2024 may have been a year marked by challenges for the automotive industry, with overall vehicle sales dropping by 3% to 515,712 units according to NAAMSA’s year-end report. Despite this setback, Toyota South Africa has once again demonstrated unparalleled resilience, maintaining its position as the leader across all key vehicle categories.
With a total of 128,663 units sold, Toyota claimed a dominant 24.9% share of the market, a remarkable achievement in a year that proved particularly tough for many manufacturers. To cap off an exceptional year, Toyota also emerged as the top performer in passenger, light commercial (LCV), medium commercial (MCV), and heavy vehicle sales—a feat that underscores its deep-rooted strength and unwavering commitment to the South African market.
A Record-Breaking Performance in Passenger Vehicles
In the passenger vehicle segment, Toyota solidified its position with a 24% market share, its highest year-to-date. The brand’s success in this category was driven by strong performances from its most popular models. The Corolla Cross led the charge, with an impressive 1,526 units sold, cementing its place as South Africa’s bestselling SUV. This was followed by the ever-reliable Fortuner, which achieved a record 1,343 units for the year. The Starlet also played a significant role, with 1,259 units sold, further reinforcing Toyota’s dominance.
Other models that contributed to the overall success included the Starlet Cross (759 units), the Urban Cruiser (586 units), and the Vitz (473 units). Toyota’s new Prado continued its strong retail momentum, with 201 sales, while the flagship Land Cruiser 300 contributed 184 units to the tally. In the premium segment, the Lexus NX found 40 new owners in December alone, further reflecting Toyota’s broad appeal across various market segments.
Unyielding Leadership in Light Commercial Vehicles (LCVs)
Toyota’s LCV segment saw a record-breaking 42.3% market share in December, with 2,926 units sold for the month. This market dominance is anchored by the Hilux, which continues to reign as the bestselling vehicle across all categories for over 50 years. The Hilux not only secured its place as the top-selling vehicle, but its sales growth also contributed significantly to Toyota’s overall success.
The Hiace, with 449 units sold, and the Land Cruiser Pick-Up, which achieved 352 sales, further bolstered Toyota’s commanding share of the LCV market. These results highlight Toyota’s ability to deliver vehicles that meet the diverse needs of South African businesses, from urban logistics to rural operations.
Toyota’s Unshakable Position in the Commercial Market
Toyota’s supremacy extends to the MCV and Heavy categories, with the Hino 300 Series taking pole position in MCV sales with 154 units sold. The Coaster (53 units) and Quantum (29 units) also made valuable contributions, totaling 236 MCV units sold. In the heavy commercial space, the Hino 500 Series achieved 110 sales in December, reinforcing Toyota’s leadership in the commercial vehicle sector.
A Tribute to the Toyota Team and Loyal Customers
Reflecting on Toyota’s 2024 performance, Leon Theron, Senior Vice President of Sales & Marketing for Toyota South Africa, shared his pride in the brand’s achievements, despite the tough economic climate. “To end off the year on such a retail high with top sales in all the main categories bodes well for the new year,” said Theron. “I’m also pleased with the numbers from a volume point of view, with 11,422 units shifted—a sales increase of 222 units over the preceding year.”
Theron took the opportunity to thank Toyota’s dedicated team, from sales and marketing to aftersales, dealer staff, and suppliers. He also expressed his deep appreciation for Toyota’s loyal customers. “To stay at number one for 45 years is no mean feat. All credit goes to the incredibly talented Toyota crew, and of course, we couldn’t have done it without the loyal patronage of our customers. To all of you, I say thank you,” Theron concluded.
Looking Ahead to 2025 and Beyond
While the challenges of 2024 have been clear, Toyota South Africa remains optimistic about the future. With a promising market share, record-breaking sales, and a continued commitment to excellence, the brand is well-positioned for a strong 2025. As economic conditions improve, Toyota is poised to bounce back to pre-pandemic sales levels, building on its remarkable legacy of leadership and innovation in the South African automotive landscape.
As Toyota enters its 46th year of retail leadership, it does so with confidence, knowing that its loyal customer base, innovative vehicles, and dedicated team will continue to drive its success into the future.
