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Toyota happy to drop Auris market share

Date: 26 February 2010

Toyota will decrease market share of its lower medium Auris this year as it moves away from short-cycle high-volume high-discount sales in a bid to maintain good residual values.

Despite a refreshed Auris which went on sale in February, market share will drop to 2.3% this year, compared to 3.7% in 2009.

However, it expects share to pick up again to 3.0% in 2011 as the Auris' flagship model, a hybrid which goes on sale this July, kicks into the company car market.

With a 10% benefit-in-kind banding, Jason Stanley, Toyota product marketing manager said the hybrid Auris, called HSD (hybrid synergy drive), will "appeal to user choosers" and people who want something smaller than a Prius.

Until the 99g/km hybrid is introduced, the lowest CO2 emission model is the 125g/km 1.4 diesel engine.

Unlike competing carmakers, Toyota's D-segment car, the Avensis sells more in the fleet market than Auris.

This unusual pattern is down to "strong styling, powertrain and good product execution" of the Avensis, said Stanley.

Until now, Auris "has not been competitive enough to appeal to user choosers".

The fleet market will start to see some recovery this year but it will be gradual, he added.

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