The Toyota exec called the compact crossover boring, saying that it needed more "zest" to help drive sales. That's even after Toyota launched a Gazoo Racing model of the crossover, which has seen its sales drop 14% so far this year. Its market share is just a fraction of what Toyota's other same-sized model manages.
Corolla Cross Needs More Excitement To Drive Sales
"If we bring more European zest, sales will be up," said Toyota Europe product and marketing manager Andrea Carlucci. Speaking with Automotive News, he said that the Corolla Cross wasn't made for customer tastes in Europe. "We don’t have the perfect Corolla Cross for Europe, in the sense it’s a global model."
Toyota's Corolla Cross is now five years old, though it didn't launch in some of its most important markets until two years after that. Those late markets include the US, Europe, and even Toyota's home of Japan. It was originally designed for the Southeast Asian market, debuting in Thailand.
Carlucci seemed upset by Toyota's decision to sell the same model around the world. "The key point is that Toyota develops TNGA [platform] to allow regions to develop upper bodies," he said. "The cars need to be what Europeans want, not a mix of what US and Japanese buyers want."
Toyota's own C-HR, which is now in its second generation in Europe, is a much stronger seller. The very angular design was revealed in late 2022, and it went on sale in October 2023. Despite being a few inches smaller than the Corolla Cross and nearly the same price, the C-HR is the sixth-best-selling small crossover, while Automotive News reports the Corolla Cross is way back in 25th spot.
The GR Sport Treatment Isn't Enough To Give Corolla Cross Euro Appeal
Looking at the C-HR and Corolla Cross, it's easy to see what Carlucci is talking about. The C-HR has a lot of character; it has a shocking amount of flair for a Toyota. Meanwhile, the Corolla Cross is exactly what you picture when you think "Corolla SUV," and that includes the typically dull styling Toyota brings to the US. Even though it says it isn't boring anymore.
Sales of the Cross aren't exactly stellar in the US, either. The model sits at number 20 on the SUV sales chart so far this year. Toyota has sold close to five times as many copies of its RAV4, which is by far the best-selling SUV in the US. The C-HR+ is about to arrive as an EV, so we'll find out soon if Americans like the extra zest. Well, a little extra, as the C-HR+ is a different design that's a bit more restrained.
While Carlucci wants some European zest for the Corolla Cross, US buyers might be more interested in the model Europe does get. The Corolla Cross GR Sport looks like an appearance package, with a new grille, new front splitter, and some other small cosmetic changes. But it has real Gazoo Racing credibility, with a 10-speed automatic instead of a CVT, stiffer front suspension, and chassis reinforcement.
