Be it the new line of Prii vehicles or updated hybrid versions of the existing models, the Toyota hybrids are at the core of the auto maker's strategy all over the world in general and in Europe in particular. Europe is for Toyota, as is for all car makers producing hybrids, a market that is not even close of reaching its full potential when it comes to this type of vehicles.
The models introduced in Geneva, like the Yaris or the Prius MPV, are hoped to chip in and help Toyota achieve the profits it dreams of in Europe. To make the hybrid statement even more credible, Toyota plans to launch 10 new hybrids in Europe over the next two years, as part of its recently announced strategy to offer a hybrid version for each of the models in its portfolio.
"To regain profitabilty was my number one priority when I took over Toyota Motor Europe a year ago - and hybrid models are playing a crucial role in our plan of a sustainable and profitable growth," Toyota Europe's chief executive told Autonews. "We could regain volume and market share faster, but I aim to a sustainable, profitable growth."
The growth Toyota is pondering translates into reaching hybrid sales equal to 20 percent of all models sold in Europe. With only four hybrids in the lineup, last year Toyota's hybrids managed to account for 9 percent of all European sales.
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