Toyota had a good decade previously in the UK, yet it's share slipped during the six years of this period under discussion. To find the problem isn't obvious at first. Only the medium large Avensis model fell substantially. However, the overall market in the UK was very strong for sales and while Toyota didn't lose sales, they didn't grow fully with the market.
I think Toyota was simply not aggressive enough. Discounting to buy share isn't smart and that wasn't what they did. Increasing your share of the pie is best achieved through product. The new C-HR arrived late 2016 and that has styling that was clearly aimed at the likes of the Nissan Juke. Nissan did it right with that model so why not take a leaf out of their book?
Summary: Japanese car companies have become far too conservative for European tastes. Toyota is starting to wake up from its dozed state and is looking at producing a more exciting range. That will work for sure, if they can hold their nerve. Fortune favours the brave.
|Prius P In||21||3||428||509||379||270||96|
|L Crus V8||456||606||784||556||470||298||1|
Data source: Toyota UK. A big thanks for them in being so generous with their data. It would be nice if others were too. The publicity doesn't do any harm either.
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