Toyota Yaris (2012)

The new Toyota Yaris will compete in the B-segment which – with a 26% share of the total market, equating to some 4 million sales per annum – remains the most important sales arena of the European automotive market. This segment is currently dominated by petrolengined vehicles, which represent more than two thirds of the mix.

Over the last few years, fragmentation has accelerated within the B-segment, due to the introduction of an increasing diversity of new model types such as the SUV and B-MPV. Nonetheless, representing 50% of total sales, the hatchback remains the segment’s most important, and best-selling, bodystyle.

The launch of the third generation Toyota Yaris adds a new chapter to the model’s ongoing European success story. Over the last decade, the Yaris has consistently enjoyed a segment share of more than 5%. It has been a strong contributor to the increase in Toyota sales throughout Europe, boosting the brand image and becoming a key pillar of the company’s European manufacturing operations.

With the continued increase in fuel costs and CO2 taxation levels instigating downsizing by customers from other segments, B-segment sales are expected to remain stable in the immediate future.