Sell what touches where it touches. Toyota has a maximum and it is clear that they want to make clear their potential clients who are not willing to make the jump to the electric car without guarantees. While other brands begin to back down, Toyota doesn’t have to do it. The question is whether it will be late when you want to go ahead.
At the moment, this is your way.
“We will not drive”. “I hope we can establish Toyota’s electricity in the markets where they achieve strong sales. But we will not boost them in those markets where there is no demand.” These have been the words of Andrea Carlucci, Chief of Toyota in Europe, Automobilwoche.
In the German medium, Carlucci wanted to make it clear that they hope to sell in each market what the client claims them although he recognizes that he is not being easy with all the possibilities above the table. “Toyota has always prioritized the client. Determine what technology to offer and adjust it to customer demand It is being particularly difficult. “
Toyota’s strategy. Until now, Toyota has made it clear that he will only sell in each market what the market asks. “Even taking into account the regulations, I think Our growth with hybrids has been organic. We are responding to the strong demand for hybrids in Europe, “says Carlucci.
His words are a clear reflection of what the company has been warning. Yes, you will sell electric cars, and Your last ads They are a good example of this, but They do not renounce hydrogen For those who expect keep enjoying sound and the sensations of a combustion engine. Of course, in the United States your strategy with this product is not going too well.
And in Spain? Spain has been one of those indicated. “The demand for electric is low in countries such as Italy and Spain. It is difficult to predict what the future quota will be like. As mass manufacturers, it is our duty to serve the demand of customers in each individual market in which we are active.”
And the data stress that the company’s strategy is being correct in our country. In the accumulated of the yearToyota does not have a single car among the 10 best selling in our country. And yet, it is the brand that sells the most cars by adding 58,734 registration until July. Far from the 50,972 Renault units and much more than 46,550 Volkswagen units.
At this time, 41.51% of Spanish registrations are hybrid cars, for 7.76% electric. He Toyota Corolla He leads sales as the best -selling hybrid and three of the four best -selling cars with this technology are from Toyota. Among the plug -in hybrids, only the Toyota C-HR manages to face Byd Seal U.. And the BZ4X He is tracing among the electric (best -selling sixth) after a recent campaign to lower his price.
Backing down. While others have made promises to jump into the electric car in pure brand image, Toyota does not have to face the need to back down. In recent months, Mercedes He has had to confirm that he will continue to investigate with combustion engines. Also Audi. AND Opel, the first generalist In saying that all their releases would be electric from 2025 (and completely electric in 2028) has also done the same.
Although Toyota has been indicated for not launching more electric cars to the market and it has been ensured that it was “La Nokia del Autos”the truth is that the hug to the electric car in Europe is not being expected and that is why the brands have begun to brake.
But you have to comply. Taking into account the mismatch that seems to exist between European regulators and customer demands, it remains to be seen how toyota faces possible fines to which it risks from 2027. It seems clear that in regions such as regions such as regions such as Germany either Belgium They will have a good opportunity to sell their electric ones but we will have to see if it is enough.
The European demand is to force the brands to be below 93.6 gr/km of CO2 contemplating the Average emissions from 2025 to 2027. For each gram exceeded, fines of 95 euros per car sold are contemplated. Here, countries like Spain can be a slab too big. The Toyota Corolla with the least powerful engine Approval 100 gr/km of CO2 and a C-HR rises to 105 gr/km of CO2.
It must also be taken into account that plug -in hybrids no longer subtract as before In the average emissions because the way to calculate its emissions has been changed. Therefore, Toyota seems to be clear that he will have to scratch his pocket and enter an agreement with other companies to appear before the European Union with an average emissions below the maximum allowed. Tesla looks like one of the great candidates.
Photo | Toyota
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