Toyota’s 6 million electrified sales in Europe highlight benefit of its multi-pathway strategy

Summary

Toyota Motor Europe’s (TME) cumulative sales of electrified vehicles pass 6 million
TME’s multi-pathway strategy has seen average fleet emissions reduce by over 50% since 1995
Globally, Toyota passed 30 million electrified vehicle sales since the launch of Prius in 1997

Toyota Motor Europe (TME) has reached a significant milestone with its cumulative sales of electrified vehicles surpassing six million at the end of 2024. This achievement reflects the success of Toyota’s multi-pathway strategy which enables customers to reduce emissions wherever they live, especially where the enabling conditions for zero emission vehicles are limited.

In Europe, Toyota offers a wide line-up of battery electric, fuel cell electric, plug-in hybrid and hybrid vehicles as part of the multi-pathway approach. Since 1995, Toyota’s average tailpipe emissions in Europe have decreased by more than 50%^* underlining the positive impact of its diversified approach to electrification.

In 2024, TME outperformed the market with a 4% year-on-year increase, selling in excess of 1.2 million Toyota and Lexus vehicles, an all-time sales record. The mix of electrified vehicles within TME's sales portfolio grew to 74%, reflecting the market demand for a multi-tiered approach to CO₂ reductions that the multi-pathway strategy offers.

Globally, across the period 1997-2024, Toyota has exceeded 30 million electrified vehicle sales.

Toyota is committed to achieving 100% CO2 reduction in all new vehicle sales by 2035 in Europe. This goal aligns with Toyota’s global Environmental Challenge 2050, which aims for carbon neutrality by 2050 and in Europe by 2040.

_{* Between 1995 and 2021, Toyota average fleet emissions for passenger cars decreased from 192 CO2 g/km to 92 CO2 g/km. From 2021, CO₂ measurement methodology changed from NEDC to WLTP.}

Electrified powertrain mix in units sold as of the end of 2024
Powertrain	Global	Europe
HEV	29,315,916	5,884,708
PHEV	761,578	165,830
FCEV	27,723	3,897
BEV	289,840	93,259
MHEV	141,593	35

Note to editors:

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.