetrain with no range anxiety,” said van Zyl.

Within those hybrid sales, the Yaris hybrid recorded sales of 72,000 in 2015, up 23% versus last year, proving that hybrid technology is accessible even on a B-segment vehicle. More than one in three Yaris sold in Europe is a hybrid. 

The new Auris hybrid also did extremely well with an increase of 12% year-on-year at 78,500 sales. More than half of all Auris sold by Toyota are hybrid.

For the Lexus premium brand, hybrid sales increased by 24% to reach 41,000 units. Lexus Hybrid Drive vehicles make up 64% of total Lexus sales across the continent, and reach 96% of sales in Western Europe alone.

“With sales of both the new generation Prius and the new RAV4 hybrid about to start, the irreversible drive towards ever more hybrid sales in Europe will continue in 2016,” said van Zyl. “We aim to reach more than 400,000 sales by 2020,” he added.

2015 overall sales results

Overall sales of Toyota and Lexus vehicles reached 874,000 units in 2015 (-1.5%)TME’s sales results reflect two trends last year: 

• sustained growth in Western Europe (+7%) and Central Europe (+18%).
• a decline in sales in Eastern Europe (Russia, Kazakhstan, Ukraine and the Caucasus region) in line with the very strong market decline (-36%)

The group’s overall market share stood at 4.6%.

“Our overall sales results in 2015 were in line with our expectations,” said van Zyl. “We knew from the start that with the Ruble depreciation, 2015 would not be an easy year, but we were able to maintain our share in Eastern Europe whilst increasing our sales in the rest of Europe by 9.5%. We are particularly proud of the extremely strong performance of our hybrid models and the all-time record for our premium brand Lexus in Europe.”

Strong performance of Toyota European produced models

Sales of European produced Toyota vehicles increased by 27,000 units (+5%) and now represent 71% of the total sales (+6% points versus last year).

The new AYGO reached 89,000 sales, a 26% increase year-on-year, continuing to perform strongly in its second year post launch. The newly redesigned Yaris increased sales by 11% to 201,000 units. The new Auris and Avensis, both updated in 2015, have been well received, with 142,000 sales for Auris (stable in a declining segment) and 35,000 sales for Avensis (+17%), with both models’ new interior and exterior designs, and powertrain enhancements earning high praise. 

2016 will see the arrival on the market of new or redesigned models: the new Prius; the RAV4 hybrid; the new Hilux, and the new PROACE.

Lexus has best year on record in Europe

Lexus has achieved its best-ever sales in Europe in 2015. Sales increased by 20% year-on-year to reach nearly 64,000 units. 

“Sales grew strongly in Western Europe and increased even in Eastern Europe despite the market decline,” said van Zyl. “We expect the strong performance achieved in 2015 to continue through 2016 towards another sales record and on track towards our 2020 target of 100,000 sales,” he added.

Lexus sales increased in Western Europe by 31%, in Central Europe by 50% and by 1% in Eastern Europe, despite the challenging environment. The market share in those respective regions increased to 1.2% (+0.2% points increase) in Western Europe, 3.6% (+0.8% points) in Central Europe and a record 12.2% (+3% points increase) in Eastern Europe versus last year.

In a line-up now comprising 9 different models covering the main premium segments, the NX became Lexus’ best seller with 28,000 sales, 61% of which were hybrid. The new RX, launching now, will bring a significant increase in sales in 2016.

“However good they are, sales figures are just sales figures,” said van Zyl. “What’s most important to us in Europe is to grow our brands and our business in a solid and sustainable way, with profit. And we’re doing exactly that by providing ever better Toyota and Lexus cars with ever better service to our customers.”