Nissan is aiming to become the largest Japanese carmaker in Europe in terms of sales by 2016. Instead of being threatened, Toyota Europe chief executive Didier Leroy remarked that he would even be willing to help Nissan in its cause. He said that it would not bother them if Nissan sells more vehicles in Europe than Toyota, since the latter prefers booking more profit than sales.
Leroy said that he told his Nissan counterparts at the Automotive News Europe Congress that he will help them to spend more money to sell more cars so that Toyota could generate more profit.
He remarked that Toyota is much focused on keeping its European operations profitable, following losses during the global economic crisis in 2008 and 2009. Toyota Europe was expected to bleed financially until its 2013 fiscal year, but Leroy was able to plug that hole and made the car business return to profit by the 2012 fiscal year.
Leroy also managed to hike the unit’s profits by 75 percent in 2013. The carmaker saw its sales in the EU and EFTA markets rose 6 percent to 228,589 in the first five months of 2014, while Nissan saw its volume jump 10 percent to 206,736 vehicles, according to industry association ACEA.
Nissan was ahead in Europe in the first five months of 2014, growing 29 percent to 70,341 units, while Toyota climbed 9 percent to 63,349 vehicles, according to data from the Association of European Businesses in Russia.
Both Toyota and Nissan grew in a market that dropped 6 percent overall in the period to 1,030,vehicles. To further its bid to become the best-selling Asia carmaker in Europe, Nissan will bank on its second-generation Qashqai crossover and the upcoming Pulsar compact model line. [source: automotive news - sub. required]