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As is generally the case with all Japanese brands, Toyota has always been a manufacturer more successful in the retail arena than in the business car market, but 2013 is the time when it makes a more serious dent into the corporate sphere after spending 2012 preparing to make an assault.
"We spent an awful lot of effort [last] year to get a foundation in fleet - it's a fundamental pillar of our growth strategy," Toyota GB commercial director Matt Harrison tells BusinessCar. "For quite a while Toyota has overperformed in retail and underperformed in fleet - we're constantly pushing 5% in retail and getting more like 3-4% in fleet."
The reason for that, and the big thing Toyota is rectifying in 2013, is the competitiveness of what it describes as its C-segment product, across lower medium hatchback, estate, SUV and MPV - essentially the Auris, Rav4 and Verso models. "Across all elements we've not had the product desirability to really deliver, but we're putting the foundations in for significant growth this year."