Strategies

Toyota accelerates sustainable mobility: 2026 with hybrid and innovation

The carmaker outlines the guidelines for the new year: growth in the full hybrid market, new electrified launches and an increasingly concrete commitment to truly sustainable mobility.

by Mario Cianflone

22 January 2026

2' min read

Translated by AI

Versione italiana

2' min read

Translated by AI

Versione italiana

Toyota confirms its leadership in full hybrids with a 43% share and a leading position in the Yaris and Yaris Cross segments. The Japanese brand maintains a dominant role in the Italian market, consolidating the trust of private individuals and companies. The hybrid remains at the heart of the growth strategy, with the aim of making mobility more efficient and accessible.

Milan is the symbol of this transformation: with more than 650,000 Toyota full hybrid cars on the road, emission savings reach 200,000 tonnes of CO₂ per year, equivalent to around 8 million trees planted. A figure that translates the positive environmental impact of hybrid technology into concrete numbers.

Meanwhile, the group's premium brand, Lexus, continues to redefine personal luxury. With 8,700 units sold by 2025 and +43% growth, Lexus climbs from ninth to sixth place in the premium market. The new Lexus LBX embodies the brand's philosophy: emotional design, advanced hybrid technology and a driving experience built around the customer.

The claim 'Redefining Emotion' encapsulates the essence of the Lexus strategy: to offer accessible, tailor-made luxury in line with the attention to detail and the Japanese philosophy of Omotenashi, the art of hospitality and care.

The commercial vehicle sector is also experiencing a positive moment. Toyota Professional gained three percentage points of market share over 2024, reaching 16% in the BEV (Battery Electric Vehicle) segment. The launches of the Hilux mild hybrid and the bz4X touring mark a new phase in electrification, which places all-electric solutions alongside hybrid engines.

At the heart of the Toyota vision remains the growth of people and continuous innovation. Terms such as Kaizen (constant improvement) and Hitozukuri (human development) express the company's philosophy of combining technology and culture.

And in Italy? With more than 500 employees, an average age of 44 and a network that is one of the most efficient in the sector, the Japanese manufacturer's Italian branch looks to the future with the conviction that 'there is not a car for everyone, but a car for everyone'.

And for 2026, Toyota promises to continue to lead the transition towards smarter, sustainable and people-friendly mobility. After the recently launched Aygo X full-hybrid, the Italian market will see the arrival in April of the BZ4Z Touring in a fully electric version. Also arriving in April is the new pick-up, Hylux proposed with an electric motor and mild-hybrid. We will only have to wait a month to see the electric C-HR in dealerships, while two new models are planned for June: the RAV4 HEV+ plug.in and a Lexus model of which the company has not revealed any information.