Toyota and its luxury arm Lexus amassed an impressive score of 88.3%, convincingly walking away with the #CarsAwards Brand of the Year trophy. Unlike product categories, which are decided by a combination of judges’ scores and consumer data, the #CarsAwards ‘Brand of the Year’ accolade is determined entirely by market data and the findings of the survey – including, but not limited to, the brands’ respective sales and after-sales service ratings.
“The Brand of the Year trophy is the ultimate accolade in the local automotive industry and represents validation from the people who matter most: car owners. By providing consistently superior after-sales support through the most extensive dealer network in the country, Toyota/Lexus have put South African consumers first and – based on the feedback by thousands of vehicle owners – they evidently appreciate that,” says Cars.co.za
Other winners in the Toyota stable included the Corolla Cross 1.8 XR in the Compact Family Car category as well as the Toyota GR Yaris in the Performance Car group. It is worth noting that the chart-topping Corolla Cross is built locally at Toyota’s Prospecton Manufacturing Plant in Durban, while the GR Yaris has already become something of an icon in sports car circles.
Arguably one of South Africa’s premier automotive awards programmes, finalists at #CarsAwards are judged against their peers in distinct categories, of which each has its requirements. Also noteworthy is the fact that 50% of the final scores are based on brand-specific data incorporating direct feedback from South African car owners.
Toyota’s latest results have bolstered the Japanese brand’s position as the most successful marque in Cars.co.za Consumer Awards. Toyota has previously won the programme’s inaugural Brand of the Year title in 2015/16, 2018/19 and 2020/21.
“We would like to extend our heartfelt gratitude to the South African market for their continued support and appreciation of the Toyota and Lexus brands. Without their continued support and trust in us, we would not be here. Finally, to our entire complement of staff and dealer network, thank you for your hard work and this bears testament that your efforts truly matter to our customers,” says Senior Vice President of Sales and Marketing at Toyota South Africa Motors, Leon Theron.
The awards, which are endorsed by the National Association of Automobile Manufacturers of South Africa (Naamsa), were established in 2015 to be South Africa’s definitive automotive awards programme and play a pivotal role in the company’s mission to help consumers make the best-informed purchasing decisions.
