Daniel Herrero: The hybrid Corolla should have a price similar to that of the naftero

The launch of the Rav-4 Hybrid (SEE NOTE) This is a message for users in particular and for the market in general. Of course, the text is not written anywhere, but its content is strong: "Warning, the electrification is coming!" Otherwise, we do not explain why this The new generation of the Japanese SUV's medium-sized SUV is being launched in three all-hybrid versions: there will be variants with combustion engine for local supply. Whoever wants to hear, lets hear.

This is a statement of principles, no doubt, which is complemented by an announcement made a few months ago that shook the market: Before the end of the year, the new generation of Corolla will arrive, including a hybrid version that will be sold at a very competitive price.

Clearly, the Japanese company wants to continue to mark the pace in the national auto industry beaten. That's what we talked with Daniel Herrero, president of Toyota Argentina.

Windshield: – When the new Corolla arrives? Will the hybrid version be more accessible than the naftera?

Daniel Herrero: – We work, but we have to make the transition from electrified vehicles to conventional vehicles. What hybrid means is not yet integrated in the spirit of Argentina. If you do not give accessibility, everyone will understand that in a hybrid vehicle, there is more technology and that it is much more expensive to manufacture, but that it is cheaper to maintain. It's a process that needs to be directed and helped.
In monetary terms, compared to what a Corolla is today, the hybrid would be a bit more expensive, although you have to try to match both versions to the user's choices and the price is not a price. excuse.
As for the release date, we are dealing with it: we do not know if we will launch it with Brazil (before the end of the year), but we are optimistic.

P: – Apart from this punctual car, how do you see the market for 2020?

DH: – We think that in 2020 you will exceed 500,000 cars, an increase of 15 to 20%. There was a big process of inventory adjustment. We see disparate results across provinces. In some cases, not counting pbadenger cars, Hilux, for example, sold more than last year. You can see that there are places that are starting to move, but you have to see how long it takes.
We always do the statistics and, in the most difficult moments, the first indicator is Hilux, well above. For example, with the 2002 devaluation, sales of this recovery were the largest in the next two months.

P: – On the electrification, what will be the next steps, beyond Corolla, in the presentation of new models?

DH: – The idea is that all models that we bring from here to the future must have their alternative propulsion version and in this way, in the same way as Corolla, we will have an electrified Hilux. This is an irreversible trend: Toyota understands that the hybrid vehicle is the transition path until the regional infrastructure needed to maintain an electric car is strengthened.

P: – Will the electrification of Hilux be carried out in Argentina?

DH: – This is a development that can be done together, but the first ones come from Japan, although the idea is to do it here. The central house gives us freedom in several areas. For example, with Gazoo Racing, we took the position on the sports development of the truck and we can already develop the pickup from Argentina. In addition, we have permission to develop another vehicle in Latin America.

P: – How does Toyota think it will end the year?

DH: – We want to be the "number one in town". Let the person choose you: the rest is the result of what is coming. There is no aspiration. The market grew because the customer chose us and not for making a plan.

P: – As soon as they are affected by the change of political landscape?

DH: – Predictability is complicated. We are doing the market expansion figures in Latin America and are fighting against Thailand to see who is selling more. Then, when you change the rules of the game, it concerns you.
I think we need to lead the tax reform process. We understand that it is difficult when we do not have the resources to do it, but we need to establish a long term plan to be able to plan.

P: – What would change with this reform?

DH: – The most difficult are the distortion taxes, such as gross income and the check tax. I'm not saying that we will release them tomorrow, but with a specific date, I know I can start with the certainty that they will not be.
This also creates equality issues, as some provinces benefit from gross income exemptions and others do not.

P: – How did Lexus in Argentina take into account the fact that it is one of the brands offering more hybrid models?

DH: – Better than we thought. We landed very well and continued our launch plan. As promised, we will start this year with SI and RX.
And it's curious, because despite the great offer of hybrid models, the Lexus buyer does not always choose the hybrid, he also buys the one of combustion.

P: – How does the company communicate that the hybrid is better

DH: – We are doing an advertising campaign and actions to communicate the benefits of this technology. In addition, we offer a solid replacement system and an eight-year warranty on the hybrid system. We have the experience of the Prius: this model arrived in Argentina ten years ago and we have changed only two batteries because they have reached the end of their useful life.
In addition, a car with hybrid technology is cheaper to keep, contrary to what everyone thinks.

P: – What happened to Innova?

DH: – It was not accepted as we had planned nor the magnitude of the demand we thought we could put into production. The answer is probably in a mix of reasons: motorization, design, consumption.

P: – And with Hiace, what are the projects?

DH: – It is still planned and can industrialize in Zárate. It is being badyzed and in the short term we will move forward. We will first import it, in both pbadenger and van versions.

P: – Why Etios is more successful in Argentina than in Brazil

DH: – I believe the network of resellers and services in Argentina. At this point, it should be noted that Argentina is the country in which Toyota has the highest fidelity index in the world … our loyalty rate is higher than that of Japan! The customer of this car, the first small Toyota, gets the same attention as the owner of a Camry, which is a very important differential.

P: – At this time when SUVs are the models that "everyone wants to have," do you think that Corolla will continue to be a leader, that sedans will continue to survive?

DH: – There is a very strong trend for the SUV. I think Argentina is not immune to this trend. At some point we will have to do something to compensate, that can be with CH-R or another new model. We do not have enough sustainability if we do not have a balance between what we do at the regional level and what we import. If we import everything, we will have times when we will be barbaric and others where there is no other time to close. This is why we have maintained our strategy: 30% for the domestic market and 70% for export.

P: – Next, the Corolla is threatened by the advance of the SUV worldwide.

DH: – Fifty percent of our customers going into the future will make a rational purchase and the other fifty will be moved.