South Africa’s new-vehicle market opened 2026 on a positive trajectory, with January sales reaching 50 073 units—a year-on-year increase of 7.5%. Exports also showed modest growth, rising 0.6% to 24 568 units, signaling a steady start for the local automotive industry. Against this backdrop, Toyota South Africa Motors (TSAM) delivered a commanding performance, selling 11 786 vehicles and capturing a market-leading share of 23.5%.
“January’s results are a solid indicator for the months ahead. They reflect both improving consumer confidence and the depth of our product line-up,” said Leon Theron, Senior Vice President of Sales and Marketing at TSAM.
Passenger Vehicles: Strong Demand Across the Board
Toyota maintained its leadership in the passenger vehicle segment with a 21.1% share, selling 7 841 units. The Vitz, Starlet, Starlet Cross, and Rumion were standout performers, recording sales of 1 514, 1 372, 1 119, and 1 049 units respectively, underscoring Toyota’s broad appeal to South African consumers.
In the luxury space, Lexus held steady, led by its flagship SUVs. The LX and GX recorded sales of 31 and 40 units, with the remainder of the Lexus portfolio contributing an additional 27 units.
Fleet sales gained strong momentum, with business customers accounting for 42.5% of Toyota’s dealer sales in January. Over 2 000 businesses chose Toyota vehicles to support their operational mobility, reinforcing the brand’s reputation as a preferred partner for commercial fleets.
Light and Medium Commercial Vehicles: Hilux Leads the Way
Toyota’s dominance in the light commercial vehicle (LCV) segment remained unchallenged. The Hilux extended its position as South Africa’s best-selling vehicle with 2 475 units sold, giving Toyota a commanding 33.2% share of the LCV market. The Hiace reinforced Toyota’s leadership in the taxi segment with 557 units sold, while the Land Cruiser 79 pick-up added 484 units to the tally.
In the medium commercial vehicle (MCV) segment, Toyota led with a 42.1% market share, supported by solid sales of the Hino 300 (84 units), Coaster (72 units), and Quantum (72 units).
Aftersales: Robust Performance Supports Growth
Toyota’s aftersales operations also showed strength, distributing over 1.9 million parts locally in January. Export demand remained high, with 333 335 parts shipped across the continent, reflecting sustained confidence in Toyota’s service and support network.
“Our strong start to 2026 is the result of the collective efforts of our dealer network, as well as our Sales, Aftersales, and Marketing teams. Coupled with a loyal customer base and a competitive product portfolio, Toyota has maintained its leadership position in the South African market for over four decades,” concluded Theron.
With momentum building across passenger, luxury, and commercial segments, Toyota is well-positioned to continue its market leadership throughout 2026, delivering choice, reliability, and value to South African motorists.
