INTERVIEWS
Talking heads
Emmanuel Beaune, head of LCV business unit, Toyota Motor Europe, tells John Kendall what to expect in 2024 and beyond
As reported in December’s EV Fleet World, Toyota will be launching the Proace Max, based on the large Stellantis van, extending the co-operation on LCV models between the two companies.
Emmanuel Beaune, head of LCV business unit at Toyota Motor Europe, explains where it would fit in among the rest of the range. “From the product catalogue that we will offer, we will have exactly the same diversity as the Stellantis models,” he says. “So we will propose everything to the customer, both with the conventional powertrain and also the battery electric powertrain and the first phase should be from around September 2024.”
Toyota wanted to offer the large van because customers had requested it, according to Beaune. “The one-stop shop is very important to our fleet customers," he reveals.
“So today we have a large and wide variety of products and now, in our LCV line-up, we are missing about 30% of the segment by not having the Proace Max. That’s why we believe it will be an important conquest tool for us. We also want to develop our LCV network across Europe and it’s better to be a full squad, in the football sense, rather than just having seven players.”
Although the new van will give dealers an opportunity that they do not currently have, it will also bring challenges for them. Toyota will ensure that LCV dealers are equipped with a five-tonne vehicle lift, as well as making sure that access to service bays is large enough and there is enough room for the large van to manoeuvre. Dealers are currently being surveyed to make sure that everything is in place ahead of the launch.
Across all its European LCV markets, Toyota has developed a pan-European customer promise. This includes the Toyota Relax Warranty (which can provide cover for vehicles up to 10 years old/100,000 miles), express service, five-years' roadside assistance and tailor-made financial products.
“All of this will be in every market and on top, every market can develop some local products too." says Beaune. This approach is all designed to differentiate the Proace Max from its Stellantis rivals.
Toyota dealers wishing to become LCV centres will have to demonstrate they have the potential to sell more than 100 units a year. There will be other standards that they will need to comply with too, such as having dedicated sales staff and service technicians as well as offering the five-tonne capacity lift.
Emmanuel Beaune Toyota head of LCV business unit
“From the product catalogue that we will offer, we will have exactly the same diversity as the Stellantis models”
Xavier Peugeot Senior vice president, commercial vehicle business unit, Stellantis
Meanwhile, Xavier Peugeot, senior vice president of the Stellantis commercial vehicle business unit, explains the importance of the company’s Pro One brand.
“We want to reinforce our worldwide leadership and to take on board the evolution of our business,” states Xavier Peugeot. “It is not only about building cars: that is still very exciting, but it’s not enough. We need to go for a 360° approach to meet the new customer expectations and the evolution of our business. Pro One is at the heart of the project, because we realised that it was not so clear that this commercial vehicle business represents one third of the Stellantis overall net revenue, which is a lot. It is a key part of our activity.”
Zero-emission vehicles are one of Pro One’s key objectives. And hydrogen fuel cells are an integral part of the strategy.
“We want to propose a complimentary EV offer based on hydrogen technology,” says Peugeot. “We have a hydrogen medium van, which is now on sale – it is moving slowly, but surely. We have to take on board the maturity of the market and infrastructure. We have sold hundreds of vehicles, not millions, but we are ready for it and we will reinforce this first hydrogen medium van offer with a large van offer in 2024. That confirms how much we believe in this additional technology.”
Stellantis will also look at affordability. “We all know that an electric vehicle is more expensive than an internal combustion engine vehicle,” reasons Peugeot. “There are some professionals who are keen to go for an electric answer, because there are zero emission zones, but it’s expensive. So how do they cope with the situation? By going for an e-retrofit solution. You will be able to go to your dealer with your 100,000km diesel van and say you want to go electric.” The dealer will take the vehicle and have it converted by an approved Stellantis facility. The cost is not yet finalised, but Peugeot believes it will be around €20,000 (£17,000), making it much cheaper than buying a brand-new electric model.
