According to media reports, Toyota Motor announced on March 12 that it will launch a total of nine all-electric vehicle models in the European market in 2025 and 2026, including those under its luxury brand Lexus, in an effort to gain a foothold in the expansive European EV market.
The Japanese automaker stated that it will introduce three Toyota-branded electric SUVs this year, including the new bZ4X, Urban Cruiser, and C-HR+. Additionally, three more models will be launched in 2026. Among them, the compact all-electric SUV C-HR+ was unveiled in Europe on March 12 and is expected to hit the market in some European countries in the second half of this year.
The company also plans to launch three Lexus-branded electric vehicles in Europe within the next 12 months, starting with the new RZ SUV.
As the world's largest automaker by sales volume, Toyota has taken a more cautious approach to electric vehicle development compared to its traditional competitors. Its reliance on hybrid vehicles reflects this strategic prudence, particularly in markets like the United States, where EV adoption has been slower.
Over the past year, Toyota has benefited significantly from this cautious strategy amid a slowdown in global EV demand. At the same time, the company has met strong market demand for hybrid models by continuously expanding its hybrid vehicle lineup, a trend especially evident in its largest market, the United States.
In a statement, Toyota highlighted its "multi-pathway strategy" for reducing carbon dioxide emissions, emphasizing the importance of offering different solutions tailored to regional markets. For instance, in South America, where EV sales remain low, Toyota is focusing on hybrid vehicle development.
Simon Humphries, Toyota's Chief Branding Officer, stated in a press release: "Providing more choices and opportunities is at the core of building better cars, and it is central to everything we do."
In 2024, pure electric vehicle sales in Europe declined by 1.3%. However, in January of this year, EV sales in the region surged by 37.3%, accounting for nearly 17% of the market share. Toyota's total sales in Europe grew by 13.1% in 2024, slightly exceeding one million units, while the overall European automotive market expanded by just 0.9%.
