Toyota flourishes in a tough market
Prashirwin Naidu
Despite a tough economy and a topsy-turvy rand, Toyota has increased its grip on the new vehicle market.
In September, Toyota sold 12,704 units, an increase of 471 units sold in the previous month, giving it a 27.6% share of the new vehicle market.
The Japanese car manufacturer also improved on the previous year’s sales figures. Last year, South Africans purchased 12,059 units in the same period, giving Toyota a 25.1% share of the new car market.
Toyota has taken the lead in passenger and LCV sales, earning a market share of 24.1% (7,161) and 39.7% (5,228).
Individually, the popular Toyota Hilux has accumulated 3,249 sales, equating to 25.5% of the LCV segment. Double Cabs interestingly accounts for more than 50% (1,645) of Hilux sales.
The Toyota Hiace has also done well, retailing 1,462 units, while the luxury Land Cruiser increased from 79 to 325 deals in steady progress.
Built at the prospection plant in Isipingo, South of Durban, Kwazulu-Natal, the Toyota Corolla Cross has grown in popularity with sales of 2,259 units. Making up the total are the Starlet (1,247), the Fortuner (893), the new compact Vitz (581), Urban Cruiser (561) and Rumion (426). The luxury Lexus brand with the NX sold 33 units in September.
On the other side of the spectrum, the brand Hino, which plays a significant role in the Heavy Commercial vehicle market, has sold 123 units of the 300 series; in comparison, 60 units of the more extensive 500 series moved in September.
The domination of the South African market by Toyota looks set to continue with the arrival of the luxury sedan named the Crown.
“In a market as challenging as ours, reaching these significant sales milestones is only achievable through team effort. I feel truly honoured to be a part of this dynamic organisation. Everyone -big or small- plays their part, and I am especially grateful to the dealer network that consistently delivers good results month after month. And, of course, our loyal customers- their continued support makes it all worthwhile,” says Leon Theron, Toyota South Africa Motors senior vice president for sales and marketing.
