Johannesburg – June 2025 — Toyota South Africa Motors (TSAM) has once again underlined its resilience and market leadership with a commanding 22.8% market share in May, bolstered by a total of 10 330 new vehicle sales. This marks the fifth consecutive month the brand has held its ground at the top of the South African automotive sales charts.
TSAM’s strong performance aligns with the broader market’s continued momentum, as reported by naamsa | The Automotive Business Council. According to the industry body, total new vehicle sales reached 45 308 units in May, reflecting healthy year-on-year growth across all key segments — including a 30% surge in passenger cars, a 5.8% increase in light commercial vehicles (LCVs), and a 22.7% climb in the medium and heavy commercial vehicle (MCV/HCV) categories.
Despite prevailing economic headwinds, including cautious consumer spending and fluctuating market sentiment, TSAM’s consistency underscores its strategic agility and the strength of its nationwide dealer network, which accounted for a large portion of the month’s 88.4% dealer-channel sales nationally.
“The sales performance for May reflects why Toyota South Africa Motors has been market leader for the past 45 years,” remarked Leon Theron, Senior Vice President for Sales and Marketing at TSAM. “Maintaining this status quo requires discipline, hard work, tenacity and resilience – tenets which our employees, the dealer network and the entire Toyota value chain continue to embody.”
Segment Leadership and Product Highlights
Toyota’s leadership spanned across key market segments – Passenger Cars, Light Commercial Vehicles, and Medium Commercial Vehicles – continuing its dominance as a multi-category top performer.
In the passenger car category, TSAM saw impressive numbers, with the Corolla Cross leading the charge at 1 629 units, followed by the Starlet (1 039 units) and the recently introduced Starlet Cross (694 units). The ever-popular Toyota Fortuner held its ground with 679 units moved in May, while the Toyota Vitz showed renewed momentum with 624 units sold — a notable 30% increase month-on-month.
On the luxury front, Lexus continued its steady performance with 109 units, led by the Lexus GX, which accounted for 46 of these sales. The growing demand for premium, off-road-capable SUVs reflects shifting buyer preferences in South Africa’s upper market tiers.
Once again, the Toyota Hilux reigned supreme, securing its place as South Africa’s best-selling new vehicle and bakkie with 2 548 units — translating to a dominant 24.6% market share in the LCV segment.
In the commercial sector, Hino trucks also posted solid results. Combined sales of the Hino 500 and 700 series reached 115 units, a testament to Toyota’s trusted reputation among commercial fleet operators.
Fleet and Export Strength Bolster Broader Performance
Fleet performance emerged as another key pillar in Toyota’s May success story. TSAM reported a strong 8.5% year-on-year increase in fleet sales volume, totalling 3 464 units. Notably, the Toyota Rumion proved a fleet favourite, with its seven-seat practicality driving a 74% increase in business customer uptake compared to May 2024.
“Toyota South Africa remains focused on delivering quality, reliable fleet vehicles that add value across industries, utilising our extensive customer-centric dealer network,” Theron added.
Meanwhile, export figures remained robust, with 5 566 vehicles shipped to international markets. The parts division also recorded a stellar month, distributing over two million parts locally and exporting an additional 359 379 pieces — a reflection of Toyota’s enduring strength in the aftersales and logistics space.
Outlook
Toyota’s sustained performance in May reinforces its status as the most trusted and sought-after brand in the South African market. As interest rate cuts by the South African Reserve Bank begin to take effect, the outlook for the second half of 2025 appears increasingly promising.
For Toyota, the consistent top-tier performance across consumer, commercial, and fleet segments — coupled with strong export and parts operations — points to a well-rounded, resilient business strategy capable of weathering macroeconomic challenges while remaining firmly in the lead.
