Toyota UK Sales 2010-16 (by model)

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.

Mod/Yr	2010	2011	2012	2013	2014	2015	2016
Yaris	21,965	17,861	29,974	31,153	31,160	33,196	30,402
Aygo	13,601	14,231	16,049	16,262	20,620	24,543	23,386
Auris	12,718	11,469	9,876	16,215	19,109	18,951	16,528
Rav4	5,196	4,686	4,030	7,174	7,580	6,905	8,562
Prius	10,537	6,513	4,716	2,793	2,443	3,361	5,311
Avensis	11,276	8,164	8,632	5,384	5,208	5,236	5,133
Verso	4,290	4,944	3,613	3,720	3,477	3,624	3,840
Prius +	-	-	827	1,108	818	1,144	1,184
L Cruiser	1,421	999	836	540	787	745	751
GT86	-	-	1,435	1,772	1,042	775	681
C-HR	-	-	-	-	-	-	509
Prius P In	21	3	428	509	379	270	96
Mirai	-	-	-	-	-	4	8
L Crus V8	456	606	784	556	470	298	1
iQ	4,468	2,869	2,675	1,464	920	10	-
Urb Cruis	1,464	1,236	679	3	-	-	-
Total	87,413	73,581	84,554	88,653	94,013	99,062	96,392
Share	4.3%	3.8%	4.1%	3.9%	3.8%	3.7%	3.6%

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.

To go to the first in the series, simply click here.