Toyota SA guns for new sales record this year
Toyota South Africa Motors (TSAM) will chase a new record of 153 178 unit-sales this year, says senior sales and marketing VP Leon Theron.
He says TSAM’s highest sales ever were 152 000 units in 2007, with last year delivering the second-highest ever, at 148 124 units.
This ambitious target comes in the midst of what Theron describes as “absolute automotive insanity” as the number of importer brands into South Africa continue to soar.
“It is coming at us so fast, even we are saying: ‘What is next?’,” says Theron.
He notes, however, that TSAM realised early on what was coming, and had intentionally decided to make a play for every single segment of the local new-vehicle market to counter the high level of increased competition.
What has been happening in the car market, is now also being mirrored in the truck market, says Theron, with a price war prevalent in especially the extra-heavy truck segment.
Toyota again topped the South African new-vehicle sales chart in 2025 – its forty-sixth year of market leadership – with 24.8% market share, with the made-in-SA Hilux also the best-selling vehicle.
When looking at the broader Toyota brand – still number one in the world in terms of sales – Theron says that TSAM will work to bring two new brands from the global stable to South Africa.
One is the “very high-end, bespoke” Centurion badge, which is now available globally, while the other could potentially see the Toyota-owned affordable Daihatsu brand return to local shores.
* Theron last week delivered a presentation at the Toyota State of the Motor Industry event.
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