Resilience and Innovation Drive Toyota’s Success

In a year marked by intensified competition and shifting market dynamics, Toyota South Africa Motors (TSAM) emerged stronger than ever.

Speaking at the company’s ninth State of the Motor Industry (SOMI), Senior Vice President of Sales and Marketing, Leon Theron, underscored how Toyota’s multi-pathway strategy and refreshed product range have secured its position as South Africa’s leading automotive brand.

“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:

• Electric Vehicle Ecosystem

• Carbon Neutral Fuels

• Circular Economy

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.