Toyota South Africa Motors (TSAM) marked the turn of the decade with 40 years of consecutive local market leadership. During this period, Toyota has won two Car of the Year awards, changed its insignia and introduced Lexus as its luxury brand – among other key milestones.
2019 Toyota Total: 130 072
2019 Toyota Passenger: 63 700
2019 Toyota LCV: 62 724
2019 Hilux Total: 40 934
Senior Vice President of Sales and Marketing Leon Theron says: “We owe our 40 years of sales success to our loyal customers, our hard-working dealers as well as our ability to read the changing market needs. This is evidenced in the success enjoyed by the Corolla, which would eventually become SA’s best-selling passenger of all times, while the Hiace is – without a doubt – the people mover of choice. Shifts in local vehicle trends have also catapulted the Hilux from being just a workhorse of choice to becoming the popular lifestyle vehicle, thanks largely to the prolific double-cab variants.”
In addition to celebrating four decades of market leadership, TSAM is also pleased to have ended 2019 with a 24.2% market share. Toyota recorded a total of 130 072 units in 2019, with 63 700 being Passenger and 62 724 being Light Commercial Vehicles (LCV). It was once again the Hilux that topped model sales with a total of 40 934 units. The Hilux was also top seller for the month of December with 3 080 units.
Commenting on overall 2019 industry sales, the National Association of Automobile Manufacturers of South Africa (NAAMSA) noted that new vehicle sales had declined by 15 601 units, or 2.8%, from 552 227 units in 2018 to 536 626 units in 2019. NAAMSA says the 2019 sales were affected by the subdued macro-economic environment, pressure on consumers’ disposable income as well as fragile business and consumer confidence.
In the month of December, out of the total 41 698 vehicles sold, an estimated 35 164 units or 84.3% represented dealer sales, while the remaining 9.3%, 3.8% and 2.6% represented rental, government as well corporate fleets – respectively.
Despite December being a traditionally tough month, Toyota registered a total of 10 936 (26.2% market share) sales – including 4 626 LCVs, 5 963 passenger vehicles and 251 Hino trucks. In the passenger segment, popular SUVs Fortuner and RAV4 sold 974 and 496 apiece, while the evergreen Corolla Quest (963) and Etios (1 433) both had a laudable showing. On the truck front, the Hino 300-Series recorded 24.6% (152) share of the Medium Commercial Vehicle segment while the Hino 500-Series ended the month with 13.5% (57) share of the Heavy Commercial Vehicle segment.
“We are truly grateful for the 26.2% market share recorded last month. We are grateful to the entire TSAM team and dealers across the country for their continued efforts towards making Toyota a market leader, but we cannot be complacent because there is always room for improvement. Our mandate is to create customer smiles and to continue making Toyota, Lexus and Hino brands of choice for our market,” concludes Theron.