Turkish carmaker Togg has seized the opportunity of the IAA motor show in Munich to restart its European offensive, focusing first on Germany with its Pininfarina co-designed T10X SUV and a EU-first unveiled T10F five-door sedan sibling.
Togg confirmed that orders for both the T10X and T10F will begin in Germany at the end of September, but until then, prices have not been officially released. For Germany, these prices are estimated for the T10X SUV, ranging from €49,000 (Standard RWD) to €61,100 (Long Range RWD), and are likely similar for the sedan.
Togg officially revealed the T10F fastback electric sedan for the first time on January 9, 2024, at CES in Las Vegas. It features a sleek, fastback silhouette that merges sporty styling with aerodynamic efficiency, highlighting advanced connectivity and digital integration.
German car design icon
Like its sibling, the T10X SUV, it was co-designed through a collaborative effort between Murat Günak, a German car design icon in his own right, and the Italian design house Pininfarina. Günak is a Turkish automotive designer who has led design at industry giants such as Mercedes-Benz, Peugeot, and the Volkswagen Group.
He worked at Mercedes-Benz from 1983 to 1994, advancing to become the Head of Mercedes-Benz Advanced Design, where he co-shaped iconic cars, such as the first Mercedes SLK roadster.
The R170, introduced almost thirty years ago in 1996, was the first with an electric retractable hardtop roof, a technological first that later, not surprisingly, also surfaced in the Peugeot 206CC. At Mercedes, Günak also worked on the design development of the R129 Mercedes-Benz SL (1989–2001).
Other cars that bear his signature include the Peugeot 206 CC, 307, and 607, as well as Volkswagen models such as the Golf V, Passat CC, Scirocco, Eos, and facelifts for the Touareg and Touran. In April 2021, he was appointed Design Leader of Togg.
Technological siblings
Technologically, both the Togg T10X SUV and T10F sedan share powertrain configurations and fast-charging capabilities, but the T10F provides notably higher range up to 623 km (WLTP), with better aerodynamic efficiency. The Standard version of the SUV has a 52.4 kWh battery offering 314 km (WLTP), and the Long Range has the 88.5 kWh battery for 523 km.
Both models share the same powertrains (RWD 160 kW or 218 hp, 350 Nm; AWD: 320 kW or 436 hp, 700 Nm) and charging specs up to 180 kW, or 20 to 80% charging in approximately 28 min. Performances too are likely: SUV and sedan AWD both need only 4.6 to 4.8 seconds to reach 0–100 km/h.
Both models likely have top-tier tech interiors, with OTA-enabled ADAS suites and triple displays; a 12″ instrument display, a 29″ panoramic infotainment, and an 8″ lower touchscreen, and a floating center console with a rotary selector. A premium Meridian sound system is optional.
Second attempt to take Europe
After a failed plan in 2023 to tackle EU markets, Togg had to refocus on its domestic market alone, as the brand needed to address specific teething problems. “We should first show sustained success in our own market,” said at that time Togg CEO Gürcan Karakas, a former Bosch veteran.
Now he’s targeting his second homeland, where he partly grew up and worked. “It’s time to go to the next market in Europe because it is a fact that the local Turkish market is not big enough,” Karakas told Reuters in Munich. Germany has an estimated Turkish population of about 2.9 million, and Togg can tap into their national pride.
Experts estimate Togg needs to sell 200,000 cars annually to become profitable, while it sold some 30,000 of its T10X model in the first year of full delivery in Turkey. Karakas, however, declined to say when the company expects to break even.
Vididly supported by Erdoğan
Karakaş took the helm as CEO of Togg in September 2018 after 30 years at Bosch in Germany and Turkey. Togg is a joint venture formed by major Turkish industrial groups, aiming to build a homegrown smart mobility ecosystem.
President Recep Tayyip Erdoğan has been a visible and vivid supporter of Togg, frequently appearing at milestones and promoting it as a symbol of national achievement. He and his wife were the first official owners of a Togg vehicle, receiving one in April 2023.
But Togg got more than vocal support from the Turkish state through financial, infrastructural, strategic, and procurement measures. Like tax breaks, customs waivers, grants, loan subsidies, insurance relief up to 2029, or free land for building the Gemlik plant. Not to mention government-guaranteed purchases of its cars: at least 30,000 per year until 2035.
Government incentive package
In July 2024, the government announced a $5 billion incentive package for EV production and $4.5 billion for battery development. With another 5 billion dollar subsidy program for chip production, the total subsidy for the EV sector is 15 billion dollars (12,7 billion euros).
These funds complement Togg’s ambitions and support its battery subsidiary Siro, a 50:50 joint venture between Togg and the Chinese battery technology company Farasis Energy, established in 2021.
Today, Togg’s ecosystem approach, which includes five EV models it plans to build by 2030, encompasses Smart Mobility Devices, Digital Experience Platforms, and Clean Energy Solutions. It also includes over 1,000 fast chargers powered by renewables and advanced battery development.
