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Toyota Motor Europe announces 2009 sales and production results

Toyota Motor Europe (TME) report year-end sales of 882,351 vehicles. From January to December 2009, TME sold 855,294 Toyota vehicles (-20% vs. 2008) and 27,057 Lexus vehicles (-40% vs. 2008), achieving a market share of 4.9%. Sales were impacted by shrinking markets in many European countries and by several model changes in the product line-up. In 2009, TME produced 517,579 vehicles (-26%), 527,942 engines (-34%) and 553,839 transmissions (-5%). Cumulative vehicle production in Europe passed the six million mark. The mix of environmentally-friendly technologies such as Hybrid Synergy Drive (HSD), Toyota Optimal Drive and Lexus Hybrid Drive reduced TME’s fleet-average CO2 emissions to below 140 g/km in 2009. The start of production of Auris HSD in the UK in June 2010 further underlines TME’s commitment to expand its offering of low-emission hybrid vehicles to all customers in Europe.

The five Europe-built core models Aygo, Yaris, Auris, Verso and Avensis sold 565,008 units in 2009. Toyota sales were led by Yaris with 215,921 vehicles sold, down 10% from the previous year. The newly launched Avensis and Verso increased share in their vehicle segments, particularly in the private car market. Supported by enthusiastic consumer response to the third generation launched in summer 2009, Prius sales grew by 3% in 2009 versus 2008 and reached 42,712 units. This achievement helped TME break the 200,000 mark for cumulative European hybrid sales.

Lexus sales were led by the new RX with year-end sales of 13,647 vehicles (-22% versus 2008, reflecting the model change). This was largely driven by 10,702 sold units of the hybrid RX 450h, which exceeded sales targets since its launch in May 2009 with best-in-class CO2 of just 148 g/km. In 2009, hybrid vehicles accounted for 45% (12,134 vehicles) of total Lexus sales, highlighting a growing demand for environmental technologies by premium buyers.

Sales and production results were impacted by the fluctuations in the European market, spurred negatively by the economic downturn and positively by public incentive schemes in various countries. In key markets such as UK, Spain, the Netherlands and Sweden, Toyota achieved record market shares. On the other hand, Toyota and Lexus sales were negatively affected by the recession in markets such as Russia or Ireland, where the company has a strong market share.

‘Looking forward to 2010, we expect a more predictable market in Europe, with an industry slightly below this year's level’, said Tadashi Arashima, President and Chief Executive Officer of TME. ‘However, we predict a positive development of our market share. We saw clear signs for this upward trend already in the fourth quarter of 2009 when we started to benefit from our renewed model line-up, especially in the private car market. Furthermore, enhanced product offers in the important mainstream and premium C-segments will support our sales in the coming years, with the introduction of the Europe-built Auris HSD and a brand new Lexus hybrid model, two industry firsts in these strategic segments.’

‘In a tough market environment, we will continue to promote the benefits like low cost of ownership that our full hybrid technology brings’, said Arashima. ‘With more than two million full hybrid vehicles on the roads and completely satisfied customers, we think that we are well positioned to offer our customers the advanced mobility solutions they are looking for.’

Moving forward on the development of full hybrid technology, Toyota will introduce approximately 200 plug-in hybrid vehicles (PHVs) in Europe for use by governments and businesses as from 2010. PHVs are expected to achieve fuel efficiency superior to conventional gasoline-electric hybrid vehicles, reduce consumption of fossil fuels, as well as reduce CO2 emissions and atmospheric pollution.