Young Turkish manufacturer Togg took advantage of the IAA Mobility 2025 show in Munich to announce its imminent arrival on the European market, starting with Germany. As the spearhead of Turkey’s industrial revival, Togg is aiming to win enough market share to first become profitable and then expand on a large scale.
Turkey is doing its utmost to achieve a balanced trade balance. Still too dependent on imports despite its strong agriculture and status as a major industrial hub, the country has set itself the task of continuing to develop this second point. So, in 2019, the government unveiled the start-up Togg, an acronym for « Türkiye’nin Otomobili Girişim Grubu« , Turkey’s first national manufacturer. A small revolution that will enter its second phase in 2025: internationalisation.
Germany as a gateway for Togg
At the IAA Mobility show in Munich, Togg announced the imminent arrival in Germany of its two 100% electric models: the T10X SUV and the T10F saloon, whose design, inspired by BMW’s lines, could appeal to German customers who are already well used to them. And it’s in the locals’ interest to like them, because Togg’s development, and even survival, depend on it. According to Reuters, the manufacturer needs around 200,000 sales a year to reach profitability. Its domestic market, despite respectable results with 30,000 units sold in 2024, will not be enough to ensure Togg’s long-term growth. Germany is therefore de facto the priority market for the young manufacturer, providing both a potential springboard and a gateway to the rest of Europe.
But Togg didn’t just announce its arrival in Germany. The manufacturer has also sprung a surprise by tackling another field that is becoming increasingly essential: artificial intelligence. Can.ai, its in-house AI platform, has been developed in partnership with Microsoft Turkey, from whom it borrows the Azure cloud, and incorporates technologies from OpenAI, from whom ChatGPT is derived. While it responds to voice commands, as is the case in almost all new vehicles, this virtual assistant « makes predictions and acts proactively in the best interests of users« , as Togg puts it. This ‘hands-free’ support is summed up by the name of its interface, ‘ZeroTouchUI’.
It now remains to be seen what practical applications this artificial intelligence will have in driving, but on paper, and on test at the Toog stand in Munich, it looked promising. And that’s at least what it will take to stand out in an already crowded German market. While the Togg vehicles offer a classic design that has proved its worth, a decent range – 500 and 600 km respectively for the T10X and T10F – and this new AI assistant that promises to be revolutionary, they should be priced at between €45,000 and €50,000, putting them up against the Audi Q4 e-Tron and BMW iX2, among others… We’ll have to hang on!
