23 June 2017

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.

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