Toyota South Africa Motors (TSAM) has once again demonstrated its market dominance, recording 14 146 new vehicle sales in September and securing a commanding 26% share of the national market. This marks Toyota’s best monthly performance since March 2022 — a testament to the brand’s enduring appeal, dealer strength, and customer trust.
According to figures released by the Automotive Business Council (naamsa), September 2025 was also the South African motor industry’s strongest month in nearly a decade, with total industry sales reaching 54 700 units — the highest since September 2015. The result reflects a 24.3% year-on-year increase, underscoring resilient consumer demand amid a climate of modest economic growth, tight monetary policy, and growing competition from global brands.
A Strong Showing Across All Segments
Toyota’s leadership extended across every major segment, from passenger cars to light and medium commercial vehicles. The brand’s ever-reliable Hilux remained South Africa’s best-selling vehicle overall, with 3 639 units finding new homes in September.
In the passenger car segment, Toyota’s breadth of offering continued to shine. The Corolla Cross (1 891), Starlet (1 626), Vitz (1 446), and Urban Cruiser (1 191) all contributed to the brand’s robust 8 915 passenger sales. The SUV lineup added further momentum, with Fortuner (842) leading the charge, supported by the Land Cruiser Prado (276), Land Cruiser 300 (134), and Land Cruiser 76 Station Wagon (32).
The light commercial vehicle (LCV) portfolio recorded 4 779 units, reaffirming Toyota’s dominance in this crucial segment, while medium commercial vehicle (MCV) sales reached 278 units.
Hino, Toyota’s trusted name in commercial trucking, also played its part with 229 units, and in the luxury sphere, Lexus added 86 sales, led by the GX (26), RX (24), and NX (16).
Fleet and Parts Operations Reach New Milestones
September was not only a retail success but also a significant month for Toyota’s fleet business. TSAM achieved its strongest fleet sales month of 2025, delivering 4 233 vehicles to business customers — a remarkable 34% increase year-on-year.
Behind the scenes, Toyota’s vast Parts Warehouse network supplied nearly two million parts locally and exported an additional 400 000 units, reinforcing its commitment to aftersales excellence and operational reliability.
Meanwhile, KINTO South Africa, Toyota’s flexible mobility solutions arm, reached an important milestone — surpassing 5 500 vehicles in operation. For a division that has been in existence for less than five years, this achievement underscores Toyota’s forward-thinking approach to evolving mobility needs.
Commitment and Gratitude
Reflecting on the brand’s exceptional performance, Leon Theron, Senior Vice President of Sales and Marketing at TSAM, praised the collective effort behind the results:
“September sales have once again highlighted just how remarkable the Toyota, Hino and Lexus brands are. We are sincerely grateful to our dealers, sales teams, our Durban manufacturing plant, and all the Toyota, Hino, Lexus and KINTO ambassadors for their outstanding contribution.”
He added:
“The local automotive market is more competitive than ever, with customers spoilt for choice. We are proud that, despite the many options available, so many South Africans continue to place their trust in Toyota, Lexus and Hino as their brands of choice.”
Driving Forward with Confidence
While the strong September results serve as a major milestone, Toyota remains mindful of the challenges still shaping the market — from economic headwinds to evolving customer expectations. Yet, these challenges continue to reinforce TSAM’s purpose: to deliver vehicles, services and experiences that truly move South Africans.
With innovation, reliability and emotional connection at its core, Toyota’s drive to deliver excellence remains unwavering — proving once again why it continues to lead the road ahead.
