Currently, the company is suffering from a lack of diesel engines which are popular in European. In this market, Toyota, despite their long time efforts, just couldn't increase its market share. However, both companies are not direct competitors since they are addressing significantly different market segments. BMW's sales and marketing chief Ian Robertson said: "Both companies set the benchmark in complementary fields. Toyota has a wealth of experience to offer when it comes to battery technology, and the BMW Group has long been at the forefront developing some of the most technologically advanced clean diesel engines available."