Johannesburg – Toyota South Africa Motors (TSAM) is celebrating a prestigious accolade after the new-generation Toyota Land Cruiser Prado claimed top honours in the Adventure Utility category at the 2025 South African Car of the Year (COTY) awards.
Hosted annually by the South African Guild of Mobility Journalists, the COTY awards are widely regarded as the benchmark for automotive excellence in the country. The Adventure Utility category recognises vehicles that combine innovation, off-road capability, refined design, and rugged practicality — a demanding brief that the latest Prado not only met but exceeded.
Praised by the judges for its retro-themed exterior, enhanced ride comfort, and formidable off-road credentials, the Prado impressed with what the jury described as “effortless off-road ability and stout powertrain.” These attributes, coupled with a robust yet premium interior, helped the iconic SUV secure the title in a fiercely competitive segment.
Since its local debut in 2024, the new Land Cruiser Prado has resonated strongly with South African consumers. With over 3,500 units sold to date, the model has maintained a commanding 40% share of its segment — a testament to its broad appeal and trusted legacy. Under the bonnet, the Prado features a 2.8-litre turbodiesel engine delivering 150kW of power and is paired with an eight-speed Direct Shift automatic transmission. Its towing capacity of up to 3,500kg underlines its rugged practicality, while flexible five- or seven-seat configurations ensure versatile everyday usability.
The Prado also introduces a suite of modern technologies designed to elevate both on-road comfort and off-road performance, all while retaining the durability that has defined the Land Cruiser badge for generations.
Tasneem Lorgat, General Manager of Marketing Communications at TSAM, reflected on the win:
“At Toyota, our values guide the products we manufacture and put out in the market. The Prado clinching the award for best Adventure Utility is a testament to one of our values of continuous improvement. Maintaining its unwavering rugged capabilities, our latest Toyota Land Cruiser Prado has improved driveability, technology and design. The recognition by the South African Guild of Mobility Journalists cements Prado as a solid, quality vehicle that can withstand the toughest conditions. We are happy and excited about this award. A heartfelt gratitude to all involved for the recognition.”
The 2025 award affirms Toyota’s enduring reputation for building vehicles that are as reliable and capable as they are innovative and forward-thinking. For South Africans seeking adventure — whether off the beaten path or in everyday life — the Land Cruiser Prado continues to be a benchmark in utility and excellence.
