What has Toyota contributed to Galicia’s automotive scene and what drives its regional strategy?
Toyota has left a lasting imprint on Galicia, aligning with European partners and expanding its own production footprint. Early ties with PSA, now Stellantis, led to a joint factory in the Czech Republic that evolved into a fully Japanese-owned operation. More recently, a collaboration produced the Proace City minibus in Vigo. In the 1980s, Toyota executives visited the region to explore the possibility of an assembly plant here. Its president and CEO in Spain for nearly five years has been Miguel Carsi, guiding a local leadership team focused on growth and innovation.
What is the secret of Toyota being the country’s best-selling brand?
Teamwork and perseverance are central, reinforced by a positive, results-oriented mindset. The Toyota Group’s dealer network and a local team in Spain — including the finance and insurance arm, the Kinto rental entity, and a broad range of vehicles tailored to existing customers — have sustained a steady commitment for more than 25 years. Over time, Toyota has introduced multiple electric technologies, including hybrids, plug-in hybrids, battery electric, and hydrogen fuel cell vehicles. The core formula remains simple: listen to the customer and deliver what they need. [Citation: Toyota Group Europe, current product strategy]
Do you have a market share you need to reach this year?
As of June, more than 45,000 cars have been sold, with a projection of 90,000 units by year-end. The target is responsive to shifting market conditions, and the aim is to match demand with a steady flow of products in the right volumes. There is awareness that supply challenges can affect expectations, and efforts are focused on continuous daily improvement to address those constraints. [Citation: regional sales briefings]
What are Toyota’s immediate plans in the field of electrification?
Worldwide, more than 21 million electric vehicles have been sold since the Prius debuted in 1997, and the company remains committed to electrification. The plan calls for 40 new electric models by 2025, offering a broad range of powertrains — hybrid, plug-in hybrid, battery electric, and fuel cell electric. [Citation: corporate electrification roadmap]
One of the challenges is to reduce the price to make electric cars affordable for the middle class. How can this be achieved and when?
Two main factors influence mass adoption: raw material costs and battery technology. A major shift is anticipated with the arrival of solid-state batteries, which could drive down costs and improve performance. [Citation: battery technology outlook]
In a recent interview, perceptions about Perte and its potential VEC (Electric and Connected Vehicle) involvement were discussed. Will it happen?
Perte VEC did not rank as a top priority for Toyota Spain, which has focused more on commercial and industrial activities. Nevertheless, the Proace City production in Vigo, along with component manufacturing in Barcelona and Malaga, opens opportunities to consider Perte VEC submissions. Deadlines are tight, and decisions take time, but various European options are being evaluated from the regional headquarters. [Citation: European program updates]
Is Spain making solid progress through Perte on electrification?
Advancing electrification is important, but the Spanish vehicle fleet, one of Europe’s oldest, should be modernized first. Shifting to more sustainable technologies will reduce greenhouse gases like CO2 and lessen emissions of NOx and particulates. [Citation: environmental policy brief]
Will the longstanding PSA Stellantis collaboration extend to more products?
The international partnership enables a broader portfolio to include industrial tools not currently available. Commercial vehicles in Spain account for about 15 percent of sales, so expanding the product range would help grow the business. Since decisions involve international agreements, expansion is possible but not guaranteed. [Citation: corporate collaboration summary]
What about Chinese manufacturers entering Europe and their impact on the market?
Chinese brands entering Europe have shifted the playing field. The EU is watching for subsidies and considering measures to ensure fair competition. The possibility of higher duties on Chinese electric cars is under discussion as the market evolves. [Citation: EU competition review]
Would it be positive to see a Chinese maker establish a factory in Spain? BYD is exploring options.
Historically, European production has served local demand, and about 75 percent of vehicles sold in Europe are produced locally. This supports employment and compliance with European standards. Creating new factories under these parameters could be beneficial. [Citation: regional manufacturing statistics]