Toyota Sells Lots Of Hybrids In Europe, But PHEVs Are Just A Fraction

APR 27 2018 BY MARK KANE 18

Toyota’s strategic powertrain choice are hybrids – with plug-in hybrids being just a fraction of sales, especially in Europe.

Electric Car Rebate

Toyota Prius Plug-In (Prius Prime)

In the first quarter of 2018, Toyota sold in Europe 280,300 cars, which is 4% more than one year ago.

Hybrid sales increased by 18% to 125,400 and reached major share of 45% of Toyota sales in Europe.

But when we look at plug-in hybrid sales – it turns out that only 1,017 Prius Plug-In (aka Prius Prime) were sold – less than 0.4% of all Toyota sales.

Hydrogen fuel cell Toyota Mirai noted 29 sales.

Maybe that’s because the Prius (6,251 sold) isn’t that popular, but the European plug-in market is too big to consider 1,000 Prius PHEV as a typical result for a company that is willing to sell those cars.

For comparison, Toyota Prius Plug-In (Prime) is one of the top selling plug-in models globally, with sales in Japan and the U.S. far exceeding the monthly results in Europe throughout the entire first quarter.

Read Also – Toyota Prius Prime Accounts For Over 35% Of Total Prius Sales In U.S.

Other Japanese cars, like the Mitsubishi Outlander PHEV or Nissan LEAF, fare extremely well Europe, which makes us wonder why there aren’t no more plug-ins from Toyota in Europe?

Categories: Sales, Toyota

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18 Comments on "Toyota Sells Lots Of Hybrids In Europe, But PHEVs Are Just A Fraction"

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Are you sure Toyota isn’t limiting the amount of vehicles for sale? Toyota wouldn’t even allow the dealers in Washington state to stock the Prime last year when I was looking for a car.

Exactly. Who is the customer in Europe? The head of Toyota Europe, or the “dealerships” in Europe?

But, also the Leaf is just a better all around car, compared to the Prius Prime. Also, the BMW i3 against the Prius Prime Advanced.
And as they have winter in Europe, the short range of the Prime doesn’t help much.

For $20k more BMW i3 REX should be better. How is comparing a vehicle so much more expensive constructive?

As for winter, what difference does it make if your commute is short? Mine is less than 20 miles, so getting to the charger works fine despite snow. See…

btw, Leaf is an EV, so comparing it directly to a PHEV doesn’t make sense.

51,000 were produced last year, introducing several new & upgraded technologies.

Distributing that to Japan, Europe, and US/Canada all within a single year was quite an accomplishment, especially with a design targeting such a low MSRP. The cutoffs with model-year conmplicated matters. You don’t want to ship outgoing inventory to brand new markets.

2018 is already bringing about change. Here in the middle of the US (specifically Minnesota), we are finally getting to see them offered.

I saw the Honda PHEV commercial, also the promotion with Superstore cast members. It was pretty slick.
I’m wondering, if it’s a nationwide campaign. Honda appears to be serious about getting the word out about PHEV, such as it’s Clarity, while juxtaposed to Toyota, who don’t want to showcase that technology.

Doubtful. They’re going to release the “new” Honda Insight, as just a hybrid, with Leaf Sales exploding. Too Late.

What is doubtful? Never mentioned the Insight.
They are running commercials for the PHEV Clarity. What does the Leaf have to do with anything?
Sales of the Leaf are alright, but certainly not exploding. Clearly not in the U.S. as they do rather poorly here.

Innovator’s dilemma. Toyota is still stuck on old hybrid technology, thus the “too little too late” we’ve come to expect from them.

Prius plug-in is a’s just a compliance car.

Yes, a compliance car that was the 4th best selling plug-in car in the world in January in February. 2nd best selling if you exclude 2 Chinese cars, which as far as I know, are only sold in China.

Toyota clearly wants to phase in plug-in hybrid choices.

Prius Prime/PHEV is the initial offering. China will get Corolla PHEV next year. The following RAV4 PHEV production will begin, hopefully for all markets.

Now that Fusion PHEV will be dropped by Ford, it would be nice to see Camry hybrid get a PHEV model too.

Prius Plug-in has a “beautiful” back side. Beautifil for the designer, that is. I was to get that car, but when I saw one… yuck!

While full hybrids, like the Prius, are “the gateway drug” to BEVs and thus are a good thing, I wish people would just go directly to BEVs.

Yes, this is actually good. People used to fear hybrids and worry about the cost of battery replacement. Now they are not afraid of batteries in their cars. It will ease a lot of people into losing their fear of EVs.

I would have loved to have gone full BEV but the deals on them here in the UK were stupid expensive when I shopped around for one last year, I ended up with Kia hybrid as it was the only vehicle that ticked most of my boxes and I didn’t have to sell a kidney to finance it.

While 1017 isn’t great, it is 16% of total Prius sales for Europe, which is pretty good uptake rate. Not as good as they did in the US, but better than a lot of others.

It could just be price (and dealer disinterest). I’ve seen 4 PiPs around Dublin. They aren’t as cheap MSRP or post-rebate as the Prime in the US. They’re normally €36-38,000 base. More people buy a GTE or i3. Hell, the Ioniq electric sells far more and I could imagine them being cross shopped by their silhouette alone.

As a manufacturer, Toyota is coming from behind in Europe where it has long trailed German brands in sales. German brands have confused buyers about hybrids — most people seem to think you have to plug them in since German brands have concentrated on PHEVs rather than HEVs. Toyota is now pushing hard on its “self-charging” hybrids to try to capture the market for efficient, low emissions cars for people unable to plug-in or otherwise not ready for a plug-in.