Toyota Motor Europe (TME) sold 1,173,419 Toyota and Lexus vehicles in 2023, up +9% year-on-year resulting in a market share of 6.7%. It’s TME’s highest ever sales result and reflects the increasing success of TME’s multi-path strategy. During this period, sales of electrified vehicles increased by +14% and now accounts for 70% of total volume. Lexus sales increased by +46% year on year making it one of Europe’s fastest growing premium brands, while Toyota remained the second best-selling passenger car brand across the region.
“We are very pleased with another strong sales performance which marks an all-time record in our sales region. We have introduced several new zero and low-emission electrified vehicles as part of our multi-path strategy to offer customers the solution which best meets their needs, among them, the all-new Toyota C-HR and Lexus LBX which will provide a further sales boost in 2024. And, as we recently presented there’s more to come with many exciting new zero-emission products in the pipeline that will help us meet our carbon neutrality goals in Europe,” said Yoshihiro Nakata, President and CEO of Toyota Motor Europe.
Brands and model performance
Toyota sold 1,099,782 passenger cars and commercial vehicles in 2023, an increase of +7% year-on-year. The brand’s top sellers were Yaris range, Corolla range, Toyota C-HR, Aygo X and RAV4 which together represented 76% of total brand sales. Total sales of Toyota electrified models reached 755,005, an increase of +11% year-on-year. Sales of the bZ4X, Toyota’s first battery electric SUV on a dedicated eTNGA platform reached 19,606 vehicles during this period. The brand’s sales momentum is set to continue in 2024 as deliveries of the new Toyota C-HR ramp up in the first quarter of 2024.
Toyota Professional achieved a record 140,062 sales in 2023 an increase of +18% year-on-year. The portfolio now offers includes electrified options on all models and battery electric vehicles account for 14% of total sales for the PROACE and PROACE CITY family which is expanding with the addition of the new large-sized PROACE MAX. Further volume growth is anticipated this year as the launch of the new Hilux Hybrid 48V is set to expand the iconic Toyota Hilux range. Toyota Professional’s dedication to customer care will be boosted by the rollout of an all-new retail concept for the 250 existing Toyota Professional centres at dealerships with plans to extend to 500 centres to support the ambition to exceed 180,000 sales by 2025.
Lexus experienced rapid growth in 2023 selling a total of 73,637 vehicles, an increase of +46% year-on-year. Its electrified sales mix accounted for 87% of total sales and almost 100% in West Europe. Lexus’ accelerated sales growth stems from the brand’s strong offensive in the D-E Premium SUV segment, providing a choice of hybrid, plug-in hybrid and battery electric powertrains across three models: NX (+47% sales year-on-year and +50% for PHEV version), RZ (newly introduced) and RX (+44% year-on-year). New generation RX sales have increased +45% year-on-year with its plug-in version at 33% of the model’s total sales mix. The brand’s is targeting further growth in 2024 with strong demand for the all-new flagship luxury mover LM and the highly anticipated launch of Lexus’ first ever urban crossover, LBX, in early 2024.
