Global auto giants turn to Türkiye for new model launches amid growing appeal
Volkswagen celebrates 50 years of the Golf with a scenic hot air balloon show over Cappadocia’s iconic landscape in Nevsehir, Türkiye, accessed on Mar. 24, 2025. (Courtesy of Volkswagen)
Türkiye is increasingly becoming a preferred destination for global automotive launches thanks to its touristic appeal, rising foreign investment, and expanding automobile market, according to Ali Haydar Bozkurt, CEO of Toyota Türkiye.
Bozkurt’s remarks came during the European launch of the Toyota Hilux GR Sport, the most powerful version of the Hilux, held last week in Türkiye.
The event gathered 140 automotive and economics journalists from 20 countries in the iconic region of Cappadocia, Nevsehir—one of Türkiye’s most renowned tourist destinations.
Speaking to Türkiye Today at the launch, Bozkurt emphasized the advantages that Türkiye’s evolving automotive journalism sector offers for brand marketing.
“Türkiye’s media and automotive journalism sectors are adapting to change faster than those in Europe,” Bozkurt said.
“Launch events here are effectively followed by both local and international media outlets, providing global visibility. Moreover, the variety of test tracks, circuits, and natural roads in Türkiye not only showcases the vehicles’ dynamic capabilities but also offers journalists rich visual content opportunities.”
“Hilux is a model of great global significance for our brand,” he added. “Introducing the most powerful version, which reflects Toyota’s motorsport spirit, here in Türkiye, has been a genuine source of pride for us. Foreign press members were captivated by Türkiye’s and Cappadocia’s natural beauty, and they loved Turkish cuisine and hospitality.”
Major automakers chose Türkiye for events
In recent years, Türkiye has increasingly drawn the attention of the automotive world. Global giants including Volkswagen, Opel, Ford, Citroen, and most recently Toyota have chosen Türkiye for major events. Its strategic location — serving as a bridge between Europe and Asia — makes it a gateway to emerging markets.
Another contributing factor is the rapid rise in car ownership rates in Türkiye compared to Europe. Major brands like Toyota, Renault, Fiat, Ford, and Hyundai have production plants in Türkiye that supply the European market — a key element boosting industry confidence.
Additionally, Chinese auto giants have recently begun selecting Türkiye as their European production hub, shifting the global focus of many automotive brands toward the country.
In September 2024, German automotive giant Volkswagen celebrated the 50th anniversary of its best-selling Golf model in Urgup, Nevsehir. The international event brought together 60 journalists from 14 countries and also marked the unveiling of features from the model’s upcoming ninth generation.
In another major launch, Opel revived its Frontera model in April 2024 with a spectacular global debut along the Bosphorus in Istanbul, attended by Opel Global CEO Florian Huettl.
Ford also hosted a remarkable event in Türkiye for the global unveiling of its first fully electric van, the E-Transit — a model significantly shaped by Turkish engineering in both its design and production phases. Members of the press attended the launch in Istanbul from around the world.
Amid the global chip crisis that disrupted the auto industry in 2022, French manufacturer Citroen chose Istanbul for a key international launch event. Highlighting Türkiye’s effective pandemic response, Citroen held the world premieres of its new C4 X and e-C4 X models in the city.
