Toyota has high hopes for the all-new C-HR hybrid electric, and the company believes emissions tax and better grants could skew motorists away from diesel, says Steve Tormey, CEO at Toyota Ireland.

WHAT WAS THE MOST SIGNIFICANT RECENT TOYOTA CAR LAUNCH?

The launch of the all-new Toyota C-HR hybrid electric this year is the most significant car launch we have had in recent years. It enhances our position in the hybrid electric market with its striking fresh look, bold design, innovation, and sustainability.

Built with our latest fifth generation hybrid electric technology, the Toyota C-HR delivers a class leading balance of lower emissions and power. With more recycled materials than ever before used throughout its design, the Toyota C-HR signifies a huge step in Toyota’s overall strategy to become fully carbon neutral by 2050.

We have Ireland’s widest range of electrified cars that cater for the needs of all Irish families, and our hybrid electric cars accounted for 90% of our total sales volume in 2023.

We also have a wide range of plug-in hybrid cars, including the all-new Prius PHEV, the RAV4 PHEV, and next summer the Toyota C-HR PHEV. Of course, we also have the bZ4X, our first fully electric SUV, and we will have six battery electric vehicles by 2026.

HOW DO YOU VIEW EMERGING COMPETITION FROM CHINESE EVs?

Toyota has a long-established reputation for high residual value, and this is often a challenge for unestablished new entrants to the market.

The old adage of ‘the day you buy is the day you sell’ is now more relevant than ever. These days, people are becoming more consciously aware of the decisions they make and how it will impact not only them but the environment.

Considering how the current cost of living crisis, cost of fuel, and global conflicts all impact on their choice of car, people are choosing to take the step towards electrification.

We want to assure people that by choosing from our range of hybrid electric and plug-in hybrid cars, they are making the right choice for now and for the future.

WHAT NEEDS TO HAPPEN TO MEET THE GOVERNMENT’S ROADMAP TO EV ADOPTION?

We have seen a gradual, natural shift towards lower emissions vehicles from consumers in recent times. However, there are still roughly 1.4 million diesel cars on Irish roads today.

These diesel cars continue to emit large amounts of NOX and there is already a NOX tax mechanism available for government to avail of to skew away from diesel and move in favour of hybrid electric vehicles and battery electric vehicles.

To accelerate this move to hybrid electric and electric vehicles, the government also needs to increase the value of the various grants available to consumers and make it more affordable for them to switch.

The issue around the lack of ‘fast’ charge points available across the country is something that needs to be addressed if we are to achieve our emissions targets.

There is also the perception that people will have to change the way they drive to reduce their emissions when that’s not necessarily the case.

With Toyota hybrid electric, you don’t have to plug in to lower your emissions, and you can drive in electric mode for up to 50% of the time on average.

WHAT NEW MODELS ARE ON THE WAY FROM TOYOTA IN 2024?

We will see the all-new Toyota C-HR hybrid electric on the roads from early January, as well as the plug-in hybrid variant that is due to arrive in Ireland in summer 2024.

The next iteration of the legendary Toyota Landcruiser will arrive during the second half of 2024.

The iconic Toyota Prius plug-in hybrid will be available in great supply across dealerships, having recently launched.

Our first hybrid electric commercial vehicle, the Corolla Touring Sport N1 hybrid electric, and the Proace MAX, our largest ever commercial van, will be available to order in 2024.

Photo: Steve Tormey, CEO, Toyota Ireland. (Pic: Conor McCabe)