Toyota Motor Europe’s sales in 2009 fell 20% year on year to 855,294 for the Toyota brand; Lexus sales were down 40% to 27,057, the company said in a statement. TME noted that sales were affected not just by shrinking markets in Europe but also by a number of model changes.
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In 2009, TME, with plants in countries including the UK, France, Poland, the Czech Republic and Turkey, produced 517,579 vehicles (-26%), 527,942 engines (-34%) and 553,839 transmissions (-5%).
Toyota’s best-seller in Europe was the Yaris [aka Vitz] with sales of 215,921, 10% down on 2008 volumes. But Prius sales – the third generation was launched in summer 2009 – grew 3% to 42,712 taking the line’s cumulative sales here above 200,000.
TME confirmed the Auris [aka Corolla] hybrid would start production at its UK plant next June as it expands its range of low-emission hybrid vehicles across Europe.
Lexus sales were led by the recently redesigned RX SUV with year-end sales of 13,647 vehicles, down 22% versus 2008, which TME said was accounted for the full model change.
In 2009, hybrid vehicles accounted for 45% (12,134 vehicles) of total Lexus sales, highlighting a growing demand for environmental technologies by premium buyers.
“Looking forward to 2010, we expect a more predictable market in Europe, with an industry slightly below this year’s level”, said TME president and CEO Tadashi Arashima.
“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,” added Arashima.
“With more than 2m 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.”
