- #1 in Annual Sales
- #1 in Passenger
- #1 in LCV
- #1 in MCV
- #1 in Heavy
NAAMSA revealed that despite a last-quarter boost, new vehicle sales in 2024 fell overall by 3,0% to 515,712 units compared to the 531,775 units sold in 2023. All indicators point to an equally challenging 2025, although a potential rebound to pre-pandemic sales levels is still possible if key economic indicators on the local front continue to improve.
Leon Theron, Senior Vice President of Sales & Marketing for Toyota South Africa, concurs that 2024 was indeed ‘frustrating’ but he is encouraged by the resilience of Toyota and its affiliated brands: “To end off the year on such a retail high with top sales in all the main categories bodes well for the new year.
“Given that December is traditionally a low-volume month, Toyota’s performance was even more reassuring. We achieved a 27.7% market share – our best for the year. I’m also pleased with the numbers from a volume point of view, the 11,422 units shifted reflects a sales increase of 222 units over the preceding year. Toyota was once again the retail leader in 2024, racking up a total of 128,663 sales for a 24,9% share of the market.
“To stay at number one for 45 years is no mean feat. All credit goes to the incredibly talented Toyota crew – from our sales, marketing and aftersales teams to our dealer staff, including our suppliers – you have pulled off yet another laudable performance in spite of the difficult trading conditions. And of course, we couldn’t have done it without the loyal patronage of our customers. To all of you, I say thank you.”
Toyota was the bestseller in the four main vehicle categories. Starting with Passenger sales, Toyota achieved 24%, its higher share YTD, with three slots in the top five: Corolla Cross – SA’s bestselling SUV – on 1,526 units, the evergreen Fortuner on 1,343 units (a record for this model for the year) and Starlet with sales of 1,259 units. Other meaningful contributions to this segment came from Starlet Cross (759), Urban Cruiser (586) and Vitz (473). The new Prado continues its retail momentum, racking up 201 sales alongside its stablemate, the flagship Land Cruiser 300, on 184-unit sales. In the premium space, the popular Lexus NX found 40 new owners in December.
Toyota’s LCV market share spiked to a record 42,3% or 2,926 units in December, which equates to almost one for every two vehicles sold. The Hilux retains its crown as the overall bestseller across all categories, a title it’s held for over half a century. Further amplifying the brand’s share of the LCV market were the Hiace on 449 units and the Land Cruiser Pick Up which garnered 352 sales for the month.
On the MCV front, Toyota took pole position in the sales race courtesy of the Hino 300 Series (154), the Coaster (53) and the Quantum (29) for a total of 236 units. Still in the commercial space, Toyota also leads in the Heavy category thanks to the Hino 500 Series which attained 110 sales in December.
From a parts’ perspective, supply for December came in at just under 1,7 million pieces distributed locally, and 277,045 pieces were exported to foreign markets.
