Toyota Makes Waves in a Lackluster European Market
This page is translated from the original post "Toyota marche sur l’eau dans un marché européen morose" in French.
- 23/07/2025 14:44
In the face of the disorderly rush toward all-electric vehicles, Toyota is charting its path against the current by betting on hybrids.
While most manufacturers have rushed toward all-electric vehicles with varying degrees of preparation, Toyota has stuck to its hybrid strategy. This choice has often been criticized but seems to be paying off today: in the first half of 2025, Toyota Motor Europe (TME) recorded a sales record with 635,328 vehicles sold, marking a 1.4% increase in a global market down by 1.54%. The brand thus maintains its position as the number two in passenger car sales on the Old Continent.
The driving force behind this success? Hybrids. Electrified vehicles – hybrids, plug-in hybrids, and 100% electric – now represent 77% of Toyota and Lexus’s European sales, with a 6% increase over the past year. In certain areas such as Western Europe, this share even rises to 80%. In detail, Toyota sold 591,115 vehicles, of which 449,374 were electrified, led by the Yaris Cross, Corolla, and Toyota C-HR. Lexus also shows a strong dynamic, with sales up by 7% and an electrified mix reaching 100% in Western Europe.
Toyota Professional, the group’s utility division, has recorded a leap of 12%, reaching an unprecedented sales level with 80,448 units.
The hybrid is the engine of Toyota in Europe
While self-recharging hybrids remain the majority, the growth of plug-in hybrids is spectacular (+272%), notably due to the success of the new Toyota C-HR. Sales of 100% electric models have also increased by 46%, but remain marginal in the overall volume.
You might be interestedin this article:
This “multi-technology” strategy allows Toyota to meet a variety of needs without relying solely on all-electric options. However, future regulatory developments could complicate this approach. European legislators, committed to a race towards carbon neutrality, may impose increasingly stringent emission thresholds, potentially sidelining hybrids.
Toyota is thus reaping the benefits of its consistency today. But the future may well demand a more radical reinvention.
ALSO READ: The Toyota Land Cruiser Diesel becomes (almost) reasonable
We also suggestthese articles:
Also read
