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Electric Cars

Toyota's Vision for Sustainable Mobility in Europe

2025-03-11

In the heart of Europe, Toyota Motor Europe (TME) has been a driving force behind automotive innovation and sustainability. With over 26,000 employees and investments surpassing EUR 12 billion since 1990, Toyota has established itself as a cornerstone of the European automotive industry. The company oversees sales, marketing, manufacturing, and engineering operations across eight plants in various countries. In 2024, TME achieved a significant milestone by selling 1,217,132 vehicles, capturing a 7.1% market share. Toyota's commitment to "Mobility for All" is reflected in its efforts to create safer, more connected, inclusive, and sustainable transportation solutions. Through initiatives like the KINTO mobility brand and zero-emission fuel cell products, Toyota is actively contributing to the UN Sustainable Development Goals and aiming for carbon neutrality in its European operations.

Toyota's Strategic Expansion in Europe

In the vibrant landscape of European motoring, Toyota has made remarkable strides. Over the past few decades, Toyota has strategically positioned itself as a leader in CO2 reduction. Its manufacturing facilities are spread across Portugal, the United Kingdom, France, Poland, the Czech Republic, and Turkey, supporting a vast network of 28 National Marketing and Sales Companies and approximately 2,800 retail outlets. This extensive infrastructure ensures that Toyota and Lexus vehicles reach every corner of Europe, with an impressive fleet of 14.7 million vehicles currently on European roads. In 2024, TME demonstrated its market strength by achieving a robust sales performance, reflecting its dedication to meeting customer needs and environmental goals.

The launch of the KINTO mobility brand has further solidified Toyota's position in the mobility services sector. Available in 20 countries, KINTO offers a diverse range of services that cater to both individual and corporate users. Additionally, Toyota is expanding its business-to-business sales of zero-emission fuel cell products and providing engineering support to foster a greener future. Toyota's vision extends beyond just vehicles; it aims to contribute to the UN Sustainable Development Goals by promoting sustainable practices throughout its operations. By targeting a 100% CO2 reduction in all new vehicles in Western Europe by 2035, Toyota is setting ambitious yet achievable targets to lead the way in environmental responsibility.

From hybrid to plug-in hybrid, battery electric, and fuel cell electric vehicles, Toyota continues to offer a comprehensive lineup of electrified powertrains. This diverse portfolio allows customers across Europe to choose the most suitable option for their needs while contributing to a cleaner environment. Toyota's unwavering commitment to sustainability and innovation positions it as a key player in shaping the future of mobility in Europe.

Reflections on Toyota's Impact

As a journalist observing Toyota's journey in Europe, it is evident that the company's efforts go beyond mere business expansion. Toyota's focus on sustainability and inclusivity sets a commendable example for other industries. The integration of advanced technologies and eco-friendly practices not only benefits the environment but also enhances the quality of life for millions of Europeans. By prioritizing carbon neutrality and offering innovative mobility solutions, Toyota is paving the way for a future where movement is not only efficient but also environmentally responsible. This forward-thinking approach underscores Toyota's mission to bring happiness to all through mobility, making it a beacon of progress in the automotive world.

In February, the global electric vehicle (EV) market experienced a significant upturn, primarily fueled by an astounding 76% increase in sales within China. According to data from Rho Motion, worldwide sales of battery-powered EVs and hybrids reached 1.2 million units, marking a 50% rise compared to the same period last year. This surge highlights the growing dominance of China in the EV sector, with approximately three-quarters of these sales occurring there. The trend indicates a shift towards pure electric vehicles, especially as European and American markets introduce import barriers to counteract Chinese influence.

The remarkable growth in China's EV sector can be attributed to several factors. In the first two months of 2025, which coincided with the Lunar New Year—a time when consumer spending typically peaks—sales increased by 35%, reaching 1.4 million units. This accounted for roughly 60% of global sales during this period. The enthusiasm for electric vehicles was particularly evident in the surge of new models introduced by manufacturers such as BYD, Xiaomi, Xpeng, and Zeekr. These offerings have encouraged consumers to move away from petrol-electric hybrids and fully embrace electric mobility. Battery-driven EV sales in China grew by 46%, while plug-in hybrid sales increased by only 22%, indicating a slower pace than the previous year.

Charles Lester, the data manager at Rho Motion, noted that much of the recent growth in EV sales comes from China, where there has been a resurgence in interest in pure electric vehicles. This contrasts with the preference for hybrids seen in 2024. The introduction of innovative models has played a crucial role in driving this trend, with Chinese manufacturers leading the charge. The impact of these developments extends beyond domestic markets, influencing global trends in the automotive industry.

The rapid expansion of China's EV market underscores its pivotal role in shaping the future of transportation. As other regions implement measures to limit the influx of Chinese-made vehicles, the country continues to dominate sales both domestically and internationally. The shift towards electric vehicles is not just a local phenomenon but a global one, with China at the forefront of this transformative movement. The coming months will likely see further advancements in technology and policy changes that could reshape the entire automotive landscape.

In a world where technology meets luxury, Lexus has once again set the benchmark with its latest innovation. Today, in Brussels, Belgium, the company unveiled the all-new RZ, a battery electric vehicle (BEV) that redefines the driving experience through cutting-edge features and unmatched performance. This premiere marks not only an evolution in electrification but also a significant leap forward in driver engagement and satisfaction.

Elevating Your Drive: Why the New Lexus RZ is Set to Dominate

The new Lexus RZ isn't just a car—it's a statement of intent. With its steer-by-wire system, enhanced range, and unprecedented power delivery, this model is poised to redefine what drivers expect from their vehicles.

Pioneering Steering Technology for Enhanced Control

At the heart of the new RZ lies Lexus' revolutionary steer-by-wire system, which completely transforms how drivers interact with their cars. Unlike conventional steering mechanisms, this advanced setup eliminates any physical connection between the wheel and the axles, replacing it with precise electronic signals. The result? A smoother, more intuitive driving experience that adapts seamlessly to varying speeds and road conditions.This innovative design extends beyond functionality; it also introduces a distinctive rectangular steering wheel. By removing the traditional top and bottom sections, Lexus has created a compact yet ergonomic solution that enhances visibility while providing greater ease of access into and out of the vehicle. Moreover, its limited rotation angle ensures pinpoint accuracy during maneuvers, whether navigating tight city streets or tackling challenging mountain curves.Incorporating dynamic adjustments based on vehicle velocity further amplifies these benefits. At slower paces, the system offers increased agility for effortless parking and turning. Meanwhile, at higher velocities, stability becomes paramount, ensuring occupants remain confident even under demanding circumstances. Additionally, by filtering out unnecessary vibrations, Lexus delivers unparalleled comfort without compromising responsiveness.

A Leap Forward in Battery Efficiency and Performance

One cannot discuss the new RZ without addressing its substantial improvements in battery efficiency and overall performance. Engineers have meticulously refined every aspect of the BEV architecture to deliver extended ranges and faster charging capabilities. These enhancements stem from comprehensive modifications to both the lithium-ion battery composition and associated systems such as the eAxle.By increasing cell density and optimizing thermal management via water cooling, Lexus has achieved remarkable gains in energy storage capacity—now boasting a robust 77.0 kWh unit. Such advancements translate directly into tangible benefits for consumers, including up to 100 kilometers of additional range depending on specific configurations. Furthermore, towing capacities have doubled compared to previous iterations, solidifying the RZ as a versatile option suitable for diverse lifestyles.Equally important is the reduction in charge times facilitated by integrating a powerful 22 kW AC onboard charger alongside intelligent pre-conditioning protocols. These measures ensure consistent performance regardless of ambient temperatures, effectively shaving off approximately half an hour from standard charging durations. Consequently, drivers can spend less time waiting and more time enjoying their journeys.

Dynamic Powertrain Options Tailored to Individual Preferences

To cater to an increasingly varied customer base, Lexus now offers three distinct powertrain options within the RZ lineup. Each variant caters to unique requirements, ranging from economical commuting solutions to high-performance adventures. Starting with the entry-level RZ 350e producing 224 DIN hp/165 kW, followed by the mid-tier RZ 500e delivering 380 DIN hp/280 kW, culminating in the flagship RZ 550e F SPORT generating an impressive 408 DIN hp/300 kW.These diverse choices reflect Lexus' commitment to balancing environmental responsibility with thrilling dynamics. For instance, the Interactive Manual Drive feature exclusive to the F SPORT trim provides enthusiasts with simulated gear changes through paddle controls, mimicking the tactile feedback of manual transmissions. Accompanied by auditory cues designed to replicate internal combustion engines, this immersive experience bridges the gap between nostalgia and progress.Moreover, the adoption of DIRECT4 drive control technology elevates traction and stability across all-wheel-drive variants. By intelligently redistributing torque according to real-time inputs, Lexus ensures optimal grip and maneuverability throughout various scenarios. Whether accelerating briskly off the line or carving through corners with precision, drivers will appreciate the seamless integration of power and poise.

Redefining Interior Comfort and Sustainability

Inside the cabin, Lexus continues to push boundaries with thoughtful innovations aimed at enhancing occupant well-being. Premium materials like Ultrasuede, composed partly of renewable resources, adorn surfaces while showcasing intricate laser-etched patterns that exude sophistication. Multi-colored ambient lighting projects captivating shadow effects, creating an atmosphere reminiscent of natural daylight transitions.Complementing these aesthetic touches are practical considerations designed to mitigate external disturbances. Extensive soundproofing measures reduce unwanted noise intrusion, resulting in serene surroundings perfect for relaxation or focused concentration. Even the panoramic roof incorporates dimming functionality to regulate sunlight exposure, preserving interior temperature equilibrium during prolonged exposure.For those opting for the F SPORT designation, personalized accents abound, reinforcing the sporty ethos inherent to this iteration. From bespoke color schemes incorporating vibrant blue stitching to specialized seat construction methods prioritizing lateral support, no detail has been overlooked. Aluminum pedals and illuminated scuff plates serve as subtle reminders of the heightened performance potential encapsulated within this luxurious package.

Setting Standards for Future Electrified Mobility

As Lexus progresses toward its ambitious goal of fostering a carbon-neutral society, the RZ exemplifies the brand's unwavering dedication to innovation. Through strategic investments in research and development, coupled with relentless pursuit of excellence, Lexus consistently raises the bar for competitors operating within the premium EV segment.From pioneering steer-by-wire architectures to expanding upon proven electrification strategies, each decision made during the creation of the RZ aligns closely with consumer expectations and ecological imperatives. As Europe prepares to welcome this groundbreaking model later this year, anticipation builds among discerning buyers eager to experience firsthand what sets Lexus apart in today's rapidly evolving automotive landscape.