Toyota announced an ambitious growth plan for its light commercial vehicle (LCV) business. This goal will be supported by a strengthened LCV model line-up and a new brand, Toyota Professional.
The Toyota PROACE CITY will start sales in early 2020, joining the PROACE medium duty van and “indestructible” Hilux pick-up in Toyota’s LCV line-up. PROACE CITY will be a competitive and appealing addition to the Compact Duty Van (CDV) segment, expanding Toyota’s product coverage to over two-thirds of the LCV market. It offers designed-in practicality with excellent load and loading length capacity – one of few models that can carry two EURO-pallets.
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. In collaboration with Groupe PSA, Toyota will add BEV (Battery Electric Vehicle) versions of PROACE and PROACE CITY. They will be introduced in 2020 and 2021 respectively, allowing Toyota to meet new LCV customer needs.
Toyota’s new product offensive provides the right opportunity to launch a LCV brand strategy: Toyota Professional. This initiative will bring further focus and dedication to LCV across its network. In addition Toyota will roll out a new LCV network strategy to provide a specialised LCV customer experience, which will include some existing business centres becoming LCV centres with specialised staff.
“The expansion and electrification of Toyota Motor Europe’s LCV product range will be supported by new branding, Toyota Professional. It highlights Toyota’s commitment to its growing LCV customers, including dedicated network to ensure the right customer experience,” said Matt Harrison, TME Executive Vice President.