2025 proved to be a landmark year for South Africa’s automotive industry, delivering its strongest performance in a decade. At the forefront of this momentum, Toyota South Africa Motors (TSAM) solidified its position as the country’s market leader, achieving record sales across passenger and light commercial vehicle segments.
A Year of Record-Breaking Sales
The South African new vehicle market reached approximately 596 818 units in 2025, marking the highest level since 2015. Within this thriving environment, Toyota recorded total sales of 148 124 vehicles, its best annual performance since 2007, and captured a commanding 24.8% overall market share. This translated to an average of more than 12 340 units sold per month, highlighting the brand’s enduring appeal and the strength of its locally produced line-up.
The Toyota Hilux continued to dominate as South Africa’s best-selling vehicle, with 36 525 units sold. Other models manufactured at Toyota’s Prospecton Plant in KwaZulu-Natal also delivered impressive results, including the Corolla Cross (22 191 units) and the Fortuner (9 049 units). The locally assembled Hiace Taxi reinforced Toyota’s leadership in the people-mover segment, recording 6 815 sales for the year.
Across both passenger and light commercial vehicle categories, Toyota maintained a clear lead, with 92 997 passenger vehicles and 51 005 light commercial vehicles sold. The company also delivered solid performances in the commercial vehicle segments, with 2 689 medium and 1 433 heavy commercial vehicles, demonstrating Toyota’s comprehensive mobility offering for private customers, fleet operators, and industrial sectors alike.
Industry Confidence and Market Drivers
According to the National Association of Automotive Manufacturers of South Africa (naamsa), the industry’s robust performance in 2025 was underpinned by improved economic fundamentals. Lower interest rates, easing inflation expected at 3.3%, and increased political stability bolstered consumer confidence, while vehicle inflation slowed to a historic low of 1.5%. Additional factors such as renewed credit availability, the release of pent-up demand, rising adoption of New Energy Vehicles, and increased volumes of competitively priced imports contributed to a dynamic, competitive market landscape.
Looking ahead, naamsa projects further growth in 2026, supported by expected real GDP growth of 1.4–1.6% and ongoing structural reforms in electricity generation and transport infrastructure. New vehicle sales are forecast to rise 9–11% year-on-year.
A Strong Finish to the Year
December closed the year on a high for Toyota, consolidating its leadership with a 25.6% market share and total vehicle sales of 12 933 units. Passenger vehicles accounted for 8 683 of these, with light commercial vehicles at 4 000 units and medium to heavy commercial vehicles at 250 units. The Fleet division saw 13.2% year-on-year growth in December, while the Parts division moved close to two million components, including over 310 000 exported internationally. Vehicle exports for the month reached 8 063 units.
December’s passenger car sales were led by the Corolla Cross, followed by the Starlet, Starlet Cross, Urban Cruiser, Vitz, and Fortuner. The Land Cruiser Prado rebounded strongly, and Lexus models including the LX, NX, and GX performed notably in the luxury segment. In the light commercial vehicle category, the Hilux maintained its status as the undisputed leader, supported by strong performances from the Land Cruiser 79 Pick Up, Hiace, Quantum, and Coaster.
Looking Forward
Reflecting on Toyota’s 2025 achievements, Leon Theron, Senior Vice President of Sales and Marketing at Toyota South Africa Motors, described the year as a defining milestone for the company.
“Achieving total sales of 148 124 vehicles – our best annual performance since 2007 – 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,” said Theron. “Our goal remains to deliver exceptional value and keep Toyota, Lexus, and Hino the brands of choice in our market.”
As the South African automotive industry gears up for further growth in 2026, Toyota’s performance underlines its unwavering leadership and commitment to delivering mobility solutions that meet the evolving needs of the market.
