Still at number one, Toyota sees growing sales, despite onslaught from China
Toyota South Africa Motors (TSAM) last year retained its long-standing number-one position in the domestic new-vehicle market, with total sales of 148 124 units – a 15.1% jump from the 128 663 unit-sales recorded in 2024.
Last year’s numbers represent the Japanese brand’s best yearly performance since 2007, and handed it a market share of 24.8%.
The total local new-vehicle market did, however, outpace Toyota’s growth somewhat. Total new-vehicle sales were up 15.7% in 2025, at 596 818 units, compared with 2024’s 515 976 units.
TSAM also – again – produced the top-selling vehicle model in South Africa in the form of the Hilux, with sales of this Durban-made bakkie at 36 525 units for the year, up from 32 656 units in 2024.
Other locally produced models also delivered standout results.
The Corolla Cross recorded sales of 22 191 units, while the Fortuner contributed 9 049 units.
The locally assembled Hiace minibus taxi achieved yearly sales of 6 815 units.
All four of these vehicles are produced at Toyota’s Prospecton plant, in KwaZulu-Natal.
Toyota also saw sales of 2 689 medium-commercial vehicles and 1 433 heavy-commercial vehicles, with the Hino truck brand also part of the Toyota stable.
TSAM sales and marketing senior VP Leon Theron says the 2025 results “reflect the strength of our locally produced product line-up, the trust South Africa’s place in the Toyota brand, and the collective effort of our dealers, employees and supply partners across the value chain”.
“We thank our Toyota team and dealer network for their dedication, as well as our customers for their belief in our brands.
“Our goal remains to deliver exceptional value and keep Toyota, Lexus and Hino the brands of choice in our market.”
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