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Automotive News Europe Congress
22nd May 2019
Matt HarrisonExecutive Vice President
Toyota Motor Europe
Toyota Electrification Strategy in Europe
Today and Tomorrow
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
2050
New Vehicle Emissions
By 2050, reduce new vehicle CO₂ emissions by 90% vs 2010
Toyota DNA: Environmental Leadership
"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.”
Shotaro Kamiya (1898-1980) President and Honorary Chairman
Toyota Motor Sales
Toyota DNA: Customer First
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
CURRENT MIX (Q1 2019):
55%
Yaris
81%
Corolla H/B
71%
RAV4
89%
Toyota C-HR
71%
Lexus
(99% Western Europe)
Consistent Hybrid Growth in Europe
* includes RU, KZ and TRK (under TME responsibility)
>60% Mix* in Western
Europe
480K Sales
46% Mix*
0
100000
200000
300000
400000
500000
600000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
RAV4
Corolla
Camry
Corolla
Yaris
RAV4
C-HR
Hybrid expansion driven by model introductions…
Prius Prius III
…linked to clear long-term Sales & Marketing Plans
2015-2019
Hybrid key Toyota differentiator to drive
performance
TOYOTA 15 PlanBecome undisputed Hybrid Leader
150K Hybrid Sales/year50% Hybrid Mix
In B&C Segments
TOYOTA 21 PlanCustomer-Centric Strategy
1M Sales5% Market Share50% Hybrid Mix
2013-20152010-20122009
360°Approach in close collaboration with our Network
ATL/BTL
Transparent Test Drives
Manage
Customer
Concerns
Steering Mechanisms
Value Chain& Service
Salesmen training
Showroom experience
Web experience
Fuel consumption
Low emissions
TCO(Total Cost of Ownership)
Highlight tangible benefits
* = Toyota Customer Test Drives across Europe and Independent Studies in Rome, Paris, Darmstadt, Dublin & Madrid
>50% zero emissions driving*
TANGIBLES
Transparent Test Drives
Fuel consumption
Low emissions
TCO(Total Cost of Ownership)
Hybrids also provide many intangible benefits
TANGIBLES
Responsive
Intuitive
Quiet
Source: AMCI Research
Feelgood Driving
INTANGIBLES
We wanted to share that “Feelgood Driving”…
«Try my hybrid»
Toyota Norway 2015
«TRY-BRID»
Toyota UK Network 2016 «New Yaris Hybrid.
Silence the City»
Toyota Europe 2012
…and shift to more emotional communication
ATL/BTL
Ensure a great Showroom experience…
Visible Hybrid Area
Best-looking Car
Unique Value Proposition
Dedicated Sales Process
Annual Health Check
Showroom experience
TCM: Great value proposition for customers & network
Customer centric: Pay per use
Leverage high residual values
High quality used cars for network
TCM: Trade Cycle Management Affordability for customers
Q4
'14
Q1
'15
Q2
'15
Q3
'15
Q4
'15
Q1
'16
Q2
'16
Q3
'16
Q4
'16
Q1
'17
Q2
'17
Q3
'17
Q4
'17
Q1
'18
Q2
'18
Q3
'18
Q4
'18
DIFFERENT
Brand Premium
Q4'
14
Q1'
15
Q2'
15
Q3'
15
Q4'
15
Q1'
16
Q2'
16
Q3'
16
Q4'
16
Q1'
17
Q2'
17
Q3'
17
Q4'
17
Q1'
18
Q2'
18
Q3'
18
Q4'
18
Source: Toyota Brand Scan Rolling 12-month
BRAND PREMIUM
Hybrid differentiation strengthens Brand Premium
Hybrid Electric Vehicles support CO2 objectives
95
100
105
110
115
120
125
2014 2015 2016 2017 2018
EU CO2 Evolution
Toyota Industry
Future CO2 regulation to become stricter
81g CO2 / km 59g CO2 / km95g CO2 / km
2020 2025 2030
- 15% vs 2020
- 37.5% vs 2020
There is not “one” electrification solution…
“There is no perfect technology”
Takeshi UchiyamadaToyota Chairman
CO2 Regulation
Taxation
Infrastructure
Access restrictions
Provide different solutions for different customer needs
Need to offer variety of powertrains across our
line-up
Product is determined by customers x market
CO2
Customers will define the electrification they need
Convenient (Range & Infrastructure)
Affordable (net of incentives)
Access to city centers
Social responsibility
€
Different technologies for different parts of the market
Hybrid remains optimal balance of customer needs
ACCESS TO
INFRASTRUCTURE VEHICLE COSTCHARGE TIMECITY CENTRE
ACCESS
HE
V S
YST
EM
CO
ST
Hybrid Cost & CO2 reduction to continue
1st Gen Prius
(1997, EU 2000)
4th Gen Prius
(2015)
2nd Gen Prius
(2003)
3rd Gen Prius
(2009)
-75%Toyota HEVs
affordable &
convenient
Sharing Hybrid technology with others
FCEVs are free from range anxiety and charging time issues
VEHICLE RANGE ACCESS TO
INFRASTRUCTURE VEHICLE COSTCHARGE TIME
CITY CENTRE
ACCESS
FC system: huge potential for cost reduction
Limited Sales Market Entry Widespread use
FC S
YST
EM
CO
ST
2008 PrototypeMODEL
Generation 3
Generation 2
Fuel cell system costs have been
reduced significantly
Further cost reduction efforts
are ongoing
1st Generation Mirai
-95%
Expanding FCEVs via commercial applications
BEVs will grow, especially in high income areas
VEHICLE RANGE ACCESS TO
INFRASTRUCTURE VEHICLE COSTCHARGE TIMECITY CENTRE
ACCESS
Toyota BEV Cooperation for affordability
SCALE-UP PRODUCTION CAPACITY
PRISMATIC LI+
SOLID STATE
MOVING TO MASS PRODUCTION AND SALES
New joint venture with Panasonic
FURTHER REDUCE COSTS
FURTHER INCREASE ENERGY DENSITY
Toyota BEV Cooperation for affordability
2020 20502010
HEV
ICEPHEV
FCEV
BEV
20302025
From next year
BEV ROLLOUT IN EARNEST
Note: Scale is indicative
2020 20502010
HEV
ICEPHEV
FCEV
BEV
20302025
From 2025
ELECTRIFIED VERSION FOREACH VEHICLE MODEL
BEV ROLLOUT IN EARNEST
Note: Scale is indicative
2020 20502010
HEV
ICEPHEV
FCEV
BEV
20302025
In 20305.5M ELECTRIFIED VEHICLES SALES
(INCL. 1M BEV & FCEV)
ELECTRIFIED VERSION FOR EACH VEHICLE
MODEL
BEV ROLLOUT IN EARNEST
Note: Scale is indicative
The right car, in the right place, at the right time
Environmental
Leadership
Customer
First
Technology
Neutral