- Overall market share at 23%
- 12 272 new vehicles sold
- Toyota’s leadership aligns with broader market growth
Toyota South Africa Motors (TSAM) has once again demonstrated its market leadership with an impressive 12 272 new vehicles sold in February, securing a 23% share of the domestic market. This performance comes as South Africa’s new vehicle sales performance recorded 53 455 units.
According to naamsa, this performance reflects the best February result since 2013 and an 11.4% year-on-year increase. Notwithstanding this, naamsa cites that vehicle exports declined sharply by 28.1% year-on-year. This decline is impacted by “heightened protectionism” and “stringent decarbonisation requirements” in key export markets.
naamsa adds that February’s industry performance underscores sustained domestic economic stabilisation driven largely by strengthening private sector borrowing, gradually improving household credit growth, cumulative interest rate reductions and continued advancements in logistics reform.
Brand Performance
With a total of 7 366 passenger car units sold, Toyota secured a segment market share of 19.6%. The Corolla Cross (1022 units), Fortuner (689 units), Prado (508 units) and Urban Cruiser (723 units) recorded substantial growth when compared to their January performance. These models contributed significantly to Toyota’s sustained leadership in the passenger segment, aligning with broader market growth, where passenger car sales increased by 11.3% year-on-year to 37 576 units.
Lexus delivered an impressive 125 units in February, boosted by the NX (42 units), GX (29 units) and LX (25 units). A key highlight for Lexus was the exceptional performance of the all-new Lexus RZ which sold 9 units – a notable jump from just one unit sold in January. The RZ is Lexus’ first fully battery-electric vehicle (BEV) which was recently launched in South Africa. Its strong early uptake reflects growing consumer interest in electrified premium mobility and underscores Lexus’ commitment to progressive zero-emission technologies.
Shifting gears to the Light Commercial Vehicle (LCV) market, the legendary Toyota Hilux retained its title as South Africa’s top-selling bakkie. In February, the Hilux sold 3 362 units, securing a 25.5% market share. Other strong contributors within Toyota’s LCV lineup include the Hiace (619 units) and the Land Cruiser 79 Pick-Up (381 units). These results align with overall LCV market growth which grew 11.9% year-on-year, reaching 13 218 units.
Toyota’s commercial vehicle performance remained robust with notable performance from the Quantum Bus (108 units) and the Hino 300 (91 units). Within the Heavy Commercial Vehicle (HCV) segment, Hino contributed a combined 85 units. This performance was primarily driven by the Hino 500 with 76 units, outperforming January by 12 units.
Looking at the Fleet, aftersales and parts businesses, the divisions maintained their positive momentum, continuing to anchor the brand’s market‑leading customer support ecosystem.
With 2 334 companies selecting Toyota to support their business mobility requirements, the Fleet division displayed a strong performance predominantly in the commercial segment. The aftersales and parts division supplied just under two million domestic parts pieces and exported an additional 311 947 parts.
Commenting on Toyota’s February performance, Leon Theron, Senior Vice President of Sales and Marketing said, “We are incredibly proud of the work that our teams have accomplished in February. Toyota’s performance is a testament to the trust South Africans place in our vehicles across every segment, from passenger cars to commercial workhorses. We remain committed to delivering quality and durable mobility solutions that South Africans rely on every day.”
