The South African new-vehicle market stepped into 2026 with a sense of renewed momentum, and Toyota South Africa Motors wasted no time in turning that optimism into measurable leadership. January’s industry figures confirmed a market on firmer footing, with total domestic sales reaching 50 073 units, a year-on-year improvement of 7.5%, while exports edged up by 0.6% to 24 568 units. Against this backdrop of steady recovery and cautious consumer confidence, Toyota’s performance stood out not merely as strong, but as defining.
A commanding start to the year
Toyota South Africa Motors closed January with 11 786 units sold, translating into a market-leading share of 23.5%. In a competitive environment where gains are hard-earned, this result reinforced Toyota’s long-standing position at the forefront of the local automotive landscape.
Leon Theron, Senior Vice President of Sales and Marketing at TSAM, described the result as both reassuring and forward-looking. He noted that the January performance reflects improving consumer sentiment, but also speaks to the breadth and relevance of Toyota’s product line-up across multiple segments. It is a combination that has consistently allowed the brand to respond to shifting market needs, whether from private buyers, businesses, or fleet operators.
Passenger vehicles drive consistent volume
Toyota maintained its leadership in the passenger vehicle segment, securing a 21.1% market share on the back of 7 841 units sold. The strength of this performance was not concentrated in a single nameplate, but spread across a range of models that continue to resonate with South African buyers.
The Vitz led the charge with 1 514 units, followed closely by the Starlet at 1 372 units. The growing appeal of crossovers was evident in the Starlet Cross, which recorded 1 119 sales, while the Rumion added a further 1 049 units. Together, these models featured prominently on the national sales leaderboard, underlining Toyota’s ability to cover the spectrum from entry-level mobility to family-focused versatility.
Lexus delivers steady luxury performance
In the luxury segment, Lexus posted a measured but stable performance, led by its flagship SUVs. The LX recorded 31 units, while the GX followed with 40 units sold, reflecting continued demand for premium, full-size SUVs in a market that values capability and refinement in equal measure. The remainder of the Lexus range contributed an additional 27 units, supporting the brand’s steady presence in the premium space.
Fleet and business demand gains momentum
Fleet sales emerged as a notable growth area in January, with business customers accounting for 42.5% of Toyota’s dealer sales. More than 2 000 businesses selected Toyota vehicles during the month, highlighting the brand’s entrenched position as a trusted mobility partner for corporate and fleet operators.
This strong uptake reflects more than pricing competitiveness. It points to long-term confidence in Toyota’s reliability, aftersales support and total cost of ownership, factors that remain critical for businesses managing large or diverse vehicle fleets.
Hilux anchors LCV dominance
The light commercial vehicle segment once again proved to be a pillar of Toyota’s market leadership. With 2 475 units sold, the Hilux retained its position as South Africa’s overall best-selling vehicle, a title it has defended with remarkable consistency. This performance underpinned Toyota’s commanding 33.2% share of the LCV market.
Beyond the Hilux, the Hiace continued to reinforce Toyota’s leadership in the taxi and people-mover space with 557 units sold. The enduring Land Cruiser 79 pick-up added a further 484 units, demonstrating that there remains strong demand for proven, work-focused vehicles in both commercial and specialist applications.
Leadership extends into medium commercial vehicles
Toyota’s influence was equally pronounced in the medium commercial vehicle segment, where it secured a 42.1% market share. This result was supported by solid performances across key models, including the Hino 300 with 84 units sold, alongside the Coaster and Quantum, each contributing 72 units.
These figures highlight Toyota’s ability to serve operators whose requirements extend beyond light commercial duties, offering solutions that balance payload, durability and operational efficiency.
Aftersales strength underpins long-term loyalty
Beyond new-vehicle sales, Toyota’s aftersales operations continued to demonstrate resilience and scale. More than 1.9 million parts were distributed locally during January, ensuring ongoing support for vehicles already on the road. Export volumes reached 333 335 parts, reflecting sustained demand across regional and continental markets and reinforcing South Africa’s role as a key hub within Toyota’s broader African operations.
A leadership position built over decades
Theron concluded that Toyota’s January performance is the result of a collective effort across its dealer network and internal teams spanning sales, aftersales and marketing. Combined with a loyal customer base and a competitive, well-rounded product portfolio, these factors have enabled Toyota to retain its leadership position in the South African market for more than 40 years.
As 2026 unfolds, January’s results suggest that Toyota is not merely maintaining its lead, but actively shaping the pace and direction of the local automotive market.
