Bound for its North American production reveal at the Los Angeles Auto Show next week, production of the Toyota C-HR began today in Sakarya, Turkey.
The C-HR becomes the eighth vehicle built by Toyota in Europe and the third model built by Toyota Motor Manufacturing Turkey. The C-HR also joins a booming subcompact crossover segment that’s grown nearly 30 percent in the United States this year.
It’s a segment that now produces 3 percent of the U.S. auto industry’s volume, triple its share from just two years ago.
As new candidates join the fold, the overall segment grows its volume because existing nameplates tend — at least so far — to lose very little volume to the intruders. 
Whether that will be true of the Toyota C-HR remains to be seen, of course. We don’t yet know its precise specifications, price point, or the breadth of Toyota’s marketing campaign.
But Toyota is a huge force in America’s SUV/crossover arena. The 4Runner, Highlander, Land Cruiser, Sequoia, and top-selling RAV4 grew their collective U.S. volume to 536,334 sales through the first ten months of 2016, a 12-percent increase for a quintet that now accounts for three-in-ten Toyota brand sales.
The RAV4 is America’s second-best-selling utility vehicle.
The Highlander is America’s second-best-selling three-row vehicle.
The 4Runner is America’s second-best-selling body-on-frame SUV.
At Toyota’s upmarket Lexus division, the RX is America’s best-selling premium utility vehicle, and by a wide margin.
There is therefore plenty of reason to believe that Toyota can succeed in yet another utility vehicle category.
The Toyota C-HR exits a 5,000-employee Turkish factory that will now build 280,000 vehicles per year, nearly double the factory’s output prior to the C-HR era thanks to a €350 million ($384 million) investment. Toyota says the C-HR goes down the same line as the Corolla and Verso, although the C-HR is the first Toyota built outside Japan on the new TNGA architecture that underpins the latest Prius.
In order for the Toyota C-HR to reproduce RAV4esque dominance, the new Toyota will need to surpass the steadily growing Subaru Crosstrek (an admittedly large, but still sub-Forester, “subcompact”), the top-selling Jeep Renegade, and GM twins from Buick and Chevrolet that jointly hold 29 percent of the category, tops among any manufacturer.
Incidentally, with the market’s 6-percent slide in October, the rate of growth achieved by America’s subcompact crossover slowed notably just as Toyota readied production of the C-HR. While segment-wide sales rose 33 percent through the first three-quarters of 2016, October volume rose just 2 percent, year-over-year.
Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.
I wish that they had built a modern version of my 2003 RAV4L (small, light, with a tonne of room in the back with the seats folded down).
I’m stunned at the Renegade’s commanding lead in this category. I guess it’s a Jeep Thing.
It’s the one SUV in the segment that looks more like a traditional SUV and less like a raised matchback/minivan/wagon hybrid. Image sells. Jeeps’s got image coming out of their red-painted tow hooks.
I am more convinced than ever that Japanese designers are suffering the ill effects of radiation emanating from the damaged Fukushima nuclear reactor. It can be the only explanation for some of the absolutely hideous designs, including this one, that they are subjecting our sensibilities to lately.
We all say this and the insectoid/fish look just keeps on a-sellin’.
Perhaps TTAC’s preponderance of elderly males has something to do with this.
If they bring these from Turkey, they better check the trunk for isis refugees before they drive them off the ramp
Given given the current political situation in Turkey, a little surprised at the decision to build here (on a short term mission here). Was a few hours past the time of the most recent bombing here last week. Will see how things go here…not overly sure I’d want a car built here. But the flyovers indicated a beautiful country and I hope they keep it together.
That’d be a little difficult to do, since the C-HR is a crossover and doesn’t have a trunk.
Which countries do our factories send completed vehicles to?
Just asking for a friend who might want to catch a ride.
It’s debatable whether Turkey could be considered in Europe or not. Yes, I know they have a small footprint on the west side of Bosphorus
Europe goes a lot further west than that, as in well into Russia. Turkey could be considered Europe or Middle East, but they generally prefer to be considered Europe.
Everything East of Urals is Europe
“The C-HR becomes the eighth vehicle built by Toyota in Europe”
The C-HR will be built in Turkey, which is for the most part located in Asia, not in Europe.
Looks like you slept through your geography class.
Any word of a US release date for this?
CH-R should be at the LA autoshow next week. Along with Alfa SUV and old Jag production… Civic Si and Rogue One Star Wars edition…?