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January 29, 2014 AT 10:07 AM
The launch of the third generation Toyota Yaris adds a new chapter to the model's ongoing European success story. Over the last decade, the Yaris has consistently enjoyed a segment share of more than 5%. It has been a strong contributor to the increase in Toyota sales throughout Europe, boosting the brand image and becoming a key pillar of the company's European manufacturing operations. The new Toyota Yaris will compete in the B-segment which - with a 26% share of the total market, equating to some 4 million sales per annum - remains the most important sales arena of the European automotive market. This segment is currently dominated by petrolengined vehicles, which represent more than two thirds of the mix.