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.”
Stock shortages continued to thwart South Africa’s new vehicle market during October. However, the market continued to show a robust performance, despite the volumes being lower than September.
According to naamsa | the Automotive Business Council, 41,035 new vehicles were sold during October, an increase of 6.1% over the same month last year. Although September sales were the second-best volume month this year, October sales were 4.9% slower than last month. It is also important to note the context of October sales within the four months this year that have sold more than 40,000 units.
“The new vehicle market appears to be recovering strongly, demand out-stripping current supply constraints,” says Lebogang Gaoaketse, Head of Marketing and Communication at WesBank. “The second half of the year has performed strongly since the mid-year lockdown restrictions, with the market trading above 40,000 units a month for the past three months.”
WesBank’s own data indicates a resurgence in the South African motor industry. “While we have seen high demand for pre-owned vehicles over the last two years, a slow shift back towards new vehicles may be currently underway,” says Gaoaketse. “Compared to a year ago, applications for to WesBank for new car deals rose 1.8% during October, while applications for pre-owned deals declined 5.9%. In addition, the bank’s used-to-new ratio has shifted over the 12-month period from 2.25 used vehicles financed for every new vehicle a year ago, to 2.08.”
However, the issue of supply is a global factor that skews the overall market picture. “Until global manufacturing stabilises off the back of the pandemic and resolves its micro-chip shortages, consumer and business purchase decisions will be swayed by availability and necessity,” says Gaoaketse. “The good news is that South African car dealers are in a much more sustainable position than a year ago.”
South Africa’s new passenger car market was up 3.1% to 27,496 units, displaying a robust consistency throughout the year. The Light Commercial Vehicle (LCV) market remains far more volatile. While it was down 10.9% in September, the segment bounced back to increase 15.9% during October to 11,188 sales.
A similar trend played out in the dealer space with passenger car and LCV volumes up 2.7% and 16.5% respectively. The market once again benefited from a sizeable volume of rental sales, with 5,002 passenger cars and 730 LCVs selling into fleets.
“Although the market looks in better shape, affordability continues to be a major consideration,” says Gaoaketse. “Significant fuel price hikes this month and the prospect of interest rates potentially increasing with the return of inflation are factors for consumers to consider when purchasing their next vehicle.”
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.
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.
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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