Toyota – a Car for Everyone | Diplomacy & Trade

For the third year in a row, Toyota has been the market leader in Hungary, which is no coincidence, as the brand offers choice for all levels of society. The Japanese car manufacturer says no matter whether you're looking for a small city car, a family hatchback or a futuristic five-door vehicle, Toyota has a range to suit every taste.

The range is outstanding not only in size and functionality, but also in powertrains. In addition to conventional petrol and diesel powertrains, Toyota is a pioneer in hybrid technology, offering the world's most advanced fifth-generation hybrid, plug-in hybrid and pure electric powertrains. This versatility allows every customer to find the ideal car for their lifestyle and environmental needs.

Opportunity, rather than compromise
The brand's mission is to make motoring an opportunity, not a compromise. The Yaris is for urban commuting, the RAV4 plug-in hybrid for longer journeys and the Proace range is for everyday commuting. Toyota offers a reliable, modern and sustainable alternative for every situation.
Toyota is a symbol of innovation and freedom of choice, sending a message to all customers that the brand is truly for everyone.

Mobility for All
Toyota aims to make its philosophy of ‘Happiness for All’ a reality through its ‘Mobility for All’ ambition. They want to achieve this by building a unique ecosystem of partnerships for a future society living in harmony with nature. In practice, this means applying and sharing its knowledge for the benefit of people, community and planet to build a better future.
Through its commitment to quality, continuous innovation and respect for our planet, they strive to exceed expectations and create happiness for all. By developing and manufacturing the widest range of innovative, safe, sustainable and high-quality mobility products and services, the Japanese carmaker aims to provide universal, inclusive and accessible mobility solutions for all.

Strengthening market position in Hungary
As for Hungary, Toyota expects the new car market in this country to stagnate in 2025, but it is realistic to maintain its multi-year leadership by setting a new sales record and supporting this by repositioning the prices of its plug-in hybrid models, Toyota Central Europe Ltd., the company responsible for imports in Hungary, has recently said.
According to Country Manager Richárd László, the brand had a strong year in Hungary in 2024, with 18,123 new vehicles sold by dealerships, up 4.8% on the previous year. This gave the brand a 12.38% market share in the passenger car and light commercial vehicle segment.
Of these sales, 76.5% were hybrid, 17.1% petrol and 4.3 % diesel, while pure electric models (BEV) accounted for 0.5% and plug-in hybrids (PHEV) for 1.6%. The brand has a 14.12% share of the small car segment, making it the second best-selling brand. Last year, the 3,500 vehicles registered represented an increase of 13.7%.
The dealer network, which also sells certified used cars, sold 5,274 used Toyotas last year.
Richárd László expects the new car market to face a number of challenges in 2025. For example, supply is expected to shrink as a consequence of meeting European carbon emission targets, but potential manufacturer fines and a fall in carmaker profits will also push prices up.
The country manager made it clear that Toyota will not exit the small car segment, but will instead continue its transformation. He also pointed out that the weakening of European manufacturers and the rise of Chinese manufacturers are expected to continue, together with the emergence of new players in China.
Toyota sees increasing the share of hybrid models as a way to meet emissions standards, aiming to increase the share of hybrids to 90% of sales in the next period, while the BEV-PHEV mix will expand to 7%. According to the importer, PHEV sales are being held back by the disappearance of the green license plate (and the corresponding benefits like free parking) for this category, to which the company is responding by rethinking its PHEV strategy and repositioning prices.

Toyota to launch six new EV models in the next two years
László Kárpáti, brand director of Lexus, pointed out that the luxury brand of the Toyota group also grew last year in Hungary, with 1,493 vehicles sold, compared to 1,102 in 2023. In the premium segment, Lexus has a 6.7% share. 73% of sales were hybrid, 24% PHEV, 2% EV and 1% petrol.
He reminded that the premium segment remains stable in Hungary, with forecast of 2-4% growth for this year. Toyota sales could also expand, reaching 1,700 units, supported by the opening of new dealerships during the year.