Last Friday, Toyota Motor Europe entered a new era with its light commercial vehicle division (LCV). At the headquarters of the Toyota Italia in Rome, senior executives announced an ambitious growth plan for LCV business, supported by a strengthened model line-up and a new, dedicated brand identity – Toyota Professional.
At the event, details of the Toyota Proace City, were revealed, which will go on sale early in 2020, joining the Proace medium duty van (MDV), “invincible” Hilux Pick-up and Land Cruiser Utility Commercial in Toyota’s LCV range. “Proace City will be a competitive and appealing addition to the compact van (CDV) segment, expanding Toyota’s coverage to more than two thirds of the European LCV market. It offers designed-in practicality with excellent load and length capacity, being one of few models that accommodate two Euro pallets,” stated Andrea Carlucci, Director Product & Marketing Management at Toyota Motor Europe.
While the expectation was for Toyota’s Hybrid technology expertise to extend across to its LCVs, the company has decided to go fully electric with its future van offerings. “Growing concerns about climate change and air quality are leading to new low emission regulations in many European cities. These factors are changing LCV customers’ requirements and priorities, especially in urban areas. Toyota will address this change in customer needs by introducing BEV (battery electric vehicle) versions of Proace and Proace City in collaboration with Groupe PSA, starting across Europe from 2020 and 2021 respectively.”
Toyota’s new product offensive gives it the opportunity to launch a new LCV brand strategy: Toyota Professional. This initiative will add focus and dedication to LCVs across its European Business Centre dealer network.
Matt Harrison, Toyota Motor Europe Executive Vice President, added: “The expansion and electrification to Toyota Motor Europe’s LCV product range will be supported by new Toyota Professional branding. This highlights Toyota’s commitment to its growing number of LCV customers and includes a dedicated network to ensure we deliver the right customer experience.”