While the introduction of a hybrid variant to the C-segment Auris range from the middle of the year commanded much attention in Geneva, a Toyota executive told just-auto that changes to the rest of the Auris range for 2010 include a much enhanced driving experience – an area seen by many as a competitive weakness for the current model.

Didier Leroy, Toyota Motor Europe’s sales and marketing VP, said the Toyota Auris – launched in 2007 and designed primarily for Europe – has been much improved in a number of areas including the interior and powertrain offerings.

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However, he stressed the role of engineering improvements aimed at achieving better driving dynamics.

“We were not systematically viewed as being at the top level in terms of driveability in the class,” he conceded.  “But when you drive the new car, there is a big difference with the previous one in terms of driving pleasure.”

The improved petrol and diesel Auris models for 2010 are being launched across Europe currently.

The hybrid variant ‘Auris HSD’ will also be made in the UK and goes on sale in Europe from the middle of the year.

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Leroy is cautious on volumes for the hybrid Auris but said production capacity for this year will be between 10,000 and 15,000 units.

“Next year production capacity will be close to 40,000,” he said.

Leroy would not be drawn on pricing for the hybrid Auris but sees it appealing to a different customer group from the rest of the range.

“We are a little bit disappointed with the sales performance of the current Auris in the European market,” he said.

“And we really want to create strong interest in the car. A hybrid Auris creates new customers for the car, and not just the traditional Auris customers.

“A Prius is a kind of statement. Auris hybrid will be a little more conventional, but with a very high performance and level of hybrid technology.”  

Dave Leggett 

GENEVA SHOW: Too early to assess damage to brand in Europe – Toyota

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