Toyota launches new sub-brand to mark LCV product offensive

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wToyota has announced plans to expand its LCV business, backed up by a strengthened model line-up including electric vehicles, as well as a new Toyota Professional sub-brand.

Toyota’s new Proace City and Proace City Verso

The announcement builds on the CV Show debut this spring of the new Toyota Proace City, which starts sales in early 2020, expanding Toyota’s presence to the compact van sector. Developed in collaboration with PSA, the Proace City is built on the same EMP2 platform as the Peugeot Partner, Vauxhall Combo and Citroën Berlingo, and joins the larger Proace van and the Hilux pick-up in Toyota’s LCV line-up, expanding Toyota’s product coverage to over two-thirds of the LCV market.

Meanwhile full electric versions of the Proace and the new Proace City will be introduced in 2020 and 2021 respectively.

Alongside its new models, Toyota’s growth plans for its LCV business are also being driven by a new sub-brand, Toyota Professional.

Toyota has also said it will launch a new LCV network strategy to provide a specialised LCV customer experience. This will include some existing Toyota Business Centres becoming LCV centres with specialised staff. However, in the UK Toyota has already developed Specialist Business Centres – 24 out of its 63 Business Centres have already been set up with specialist LCV facilities.

Matt Harrison, Toyota Motor Europe executive vice president, said: “The expansion and electrification of Toyota Motor Europe’s LCV product range will be supported by new branding, Toyota Professional. It highlights Toyota’s commitment to its growing LCV customers, including dedicated network to ensure the right customer experience.”

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Natalie Middleton

Natalie has worked as a fleet journalist for 16 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.