Toyota Electrification Strategy in Europe Today and Tomorrow

Toyota Electrification Strategy in Europe Today and Tomorrow

Automotive News Europe Congress 22nd May 2019

Matt Harrison

Executive Vice President Toyota Motor Europe

2050

New vehicle zero emissions Life cycle zero emissions (raw materials, parts & manufacturing, use, recycling) Plant zero emissions Minimizing and optimizing water usage Establishing a re-cycling based society Establishing a future society in harmony with nature

New Vehicle Emissions

By 2050, reduce new vehicle CO emissions by 90% vs 2010

Toyota DNA: Environmental Leadership

Toyota DNA: Customer First

Shotaro Kamiya (1898-1980) President and Honorary Chairman

Toyota Motor Sales

"First the customer,

then the dealers,

then the manufacturer.

This attitude is the best approach in winning the trust of customers and dealers and ultimately brings growth to the manufacturer."

Consistent Hybrid Growth in Europe

480K

Sales

>60% Mix*

in Western

Europe

46%

Mix*

2008 2009 2010

CURRENT MIX

(Q1 2019):

Yaris

2011 2012 2013 2014 2015 2016

RAV4

Corolla H/B Toyota C-HR

2017 2018

Lexus

55%

71%

81%

89%

71%

* includes RU, KZ and TRK (under TME responsibility)

(99% Western Europe)

Hybrid expansion driven by model introductions...

600000 500000 400000 300000 200000

Prius

100000

Yaris Prius III Corolla

Camry Corolla RAV4

C-HR

RAV4

0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

...linked to clear long-term Sales & Marketing Plans

Hybrid key Toyota differentiator to drive

performance

TOYOTA 15 Plan

Become undisputed Hybrid Leader

150K Hybrid Sales/year 50% Hybrid Mix In B&C Segments

TOYOTA 21 Plan

Customer-Centric Strategy

1M Sales 5% Market Share 50% Hybrid Mix

2009

2010-2012

2013-2015

2015-2019

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