Togg, the partnership of large Turkish groups such as Anadolu Group, Zorlu Holding, BMC and Turkcell, with strong political support from the government — was born in 2018 aiming to bring Turkey to the electric car industry map. The plant opened in Gemlik, Vursa in 2020, production began in October 2022, and as early as 2023 SUV T10X was circulating on the Turkish streets. On the domestic market, the venture seemed justified: about 19,583 units were sold in the first year, and over 30,000 in 2024 — numbers giving Togg a fifth of the Turkish electric car market.
The next move was Europe...
In September 2025, at the IAA Mobility Exhibition in Munich, Togg presented her second model, sedan T10F, and announced its official entry into the German market — Europe's biggest and most demanding. On 29 September orders were opened, exclusively digitally through the Trumore platform, without a traditional network of delegates. In late October, in Stuttgart — where the European center of the company is based — The first traditions were carried out, with ceremony and photographs for Turkish media.
The two models were presented with notable elements on paper. Both brought five stars Euro NCAP, 88.5 kWh battery, 160 kW motor on the rear axle, a maximum charge power of 180 kW and a charging capacity of 20% to 80% in just 28 minutes. The autonomy of T10F according to the WLTP cycle reaches 623 km in the top version, while the T10X SUV — with a length of 4,60 meters — Claims up to 523 km. For those who want more power, there is also the 4More version with a double engine and 435 horsepower. The interior is dominated by a 29-inch screen extending to the passenger, while everything passes through the digital ecosystem of Trumore. Togg doesn't just want to sell a car. — He wants to sell a connected mobility experience.
In terms of prices, the strategy was aggressive. The original V2 Long Range version for both models started at 41,200 euros, while with the proposed packages (panoramic roof, Meridian sound system, winter package, active safety system) the price was up to 44,590 euros for T10F and 46,190 euros for T10X. Since the beginning of 2026, the most affordable publications, with prices of EUR 34,295 for Standard Range, have been added — under Volkswagen ID.4 (from 40,300€), Tesla Model Y (from 45,000€) and Skoda Enyaq (from 44,400€). The order ticket was only 1,000 euros, returned.
Sounds attractive, but...
In October 2025, the first month of deliveries, only 6 Togg classifications were recorded throughout Germany. In November the number rose to 22. By the end of December, the total reached 53 points — in a country that moves hundreds of thousands of cars a year. For comparison, Togg sells this number every few hours in Turkey. The opposition could not be more blatant.
One of the main arguments in favour of Germany's choice was the largest Turkish community abroad worldwide. The logic was simple: the over three million Turks living in Germany could be a natural public for «national» brand. This assessment proved to be incorrect. Turkish analyst Doğu Perinçek, commenting on the results, wrote features that «When it comes to buying a car, our people don't show much nationalism — Even if they live abroad». Car purchase is a rational assumption: reliability, network service, resale value, access to charging. In these areas, a new brand without history is in an unfavorable position, however good its paper performance is.
There are structural barriers that are not easily solved. Togg does not have a fast charging network — analogue of Tesla Supercharger or Ionity — which is one of the main selection criteria for the European buyer. The exclusive digital sales strategy via app sounds modern, but in a country where the buyer wants to see, drive and examine the car closely before committing, the absence of physical presence is weakness — And serious.
This image also has a Greek dimension. In the past there have been contacts between Greek business groups and the Turkish side for possible introduction of Togg models into the Greek market. Germany's failure, however, changes the calculation. If Togg has failed to win even the Turkish diaspora in the richest European country, no one can take for granted that it will thrive in a market without any emotional connection with the brand. The Greek car market is small, competitive and highly sensitive to service and reliability issues. A representative who would undertake to bring a brand with 53 classifications into the largest European market would also take a risk of difficult justification.
Of course, the story doesn't end here. Togg has in its programme an extension to France and Italy, and since 2026 the most affordable Standard Range version with a starting price of EUR 34,295 will open a new chapter. The German government also announced a subsidy of up to 6,000 euros for electricity purchase in 2026, which could make Togg even more attractive in terms of price. Another element in its favour: as a Turkish manufacturer within the EU-Turkey Customs Union, its models are not burdened by the tariffs that hit Chinese competitors. This is a real advantage. — If the brand manages to build enough recognition to exploit it.
At present, Erdogan's great national project has conquered Turkey but stumbles as soon as it exits its borders. The market is not moving out of national pride. Moved by trust — And she needs time to win.
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