Toyota sees Volkswagen Group’s emissions scandal giving it an advantage in Europe, where buyers looking for fuel-efficient cars have long favored diesels over the Japanese automaker’s specialty: hybrids. VW Group’s emissions cheating has not affected sales of Toyota diesels in Europe but it had allowed the automaker to focus on its hybrids.
Europeans are getting used to hybrids now. Toyota’s goal is that 50% of our sales will be hybrid by 2020 across Europe. This not only plays to their technology strength, hybrid is also a very strong brand builder.
Boosting hybrid sales will also put Toyota “in a great position” to meet stricter emissions regulations planned by EU regulators.
Toyota has a strong hybrid lineup in Europe, offering the drivetrain on its Yaris, Auris, RAV4 and Prius models. The brand’s new C-HR Crossover, due to launch late this year, will also have a hybrid drivetrain, along with petrol and diesel versions.
Last year Toyota sold 209,000 hybrids in Europe, accounting for 24% of total sales. It expects that number to rise to 270,000 this year, accounting for 30% of its total sales.
Europe is Toyota’s strongest hybrid market outside Japan. Overall hybrid sales are low in Europe, accounting for less than 2 percent of the region’s total new-car volume while diesel-powered cars make up nearly half of the region’s vehicle sales.
