Toyota ups SA market share in the face of Chinese competition

Toyota South Africa Motors (TSAM) posted a strong sales performance for August, despite increasing competition from Chinese car companies, with the Japanese-owned group achieving a year-to-date monthly sales record of 13 276 units.

The record means that Toyota increased its overall SA industry market share to 25.6%.

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The company’s performance is consistent with automotive business council Naamsa’s monthly sales report, which showed overall new vehicle sales jumped 18.7% year-on-year to 51 880 units in August – the highest level since October 2019. Dealer sales accounted for 83.3% of total volumes.

“It is fascinating to see new vehicle sales soaring to pre-Covid levels,” commented Leon Theron, senior vice president for sales and marketing at TSAM.

“This gives us confidence about the rebound we’ve been anticipating for years now.”

“With regard to Toyota South Africa Motor’s performance, we are pleased with the increase of sales and market share of 25.6%. The favourable conditions and the availability of a broad scope of mobility offerings helped us achieve these milestones,” he added.

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TSAM’s passenger car segment recorded 8 401 sales in August, led by the locally-made Corolla Cross, with 2 743 units sold.

The Starlet ranked seventh overall with 1 322 units, followed by solid performances from the Toyota Vitz (885 units), Rumion (772 units), and Prado (270 units). Lexus also maintained steady sales, with the GX SUV performing strongly at 28 units.

The Toyota Hilux dominated the light commercial vehicle (LCV) market with 3 325 units sold, achieving a 28.4% market share.

The Hiace (577 units) and Quantum Van (65 units) also added to the brand’s LCV strength. In the medium and heavy commercial segment, the Quantum Bus registered 102 units, with the Hino 500 and 700 models combined for 126 units.

Fleet, parts and exports

Fleet sales were another highlight, with 2 433 companies choosing Toyota vehicles in August.

The Corolla Cross, Rumion, and Hilux Single Cab each posted their best month for business sales this year.

On the aftermarket front, Toyota’s parts division moved nearly two million units in the domestic market and exported 364 782 pieces internationally. Vehicle exports rose slightly to 4 770 units, up from 4 264 units in July.

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