naamsa’s latest new vehicle sales report revealed an encouraging performance characterised by steady sales despite significant pressures emanating from ongoing global friction. With an overall sales surge of 49 493 units (12,5%) in comparison to March 2024 and an impressive export performance of 9 354 units, the local auto industry demonstrated resilience, proving its potential to ensure sustenance and industry growth while navigating a challenging landscape.
Leading the charts for new vehicles sales in March is the passenger car segment with a total of 33 447 units, an increase of 6 756 cars when compared to the March 2024 performance. The consumer driven demand and the stable lending environment cited by naamsa as the main sales drivers is reflected in Toyota South Africa Motor (TSAM)’s performance. Selling 11 660 vehicles in March, TSAM maintained industry dominance with a market share of 23.6%, topping the charts as overall top seller in the Passenger Cars, Light Commercial Vehicles and Medium Commercial Vehicles segments.
“I am pleased that our Toyota and Lexus brands have performed incredibly well – notably maintaining a market share of 23.6% and retaining market leadership in three segments. Notwithstanding the tough operating climate and the imminent tax changes, we are optimistic that the positive trajectory will continue. To everyone that plays a part – big or small – in the Toyota South Africa value chain, these results are testament to your hard work. Thank you for your commitment and dedication. Let us keep the momentum going!” said Leon Theron, Senior Vice President for Sales and Marketing at Toyota South Africa Motors.
Brand Performance Highlights
Of the 11 660 total units sold in March, the Toyota passenger car segment accounted 61% of the sales, displaying a resilient upward trend by the Corolla Cross (1570 units), Fortuner (793 units) and Lexus (138 units) compared to February 2025 sales. Additionally, South Africa’s favourite compact family car, the Corolla Cross made it to the third position on the best-seller list. Despite a small dip in sales, the Starlet (1075 units) settled on number 9 on the list.
The Lexus brand recorded an overall impressive performance, with the Lexus GX (63 units) dominating the stable despite the order book having opened in February 2025. The Lexus GX has a rich heritage of over two decades in the luxury off-road SUV segment. The Lexus GX’s entry into the South African market is bold and the reception is a remarkable feat. The Lexus NX followed closely with 40 units.
With 2025 marking the Year of the Legend, the Hilux once again cemented its strong performance as the number one selling bakkie in South Africa with 2 916 units. Joining on the upward trend is the Land Cruiser Prado with 495 units.
Notwithstanding the weaker performance in the medium and heavy truck segments as recorded by naamsa, Toyota displayed resilience showcasing increased sales of the Hino 300 and the Coaster Bus which sold 116 and 83 units respectively. Within the heavy commercial vehicles segment, the Hino 500 and 700 sold 132 units altogether.
March 2025 was a strong month for TSAM’s fleet business. Fleet sales for the month contributed 3 894 units, making up 40.8% of dealer sales displaying a positive trajectory of Toyota’s fleet business. Key fleet model highlights include the Corolla Cross, the Hilux Double Cab and the Urban Cruiser – the increase in sales reflects the trust that business partners have placed in the Toyota brand, as well the performance and versatility of the Brand’s fleet product line-up.
The parts division maintained its standard performance with almost two million pieces encompassing domestic distribution, and 239 508 pieces exported to international markets.