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Toyota is also looking to get more recognition and value from its five-year, 100,000-mile warranty offering, which compares favourably with the three years offered by the likes of Ford, VW and the French brands: "The warranty is a major advantage. We know from research what value our customers derive from that and we are trying to find more ways of leveraging it at the moment, particularly for business."
The model burst in 2013 follows the launch of several new vehicles in the summer of 2012, with the Prius+, Prius Plug-in, Yaris Hybrid and GT86 sports car all reaching the market, although the firm admits none are significant corporate volume propositions.
"If you look at the absolute contributions of the four new products it's not significant to the growth we've achieved; in share terms, we're up there with mainstream brands that are share winners," says Harrison. "We'll see how the GT86 changes people's opinion of the brand, and the biggest success of all in absolute volume terms is the Yaris hybrid with 79g/km - it's been a bit of a revolution, and with fleets the demand has been stronger than anticipated.
"2013 is the year of opportunity. We will start to take what we see as our fair share of the fleet market," Harrison concludes. "There's no reason why Toyota should take less fleet than retail - our overall approach of cost of ownership, customer service and reliability should maybe appeal to fleet more than retail."
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