A decade of success for the Toyota C-HR, while Akio Toyoda leads a "lonely" fight to save internal combustion engines
Toyota is in a moment of reckoning that reveals a fascinating duality within the Japanese giant. On the one hand, the manufacturer is celebrating the fulminating success of the C-HR hybrid model, which celebrates its 10th anniversary. On the other hand, at the top of the company, President Akio Toyoda is publicly expressing concern and even a sense of isolation in an auto industry increasingly obsessed with total electrification.
Toyota C-HR: The hybrid recipe that has won over 2 million drivers
Originally launched in 2016, the Toyota C-HR (Compact High-Rider) broke with the conservative Japanese design paradigm of the time, offering aggressive coupé lines on a crossover chassis. The gamble was extremely successful.
A decade after its appearance and after the launch of the second generation in 2023, the hybrid model has exceeded the threshold of 2.1 million units sold worldwide.
Europe, the main pillar of sales
The model's success is closely linked to the European market, known for its high appetite for compact hybrid vehicles:
- 1.2 million units were sold exclusively in Europe.
- The historic milestone of 1 million units sold on the European continent was reached in 2024, just one year after the debut of the new generation.
Discreet changes for the anniversary edition
To mark this successful decade, Toyota did not opt ??for a visual revolution, but for a series of refined updates aimed at increasing the model's appeal:
- Exterior: The Mid+ trim now receives 18-inch wheels finished in an elegant shade of matte black.
- Interior: The seats are upholstered in the new Samara fabric and receive contrasting gray stitching for the front seats.
- Details: The transmission selector lever now features a premium gunmetal finish.
Akio Toyoda, a "very lonely" leader in the defense of internal combustion engines
While the C-HR assembly lines are running at full capacity, an ideological battle is raging in the boardrooms. Most major automakers have set strict deadlines for the transition to a 100% electric portfolio, even though falling demand and legislative changes have tempered this enthusiasm in recent times.
Toyota, however, remains the most vocal skeptic of this sudden transition. In 2024, Akio Toyoda publicly estimated that battery electric vehicles (BEVs) would never exceed 30% of the global market share, with the rest split between hybrids, hydrogen cars and conventional internal combustion engines.
In a recent interview with the British press, Toyota's president admitted that this position against the tide is an extremely difficult one from an emotional and strategic point of view.
“Everyone is switching to electric vehicles, that’s my biggest fear. Three or four years ago, I was the only one telling the press that I love the smell, I love the sound, and I love the engines, and I want to keep jobs for the engine suppliers. But it seems like I’m the only one. I feel very alone.” — Akio Toyoda, Toyota president
The passion for engineering never dies: A new engine of over 400 HP
Despite global pressure, Toyota is backing its philosophy with action and massive investment in thermal technology. The company recently unveiled a new 2.0-liter, 4-cylinder gasoline engine capable of developing over 400 horsepower without the help of massive electrification.
This high-performance powertrain will be the heart of future models developed under the Gazoo Racing (GR) sports division, demonstrating that, at least under the Toyota umbrella, the sound and thrill of pure driving will not be silenced anytime soon.