Toyota South Africa Motors (TSAM) has cemented its position as the country’s automotive leader after recording its strongest annual sales performance in nearly two decades, selling 148,124 vehicles in 2025 and capturing nearly a quarter of the total market.
The Japanese manufacturer’s success came as South Africa’s automotive industry experienced its best year since 2015, with total new vehicle sales reaching approximately 596,818 units – marking the sector’s strongest performance in a decade.
Toyota closed 2025 with a commanding 24.8% market share, translating to average monthly sales exceeding 12,340 units across all vehicle segments. The performance was driven largely by locally manufactured models, led by the country’s best-selling vehicle, the Toyota Hilux, which recorded 36,525 unit sales.
“Achieving total sales of 148,124 vehicles – our best annual performance since 2007 – is a significant accomplishment for Toyota South Africa,” said Leon Theron, Senior Vice President of Sales and Marketing at TSAM. “It reflects the strength of our locally produced product line-up, the trust South Africans place in the Toyota brand, and the collective effort of our dealers, employees and supply partners across the value chain.”
Local manufacturing drives success
The company’s Prospecton Plant in KwaZulu-Natal proved instrumental in the record performance, producing three of Toyota’s top-selling models. The Corolla Cross achieved sales of 22,191 units, while the Fortuner contributed 9,049 units. The locally assembled Hiace Taxi further strengthened Toyota’s position in the people-mover segment with 6,815 annual sales.
Toyota maintained its dominance across multiple segments, selling 92,997 passenger vehicles and 51,005 light commercial vehicles. The company also recorded solid performances in commercial categories, with 2,689 medium commercial vehicles and 1,433 heavy commercial vehicles sold.
Economic recovery fuels growth
According to the National Association of Automotive Manufacturers of South Africa (naamsa), the industry’s robust performance was supported by improving economic fundamentals throughout 2025. Lower interest rates, easing inflation – expected to average 3.3% – and increased political stability helped sustain consumer confidence.
Vehicle inflation slowed dramatically to a historic low of 1.5%, while renewed credit availability and the release of pent-up demand contributed to a more competitive market environment. The growing adoption of New Energy Vehicles and higher volumes of competitively priced imports also supported market growth.
Strong December finish
Toyota concluded the year with a particularly strong December performance, recording 12,933 vehicle sales and achieving a 25.6% market share for the month. Passenger car sales were led by the Corolla Cross, followed by the Starlet, Starlet Cross, Urban Cruiser, Vitz and Fortuner models.
The company’s Fleet division delivered year-on-year growth of 13.2% in December, while the Parts division moved close to two million components, including 310,213 parts exported to international markets.
Positive outlook for 2026
Looking ahead, naamsa forecasts continued growth in 2026, supported by projected real GDP growth of between 1.4% and 1.6%, driven by ongoing structural reforms in electricity generation and transport infrastructure. New vehicle sales are expected to improve by 9% to 11% year-on-year.
“We thank our Toyota team and dealer network for their dedication as well as our customers for their belief in our brands,” Theron concluded. “Our goal remains to deliver exceptional value and keep Toyota, Lexus, and Hino the brands of choice in our market.”
The strong performance positions Toyota favuorably as South Africa’s automotive sector prepares for another year of anticipated growth, underpinned by economic recovery and continued consumer confidence.
