Toyota continues to lead South Africa’s new vehicle market by a wide margin, with sales figures showing the Japanese manufacturer consistently outperforming its closest competitors.
An analysis of Naamsa industry sales data found that Toyota sold 766,153 vehicles between January 2021 and August 2026, averaging more than 11,000 vehicles a month.
Suzuki and Volkswagen followed in second and third place respectively, although their monthly sales remained significantly below Toyota’s.
Toyota recorded its strongest monthly performance of 2026 in July, when it sold 14,142 vehicles. This came close to the brand’s record of 14,146 units, recorded in September 2025.
In August 2026, Toyota sold another 13,814 vehicles, with its popular Hilux pickup accounting for 4,189 units.
The Hilux remains one of the biggest drivers of Toyota’s local sales, making up more than a quarter of the company’s August total.
Other models contributing to Toyota’s performance include the Corolla Cross, Starlet, Starlet Cross, Vitz and Urban Cruiser.
A Six-Decade South African Presence
Toyota’s position in the local market has been built over more than six decades.
The manufacturer formally entered the South African market in 1961 after local businessman Anton Wessels secured a franchise to import Toyopet Stout pickup trucks from Japan.
Toyota South Africa Motors was established that same year, while local vehicle assembly began in Durban in 1962.
The company’s Prospecton manufacturing plant in Durban later became a major part of its South African operations. Today, it produces vehicles including the Hilux, Fortuner, Corolla Cross and Hiace Ses’fikile.
Toyota has also established itself as a major vehicle exporter from South Africa, with locally produced vehicles shipped to international markets.
Chinese Brands Enter A Changing Market
Toyota’s continued strength comes as the South African vehicle market becomes increasingly competitive.
Chinese manufacturers, including Chery and Jetour, have expanded their presence as consumers look for vehicles that offer affordability and value.
Established brands such as BMW, Mercedes-Benz, Mazda, Kia and Nissan have faced a more competitive environment as new players gain ground.
Toyota, however, has continued to post strong numbers.
The manufacturer sold 102,633 vehicles between January and August 2026, putting its average monthly sales at more than 12,800 units.
With four months still remaining in the year, Toyota’s 2026 performance is already tracking strongly against its 2025 total of about 146,000 vehicles.
The latest figures underline how deeply established Toyota remains in South Africa’s automotive market, supported by its broad model range, local manufacturing base and long-standing presence among South African motorists.
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