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.”
Toyota South Africa Motors (TSAM) hosted the President of the Republic of South Africa Cyril Ramaphosa at its manufacturing plant in Durban on Tuesday. The President – accompanied by a delegation of public officials, including the Minister of Trade, Industry and Competition Ebrahim Patel had joined Toyota in celebrating the opening of the Corolla Cross production line in Prospecton, KwaZulu-Natal.
TSAM’s newest production line further reaffirms the company’s investment commitment to the South African economy and the local automotive sector. Established some 60 years ago, Toyota in South Africa has grown significantly over the years and now manufactures Hilux, Fortuner, Corolla Quest and Hi-ace at its Prospecton Plant, while selected Hino and Dyna models are produced as SKD or semi-knocked-down assemblies.
In his remarks, President and CEO of TSAM Andrew Kirby noted: “If you tally up the investments we’ve made in this plant spanning the last five years – of which Corolla Cross accounts for R2.6 billion, we arrive at a cumulative figure of over R6.5 billion. So, we are therefore committed to further developing and strengthening our business in South Africa and making a difference in the country, our communities, our suppliers, dealers, customers and of course in own employee’s lives.”
The introduction of the Corolla Cross model has generated a total of 575 new jobs at the TSAM plant while over 1200 direct jobs were created in the component supply base. Another significant focus during the project was to maximise the local content for this model.
This resulted in the localisation of 621 parts with 56 local suppliers – 16 of which are Black-owned. TSAM has also onboarded five new Tier-1 suppliers (all Black-owned) and 12 new Tier-2/3 suppliers. The economic contribution with TSAM’s local suppliers for this project is over R1.4 billion per annum.
To mark the official opening of this significant event for TSAM, President Ramaphosa had initially officiated a ribbon-cutting ceremony – flanked by Andrew Kirby; Imai-san; Nigel Ward; Minister Patel and other regional public officials – before addressing a number of dignitaries and other stakeholders in the automotive industry in the company’s auditorium.
According to Ramaphosa: “I had called upon Japanese carmakers to strengthen their investment in South Africa. A few months later at the second South Africa Investment Conference, Mr Andrew Kirby came up to stage to announce Toyota’s new investment (R2,6 billion)… I am particularly pleased to see that the announcement that was made has led to the creation of so many jobs – a total of 1 775 jobs made through the announcement of the investment [of the Corolla Cross production].”
The new Corolla Cross is based on the acclaimed Toyota New Global Architecture platform, or simply the TNGA platform. As of August 2021, 32 Toyota and Lexus models are using this platform and now account for approximately 70% of global Toyota sales. From a regional marketing perspective, the Corolla Cross is produced in both right- and left-hand drive variants and is also the first model to be produced en masse on the continent. It will be exported to more than 40 countries in Africa.
Toyota South Africa Motors (TSAM) is proud to have won three categories in the 2021 South African Guild of Mobility Journalists (SAGMJ) Car of the Year competition.
In the Budget classification, Starlet came out tops, with the legendary Land Cruiser Prado scoring the number-one spot in the Adventure SUV category while SA’s favourite bakkie – Hilux – won Double Cab of the year. The latter also claimed second place overall, beating 21 other finalists across the nine categories.
The competition was open to vehicles that were launched in South Africa between November 2019 and April 2021. Due to COVID-19 related restrictions, it was also the first time that the scoring was done completely electronically (there were no official test days in which all the finalists could be evaluated at the same facility by the jurors). The scoring was based on the jurors’ experiences testing the vehicles throughout the year.
The fact that we have won three categories with vastly different models is testament to our diverse offering.
– Leon Theron, Senior Vice President of Sales and Marketing at TSAM
According to Toyota South Africa, it’s category winners – Prado, Starlet and Hilux – have been performing remarkably well on the local sales charts. The Prado has been averaging around 90 units a month while the Starlet and Hilux have cumulatively sold more than 6 000 and 25 000 units respectively since the beginning of the year.
“We are truly grateful for the recognition received from the local media. The fact that we have won three categories with vastly different models is testament to our diverse offering – providing our customers with as many options as possible,” said Leon Theron, Senior Vice President of Sales and Marketing at TSAM.
As the country observed the first-year anniversary since lockdown commenced, new vehicle sales provided reason for the industry to celebrate.
Twelve months ago, the country reeled to news of the pending lockdown as showrooms prepared to close their doors, consumers headed home, and vehicles were only let out for essential services. In March 2020, the new vehicle market plummeted 29.7% compared to March 2019 to record just 33,545 sales. The grip on the South African motor industry had tightened quickly.
One year later, the resilient industry is fighting a hard recovery. But March 2021 sales put one of their best feet forward.
According to naamsa, the Automotive Business Council, March sales recorded 44,217 new vehicle sales. Compared to March last year, this represents a 31.8% increase in sales year-on-year, although the downtrodden March 2020 performance should be critically considered.
With interest rates remaining stable at their low levels, a constantly – albeit slowly – improving supply of imported vehicles, and a slightly healthier economy operating within eased levels of restrictions, we expect the market to continue recovering well.
– Lebogang Gaoaketse, Head of Marketing and Communication at WesBank Vehicle and Asset Finance
“Reassuringly, March sales show a 18.4% increase over February this year, a number more indicative of the real strength of the market,” says Lebogang Gaoaketse, Head of Marketing and Communication at WesBank Vehicle and Asset Finance. “With many of the brands indicating difficulty securing sufficient stock to meet demand, the new vehicle market seems to be well on its way to recovery.”
Passenger car sales were up 23.4% to 27,330 units year-on-year and 13.2% up on February 2021. With some renewed activity in the rental market, the consumer demand was noticeable with dealer sales in the segment up 24.2%.
Light Commercial Vehicles (LCVs) delivered a staggering 52.4% improvement over March last year to sell 14,375 units. This performance means the LCV segment is up 13.2% year-to-date and hopefully represents a surge in business confidence. The majority of activity in the segment remained on the showroom floor with dealers selling 61.1% more bakkies than they did a year ago.
“With interest rates remaining stable at their low levels, a constantly – albeit slowly – improving supply of imported vehicles, and a slightly healthier economy operating within eased levels of restrictions, we expect the market to continue recovering well,” says Gaoaketse. “While we have seen a significant increase in the average deal size financed by WesBank, we don’t expect new vehicle prices to increase dramatically. This will also provide added stimulus to the market and is a positive sign of consumer sentiment and ability to participate in the new vehicle market.”
The strong March performance made an encouraging impact on year-to-date sales. First quarter sales are just 0.9% down on the same period last year with 116,225 sales recorded during the first three months.
Toyota South Africa Motors (TSAM) has become the first local automotive manufacturer to win Cars.co.za’s prestigious Brand of the Year for a record third time.
Toyota South Africa Motors (TSAM) has become the first local automotive manufacturer to win Cars.co.za’s prestigious Brand of the Year for a record third time. TSAM had previously clinched the inaugural Brand of the Year category in 2016, followed by another win in 2019. To crown it all, this year Toyota also walked away with five product category wins for Hilux, Fortuner, RAV4, C-HR and Starlet.
We are delighted to accept the #CarsAwards Brand of the Year trophy as well as the five others for product categories.
– Leon Theron, TSAM, Senior Vice President of Sales and Marketing
Unlike product categories, which are decided by a combination of judges’ scores and consumer data, the #CarsAwards Brand of the Year accolade is determined entirely by market data and the findings of the survey – including, but not limited to, the brands’ respective sales and after-sales service ratings.
Commenting on Toyota’s success TSAM’s Senior Vice President of Sales and Marketing Leon Theron says: “We are delighted to accept the #CarsAwards Brand of the Year trophy as well as the five others for product categories. As a company that is entirely committed to providing best-in-class solutions for our customers, we are truly pleased that the market we are serving is acknowledging our efforts. We therefore extend our gratitude to our customers, without whom, no accolade would be possible.”
Arguably one of South Africa’s most premier automotive awards programmes, the Cars.co.za Consumer Awards (powered by WesBank), have become a highlight on the automotive calendar since the inaugural event in 2016. This year’s event, also marking the sixth instalment, could not be staged live due to the ongoing COVID-19 pandemic. It was however broadcast on DStv’s Motorsport HD Channel 215
In the latter part of 2020 the Toyota Hilux underwent a significant model update, resulting in the SRX grade making way for the revised Raider brand
In the latter part of 2020 the Toyota Hilux underwent a significant model update, bringing with it sharpened exterior styling, specification upgrades, a modernized line-up and new flagship Legend grade. The SRX grade of old (which catered to customers requiring a blend of utility and comfort) has thus needed to make way for the reimagined Raider nameplate.
The ‘new Raider’ offers the perfect blend of style and utility.
Why rebadge the SRX as a Raider?
The simple answer is that as the ‘bakkie’ market has evolved; customers have come to expect more from even utility-biased derivatives. This in turn meant that the mid-tier SRX grade moved closer-and-closer into traditional Raider territory, somewhat blurring the lines between the mid-grade and top-grade models.
With the introduction of the new high-end Legend model, this provided the opportunity to optimize the model-line up and offer customers more across the board. The ‘new Raider’ offers the perfect blend of style and utility.
What has changed between SRX and the new Raider?
Visually the new Raider inherits the latest Hilux ‘face’, featuring sculpted headlamps, a larger trapezoidal grille, integrated bumper guard and boomerang-shaped fog-lamp surrounds. Unique to Raider is the chrome treatment of the front grille frame – creating a signature look for the model.
The 18-inch wheels have been swapped out for graphite-coloured 17” versions – creating a tough yet stylish look. These are shod with 265-65-R17 tyres.
What about the engine line-up?
Previously the SRX models were paired with the 2.4 GD-6 engine delivering 110kw and 400Nm, while the Raider variants were paired exclusively with the 2.8 GD-6 engine. With the merging of the two grades, we now offer both 2.4 and 2.8 GD-6 Raider models.
Raider models also benefit from the upgraded 1GD engine (2.8 GD-6) producing 150kw and 500 Nm in automatic transmission guise. Manual models boast the same 150kw with 420Nm of torque, while the 2.4 GD-6 outputs remain unchanged.
In terms of drivetrain, an Auto Limited Slip Diff (LSD) has also been specified for Raider models, aiding traction in low-grip situations.
Is the new Raider just a de-specced version of the old one then?
Quite the contrary. In recognition of the increased dual-purpose usage the new Raider models have received some notable upgrades – particularly on the safety front. Park Distance Control (PDC) has been added while the Airbag tally has increased with the addition of side and curtain airbags (SRX models previously only had driver and passenger airbags).
A new ‘floating’ infotainment system with 8-inch screen and rotary-knob control occupies the centre of the facia.
The fog lamps have been upgraded to LED-spec on 2.4 models, while 2.8 versions now feature full LED headlamps and taillights.
A Variable-Flow Control (VFC) power-steering pump has been added – not only does this improve fuel economy, it also provides a more natural driving feel that varies depending on the driving conditions. A high level of assistance is offered at low speeds (parking manoeuvres) while offering lower levels of assistance at higher cruising speeds in order to improve steering feel.
In terms of drivetrain, an Auto Limited Slip Diff (LSD) has also been specified for Raider models, aiding traction in low-grip situations.
Once linked to their profile, customers can manage their vehicle via the MyToyota App, an intuitive app which allows on-demand service bookings, vehicle information and history
The SRX offered a choice of 4×2 or 4×4 and an auto transmission option; is this still the case?
Yes, there are multiple Raider models to choose from depending on body-style. In single and double-cab format, the 2.4 GD-6 is available in both Raised Body (4×2) and 4×4 configuration, with a choice of either a 6-speed manual or 6-speed automatic transmission. The 2.8 GD-6 is available as either Raised Body or 4×4 and coupled with the 6-speed ‘auto’. The Xtra cab variants feature a simplified two model line-up (in-line with market trends).
Are the spec upgrades reserved for the exterior only?
No, as part of the model update the interior too has received some attention. A new ‘floating’ infotainment system with 8-inch screen and rotary-knob control occupies the centre of the facia.
Apple CarPlay and Android Auto functionality are now embedded within the system. 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.
Apple CarPlay and Android Auto functionality are now embedded within the system. 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.
An enlarged Multi-Information Display (MID) and new instrument cluster design, also forms part of the package.
These are over and above the existing standard specification items such as; air-conditioning (automatic climate controlon 2.8 GD-6 versions), cruise control, reverse camera, air-conditioned glovebox, 12- and 220-volt accessory connectors, tilt-and-telescopic adjustable leather steering wheel and steering switches.
All Hilux models come with a 3-year/100 000 km warranty.
Is Toyota Connect part of the deal?
Yes, 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.
What are the warranty and maintenance terms?
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.
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.
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According to naamsa, the Automotive Business Council, March sales recorded 44,217 new vehicle sales. Compared to March last year, this represents a 31.8% increase in sales year-on-year, although the downtrodden March 2020 performance should be critically considered.
