Heels & Horsepower Magazine

Toyota Celebrates Sales Leadership in South Africa

By H&H Admin

Toyota South Africa Motors (TSAM) marked 42 years as the best-selling automotive brand in South Africa.

Toyota South Africa Motors (TSAM) marked 42 years as the best-selling automotive brand in South Africa with a remarkable market share of 25.4%.This means that one in every four vehicles sold locally in 2021 was a Toyota product. Out of the industry total of 464 122, an aggregate of 117 659 units were delivered by TSAM.

The last time TSAM registered a market share higher than 25% was in 2003, and it was not necessarily a good year for the industry as total automotive sales were just slightly above 380 000. 

This was followed by a few years where Toyota garnered a market share just above 19%. Worthy of mention however is that for the past five years, Toyota has been punching above a 20% share – an unprecedented run of success by any local automotive brand in recent history.

Hilux retains its title as the country’s best-selling vehicle with a total of 36 085 units sold – most of which were double cabs. Hiace also continued its supremacy as the ‘people mover’ of choice with a total of 15 699 models sold. The two heroes, assisted by other light commercial vehicle (LCV) models such as Land Cruiser pick-up and Dyna, propelled TSAM to its highest LCV market share of 42.2%. 

Toyota’s market share of 19.2% in the passenger segment is the highest in the last 12 years – matching a similar figure in 2018 – and comes in the wake of two stellar performances by the Corolla Cross in November and December. 

Other notable figures were posted by Starlet and Urban Cruiser last year – 12 103 and 8 899 respectively for 2021. Toyota’s truck division Hino posted an impressive market share of 25.1% in the Medium Commercial Vehicle (MCV) segment and registered a 5.5% share in Heavy Commercial Vehicles.

TSAM is also proud that its Parts’ Supply business distributed no less than 16 million items to domestic dealers, while close to 4 million pieces were shipped outside of the country in 2021.

Toyota Sales Breakdown

In December, TSAM continued to power ahead with sales of 9 580 – leading in both Passenger (5 603) and LCV (3 699) segments for the second month in a row.  The December retail represents 26.6% of the total sales of 35 948 units reported by NAAMSA. 

Stand-out performances were recorded by SA’s favourite bakkie Hilux (2 426); the new Corolla Cross (1 752); the affordable Starlet (1 180) as well as the evergreen Hiace (1 024). 

Lexus recorded a total of 51 sales, including 20 ES and 10 RX models. Hino recorded a total of 249 sales. The 300-Series posted 150 units while the 500-Series sold 72 models. 

Toyota Parts Sales

From a parts perspective, 1.2 million pieces were supplied to domestic dealers while a further 305 000 units were shipped across the borders in December.

According Leon Theron, Senior Vice President of Sales and Marketing at TSAM: “The last month of the year is not traditionally successful when it comes vehicles sales. This is mainly due to the limited days of doing business as well as many customers and dealers withholding vehicle registrations in order to record new models in the New Year. However, we are truly grateful for the 26.6% market share recorded last month.”

Theron also paid tribute to Toyota’s employees, dealers and other business partners for their support: “When we established the brand in South Africa in 1961, we focused on establishing a wide dealer network that directly serves customers. We genuinely appreciate all those who have been part of the Toyota journey to date, including dealers, staff as well as all the various brand ambassadors and customers.”

Meet the new Toyota Hilux – Tougher & More Advanced

First launched in 2016, the eighth-generation Hilux debuted with an increased focus on technology, convenience and comfort, while still retaining the traditional Hilux hallmarks of toughness and durability. 

The new model builds on the robust foundation of the eighth-generation architecture and represents a new frontier with even greater dynamic performance, technology, style and features.  

New Grade Strategy : In keeping with a progressive target market and evolving market trends, the model line-up and grade strategy has undergone a revision. The utility-focused S and SR models continue as before, complete with their original front façades. The largest change to the grade strategy takes place in the ‘mid-range’ where the long-serving SRX nomenclature falls away, being replaced by Raider. 

“The SRX model has continuously evolved in line with market requests and in turn advanced into traditional Raider territory. We saw this as an opportunity to rationalise the line-up and offer customers more across the board. SRX and Raider have now effectively merged, creating an opportunity for a flagship grade above Raider – and this is precisely what the new Legend grade will offer,” says Glenn Crompton, Vice-President of Marketing. 

“We’ve also created three distinctive appearance profiles for the respective core grades. S and SR keep their current design traits, Raider continues with its chrome-accented styling and Legend will offer a distinctive new look aimed specifically at the leisure user,” he added. 

The most visible change is found at the front of the vehicle

Exterior Styling: The most visible change is found at the front of the vehicle, with new chiseled, slim-line headlamps flanking an all-new front-grille and bumper design. The new styling now aligns with Toyota’s global truck-design language and gives Hilux a modern yet unmistakably tough appearance. 

Raider:  Raider models feature a large, trapezoidal front grille with broad chrome border and horizontally-separated 3D grille elements. New boomerang-shaped fog lamp bezels and integrated bumper guard round off the design. 2.4 GD-6 models receive an upgrade to four-bulb Halogen headlamps, while 2.8 GD-6 Raider derivatives now boast a Bi-LED configuration with stylised internal-light-guides and LED turn-signal lamps. The side profile remains largely unchanged, with the rear tail lamps also receiving the stylised LED treatment (2.8 models only). A chrome rear-step bumper and chrome door handles create unity with the front design.

Befitting the increased urban and leisure use, Raider and Legend models boast an all-new 8-inch infotainment system with Apple CarPlay and Android Auto functionality

Legend:  The Legend name now signifies a new flagship grade built on the brand equity of the previous celebratory models, to introduce a Hilux like never before. The trapezoidal grille (outlined in black) integrates with the front bumper, bonnet protector and unique integrated skidplate – to create an imposing front façade. Further differentiation is achieved with dark-plated headlamp inserts and a centred chrome inlay, which suspends the Toyota insignia.   A graphite rear bumper and Legend-specific tailgate garnish complete the package. The overall result is a rugged, yet advanced look.   

Legend ‘RS’:  An optional ‘RS’ accessory package (referring to Roller Shutter) will be offered on Legend-grade models which amplifies both utility and aesthetics, offering a motorised roller shutter, graphite-coloured sportsbar, rubberised bedliner, assisted tailgate with central-locking function and dust-defence kit. 

All Hilux models are also equipped with the Toyota Connect telematics system which includes an in-car Wi-Fi hotspot and complimentary 15Gb data

Interior Upgrades

Raider:  A new instrument cluster design welcomes the driver and features an 8-inch infotainment system which incorporates a floating screen-design while retaining rotary adjustment knobs for ease of use. It is framed by a metallic border – reminiscent of high-end electronics. 

Legend:  Legend variants receive bespoke interior treatment befitting their flagship status. A unique accent treatment is applied to the instrument cluster, interior trim panels, switchgear and gear lever. Cool, blue door illumination provides a sophisticated ambience and complements the perforated leather upholstery and black roof lining. 

Exterior Colours:  A total of nine exterior colours are on offer, including the newly-added Oxide Bronze (replacing Avant-Garde Bronze) and a first for Hilux, Pearl White. Attitude Black is exclusively available on 2.8 GD-6 4×4 Legend models.    

More Power & Performance:  The enhancements are not limited to aesthetics however, as the output of the 2.8 GD-6 engine has been boosted by 20kW to 150kW, with an additional 50Nm on offer, bringing the figure to 500Nm (in auto transmission guise). 

New-Generation Infotainment:  Befitting the increased urban and leisure use, Raider and Legend models boast an all-new 8-inch infotainment system with Apple CarPlay and Android Auto functionality. This allows users to mirror applications off their mobile phone – for seamless connectivity. Navigation applications such as Google Maps and Waze are natively included and occupants can also access their music libraries and streaming accounts via apps like Apple Music, JOOX, Spotify and SoundCloud. Wireless telephony is supported via Bluetooth with a USB input for additional media options. 

All Hilux models come with a 3-year/100 000 km warranty

Safety & Security:  For the first time on Hilux, the Toyota Safety Sense (TSS) safety system forms part of the standard inventory on Legend 4×4 models. TSS integrates a Pre-collision system, Lane Departure Alert and Adaptive Cruise Control – to offer drivers additional peace of mind. TSS joins the existing array of airbags, ISOFIX, seatbelt pre-tensioners and the full suite of active safety aids (ABS, EBD, Brake Assist, VSC, Trailer Sway Control, Traction Control). As before, 4×4 models also include Downhill Assist Control (DAC). 

A comprehensive anti-theft system, speed-dependent auto-door lock function and remote or keyless locking functionality is included. 

Toyota Connect:  All Hilux models are also equipped with the Toyota Connect telematics system which includes an in-car Wi-Fi hotspot and complimentary 15Gb data. Once linked to their profile, customers can manage their vehicle via the MyToyota App. This intuitive app allows on-demand service bookings, vehicle information and history, tracking data as well as Toyota Connect data recharge services and much more – latterly even including the ability to renew your vehicle license online.

Warranty and Maintenance:  All Hilux models come with a 3-year/100 000 km warranty. A 9-services/90 000 km service plan is standard on all models. Customers can also purchase extended service plans and warranty packages via their Toyota dealer.  

Model Line-up and Pricing

S2.7 VVTI RB S 5MTR 386,700
2.0 VVTi S 5MTR 291,100
2.0 VVTi S A/C 5MTR 299,800
2.4 GD S 5MTR 328,400
2.4 GD S A/C 5MTR 337,200
SR2.4 GD-6 RB SR 6MTR 414,500
2.4 GD-6 4X4 SR 6MTR 482,000
2.4 GD-6 RB RAIDER 6ATR 466,100
2.4 GD-6 4X4 RAIDER 6MTR 520,700
2.4 GD-6 4X4 RAIDER 6ATR 540,900
2.8 GD-6 RB RAIDER 6ATR 532,300
2.8 GD-6 4X4 RAIDER 6ATR 602,400
2.4 GD 6 RB RAIDER 6ATR 478,200
2.8 GD-6 RB LEGEND 6ATR 574,900
2.8 GD-6 4×4 LEGEND 6MTR 622,000
2.8 GD-6 4×4 LEGEND 6ATR 647,300
S2.7 VVTi RB S 5MTR 440,400
SR2.4 GD-6 RB SR 6MTR 476,900
2.4 GD-6 4X4 SR 6MTR 549,200
2.4 GD-6 RB RAIDER 6ATR 521,200
2.4 GD-6 4X4 RAIDER 6MTR 583,700
2.4 GD-6 4X4 RAIDER 6ATR 609,500
2.8 GD-6 RB RAIDER 6ATR 631,900
2.8 GD-6 4X4 RAIDER 6ATR706,400
2.8 GD-6 RB  LEGEND 6ATR 696,200
2.8 GD-6 4X4  LEGEND 6MTR 733,500
2.8 GD-6 4X4 LEGEND  6ATR 765,600
4.0 V6 4X4 LEGEND  6ATR 765,200