Toyota South Africa Motors (TSAM) is excited to record a 24.4% industry market share in new vehicle sales for April, reflecting a 0.8% increase from March 2025 (23.6%). Toyota’s sales performance of 10 363 units correlates with naamsa’s views that despite the significant headwinds the automotive industry continues to face, the new vehicle market persisted in its quest of recovery.
The latest stats from naamsa reported aggregated domestic sales of 42 401 units in April 2025 – a notable year-on-year increase of 11.9% from units sold in April 2024. A staggering 87.9% (37 258 units) represented dealer sales. According to naamsa, ongoing global economic shifts have translated into decreased year-on-year export sales by 2 266 units. Notwithstanding this, year-to-date exports for April were “… 6.3% of the same period last year”.
The passenger car segment remained dominant with 30 101 units finding new homes in April, an increase of 16.9% in comparison to the April 2024 sales of 25 751 units. In contrast, the market remained challenging with year-on-year figures declining in the light commercial vehicles, bakkies, minibuses (-8.4%), medium commercial vehicles (-1.8%) and heavy commercial vehicles (-0.5%).
With total sales of 10 363 units in April, Toyota South Africa Motors topped the chart lists once again as the number one top seller in the Passenger Cars, Light Commercial Vehicles and Medium Commercial Vehicles segments.
Commenting on the April new vehicle sales milestones, Leon Theron, Senior Vice President for Sales and Marketing at Toyota South Africa Motors said: “Toyota South Africa’s market share dominance reflects great resilience and determination across our value chain. Despite the many holidays in April, our dealer network kept the momentum going to service our growing customer base. With VAT remaining unchanged, we are confident that the sales trajectory will continue to improve, showcasing an even stronger demand for our products. A heartfelt thank you to everyone involved in helping us maintain our market share. To all our new Toyota customers, welcome to the family.”
Brand Performance Highlights
Three Toyota passenger cars – Corolla Cross (1584 units), Starlet (905 units) and Starlet Cross (834 units) – listed as top sellers list for April 2025 and year-to-date. Fortuner and Lexus once again displayed resilience, moving 606 units and 106 units respectively. Increasing sales to 257 units in comparison to March 2025, Prado deserves a notable mention having shifted 57 more units in April 2025.
A legend amongst South African bakkies, the Toyota Hilux maintained the lion’s share of the bakkie market with an increased market share of 29.4% (2780 units). Despite the weaker performance in the medium and heavy truck segments, Toyota’s MHCV sales achieved admirable results, with the Hino 300 chipping in the bulk with 105 units, Coaster Bus (57 units) and the Hino 500 and 700 contributing 77 units combined.
In April 2025, 3 499 Fleet Sales were recorded. This represents a 22.6% increase compared to April 2024, highlighting the growing strength of TSAM’s fleet offering. The Hilux Single Cab, a fundamental in many commercial fleets, reflected a 23% increase compared to April 2024. The Toyota Starlet recorded 257 fleet units, emerging as a top choice for small fleets seeking a practical, reliable passenger vehicle.
“Toyota South Africa Motors (TSAM) continues its upward momentum in the fleet space, reporting a strong performance in April 2025 as business customers across the country reaffirm their trust in the Toyota brand. Our dealer partners are crucial to this success, ensuring that fleet buyers across all segments receive the right vehicles and support. Additionally, we are very proud of the steady performance by KINTO, our full maintenance lease vehicle business which has amassed 5 300 lease vehicles to date, since inception in 2022,” concluded Leon.
The parts division maintained its standard performance with almost two million pieces of domestic distribution, and 332 170 pieces exported to international markets.