Toyota Sales Data & Trends for the European Automotive Market
Toyota sales in Europe slowly declined from 2009 to 2013, much like most of its mainstream competitors as the market has moved more towards premium or low-cost. Since 2014 the brand is in rebound-mode, winning back 160.000 annual sales, although there’s still plenty of room to grow to its peak of 2007. In recent years, Toyota’s market share has fluctuated between just under 4% and 4,4% as the biggest Asian brand in Europe by volume.
The brand’s best seller is the Yaris subcompact with nearly 200.000 annual sales, while the C-HR subcompact crossover is quickly closing in on the #2 position, selling over 100.000 units in its first full year of sales. Both models get a significant percentage of their sales from hybrids (about 45% for the Yaris and above 50% for the C-HR). As a result of the technology becoming available on more and more models within the brand, the Prius has suffered, as the latest generation is selling at far below the rate of its predecessor in its peak years. The Prius+ MPV on the other hand is relatively stable, so perhaps the design of the new Prius sedan is a bit too controversial. The Auris was replaced by the Corolla in 2018.
The midsized Avensis has dwindled to less than a fifth of its sales in the beginning of the millennium and at these volumes there’s no business case to develop an all-new Europe-only model. Toyota has returned the Camry to Europe instead. The brand may be better off to abandon the shrinking segment and go all-in on crossovers, as the success of the C-HR and the ongoing strong performance of the RAV4 are any indications of what’s possible. What will happen to the Aygo minicar now that its manufacturing partner PSA has taken over Opel/Vauxhall is not known, but the little Toyota is the most popular of the triplets and a replacement of the current generation is still a few years away so anything can happen.
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