Toyota South Africa Motors (TSAM) successfully navigated an increasingly competitive and dynamic market during 2025.
This was highlighted by Leon Theron, Senior Vice President of Sales and Marketing, at Toyota’s annual State of the Motor Industry (SOMI).
Resilience, agility and a refreshed product range took centre stage during the second segment of TSAM’s ninth SOMI event.
Reflecting on Toyota’s 2025 results, Leon said that key contributors to Toyota’s sustained resilience included the introduction of Indian-sourced vehicles, expanded product offerings and more accessible entry points in the passenger segment.
“In 2025, we remained unwavering in our mission of mobility for all. Our resilience is evidenced in our domestic market performance. Despite new entrants and intensified competition, we maintained our market share and grew our volumes. We welcomed competition and we remained resilient,” Leon said.
TSAM closed the year with 148 124 new vehicles sold, securing a 24.8% market share and extending its market leadership to 46 consecutive years.
Lexus also marked a milestone with its highest ever share in the premium market, fuelled by record new energy vehicle (NEV) sales. Achieving 3.5% premium market share, Lexus surpassed its previous record in the premium segment.
Building on the Toyota Five Brand global strategy announced at the 2025 Japan Mobility Show, Leon reaffirmed that the Toyota brand remains at the centre of the strategy, supported globally by Century (which will for the first time be a stand-alone brand) and value-focused Daihatsu.
Locally, the focus will continue to be on the three core brands: Toyota, Lexus and Gazoo Racing (GR), each playing a distinct role in the creation of ever-better cars. Gazoo Racing will now also stand as a separate brand entity, reaffirming Toyota’s commitment to performance.
“Our ability to adapt has kept us relevant. The challenges we have faced have strengthened our competitiveness and we will continue to do so in the years ahead,” he said.
A key theme of the segment was Toyota’s multi-pathway strategy, which acknowledges that no single technology can address all customer or market needs. Instead, Toyota advances a balanced mix of hybrid, plug-in hybrid, battery hybrid, battery electric and hydrogen solutions.
In support of its NEV roadmap, TSAM participates in a range of energy diversification and mobility projects aligned to three core pillars:
Leon announced a new collaboration between Gazoo Racing and SVR, a certified factory for Toyota-approved vehicle modifications. The project is currently in development, with details to be revealed soon.
“Gazoo Racing will continue to elevate Toyota’s performance credentials globally. The establishment of a local GR modification facility is a significant milestone, bringing world-class engineering and customisation to South African motorsport,” Leon said.
The South African automotive industry has gained some breathing space following the latest move by the United States Senate to extend the African Growth and Opportunity Act, or AGOA, to the end of 2028.
Mazda Southern Africa has announced the arrival of all‑new Mazda CX‑5, available for pre‑order during July and August, with first deliveries expected from September. The latest generation introduces updated design, technology, safety and performance, while continuing the CX‑5’s role as one of Mazda’s most important global SUVs.
General Motors (GM) has renewed its joint venture with China's SAIC Motor Corp for another 20 years, enabling the United States (US) automaker to use China as an export hub amid rising competition from Chinese brands in and outside their home market.
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I have bad reflexes. I was once run over by a car being pushed by two guys
Woody Allen
The South African automotive industry has gained some breathing space following the latest move by the United States Senate to extend the African Growth and Opportunity Act, or AGOA, to the end of 2028.
General Motors (GM) has renewed its joint venture with China's SAIC Motor Corp for another 20 years, enabling the United States (US) automaker to use China as an export hub amid rising competition from Chinese brands in and outside their home market.
Young South African motorists are increasingly opting for more affordable and practical vehicles as the cost of living puts pressure on household budgets, while still maintaining comprehensive insurance cover.
