“In order to achieve our step change in volume growth in Europe, we needed to change people’s perceptions of our C-segment hatchback”.
“We believe we have succeeded. The different clinics we have conducted showed an enthusiastic reaction across the markets. The main spontaneous reactions from people were the words: futuristic, high class and attractive. These words perfectly match our brand DNA.”
Toyota has high hopes for the Auris and plans on selling 200,000 a year. Around 130,000 will be built in England, while the rest will be produced in a factory in Turkey.