Transcription
Toyota ElectrificationStrategy in EuropeToday and TomorrowAutomotive News Europe Congress22nd May 2019Matt HarrisonExecutive Vice PresidentToyota Motor Europe
2050New vehicle zero emissionsLife cycle zero emissions (raw materials, parts & manufacturing, use, recycling)Plant zero emissionsMinimizing and optimizing water usageEstablishing a re-cycling based societyEstablishing a future society in harmony with nature
New Vehicle EmissionsBy 2050, reduce new vehicle CO₂emissions by 90% vs 2010
Toyota DNA: Environmental Leadership
Toyota DNA: Customer First"First the customer,then the dealers,then the manufacturer.This attitude is the best approach in winningthe trust of customers and dealers andultimately brings growth to the manufacturer.”Shotaro Kamiya (1898-1980)President and Honorary ChairmanToyota Motor Sales
Consistent Hybrid Growth in Europe480KSales46%Mix*2008CURRENT MIX(Q1 2019):200920102011YarisRAV455%71%* includes RU, KZ and TRK (under TME responsibility)201220132014Corolla H/B81%20152016Toyota C-HR89%20172018Lexus71%(99% Western Europe) 60% Mix*in WesternEurope
Hybrid expansion driven by model introductions ris200000100000PriusPrius III Corolla02000 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 PlansTOYOTA 21 PlanHybrid key Toyotadifferentiator to driveperformance2009TOYOTA 15 PlanCustomer-Centric StrategyBecome undisputed Hybrid Leader1M Sales5% Market Share50% Hybrid Mix150K Hybrid Sales/year50% Hybrid MixIn B&C Segments2010-20122013-20152015-2019
360 Approach in close collaboration with our NetworkATL/BTLTransparentTest xperienceSalesmentrainingSteeringMechanismsValue Chain& Service
Highlight tangible benefitsTransparentTest DrivesTANGIBLESFuel consumptionLow emissionsTCO(Total Cost of Ownership) 50% zero emissions driving** Toyota Customer Test Drives across Europe and Independent Studies in Rome, Paris, Darmstadt, Dublin & Madrid
Hybrids also provide many intangible benefitsTANGIBLESINTANGIBLESFuel consumptionResponsiveLow emissionsTCO(Total Cost of Ownership)Source: AMCI ResearchIntuitiveQuietFeelgoodDriving
We wanted to share that “Feelgood Driving” «New Yaris Hybrid.Silence the City»Toyota Europe 2012«TRY-BRID»Toyota UK Network 2016«Try my hybrid»Toyota Norway 2015
and shift to more emotional communicationATL/BTL
Ensure a great Showroom experience Visible Hybrid AreaShowroomexperienceBest-looking CarDedicated Sales ProcessAnnual Health CheckUnique Value Proposition
TCM: Great value proposition for customers & networkTCM: Trade Cycle ManagementAffordability for customersCustomer centric: Pay per useLeverage high residual valuesHigh quality used cars for network
Source: Toyota Brand Scan Rolling '16Q4'15Q3'15Q2'15Q1'15Q4'14Hybrid differentiation strengthens Brand PremiumBrand PremiumBRAND PREMIUMDIFFERENT
Hybrid Electric Vehicles support CO2 objectives125EU CO2 ry20172018
Future CO2 regulation to become stricter- 15% vs 2020- 37.5% vs 202095g CO2 / km81g CO2 / km59g CO2 / km202020252030
There is not “one” electrification solution “There is no perfect technology”Takeshi UchiyamadaToyota Chairman
Provide different solutions for different customerneedsCO2CO2 RegulationTaxationAccess restrictionsInfrastructureProduct is determined bycustomers x marketNeed to offer variety ofpowertrains across ourline-up
Customers will define the electrification they need Affordable (net of incentives)Convenient (Range & Infrastructure)Access to city centersSocial responsibility
Different technologies for different parts of the market
Hybrid remains optimal balance of customer needsACCESS TOINFRASTRUCTURECHARGE TIMEVEHICLE COSTCITY CENTREACCESS
HEV SYSTEM COSTHybrid Cost & CO2 reduction to continue-75%Toyota HEVsaffordable &convenient1st Gen Prius2nd Gen Prius(1997, EU 2000)(2003)3rd Gen Prius(2009)4th Gen Prius(2015)
Sharing Hybrid technology with others
FCEVs are free from range anxiety and charging timeissuesVEHICLE RANGEACCESS TOINFRASTRUCTURECHARGE TIMEVEHICLE COSTCITY CENTREACCESS
FC system: huge potential for cost reductionFC SYSTEM COSTFuel cell systemcosts have beenreducedsignificantly2008 PrototypeMODELFurther costreduction effortsare ongoing-95%1st Generation MiraiGeneration 2Generation 3Limited SalesMarket EntryWidespread use
Expanding FCEVs via commercial applications
BEVs will grow, especially in high income areasVEHICLE RANGEACCESS TOINFRASTRUCTURECHARGE TIMEVEHICLE COSTCITY CENTREACCESS
Toyota BEV Cooperation for affordability
Toyota BEV Cooperation for affordabilityMOVING TO MASS PRODUCTIONAND SALESPRISMATIC LI SOLID STATESCALE-UP PRODUCTIONCAPACITYFURTHER REDUCECOSTSFURTHER INCREASEENERGY DENSITYNew joint venture withPanasonic
From next yearBEV ROLLOUT IN EARNESTHEVICEPHEVFCEVBEV20102020202520302050Note: Scale is indicative
From 2025ELECTRIFIED VERSION FOREACH VEHICLE MODELICEBEV ROLLOUT INEARNESTHEVPHEVFCEVBEV20102020202520302050Note: Scale is indicative
In 20305.5M ELECTRIFIED VEHICLES SALES(INCL. 1M BEV & FCEV)HEVICEELECTRIFIED VERSIONFOR EACH VEHICLEMODELBEV ROLLOUT INEARNESTPHEVFCEVBEV20102020202520302050Note: Scale is indicative
The right car, in the right place, at the right Neutral
Showroom experience Web experience. Fuel consumption Low emissions TCO (Total Cost of Ownership) Highlight tangible benefits * Toyota Customer Test Drives across Europe and
