Resilience, agility, and an exciting new product range took centre stage during the second segment of Toyota South Africa Motors’ (TSAM) ninth annual State of the Motor Industry (SOMI) event. Presented by Leon Theron, Senior Vice President of Sales and Marketing, the session unpacked the company’s 2025 performance, global strategic direction, local execution plans, and a refreshed product line‑up, including significant developments from Gazoo Racing.
Strong Performance Amid Market Shifts
Reflecting on Toyota’s 2025 results, Theron highlighted how the company navigated an increasingly competitive and dynamic market. Key contributors to Toyota’s sustained resilience included the introduction of Indian-sourced vehicles, expanded product offerings, more accessible entry points in the passenger segment and a steadfast commitment to the sourced vehicles, expanded product offerings, more accessible entry points in the passenger segment and a steadfast commitment to the multi‑sourced vehicles, expanded product offerings, more accessible entry points in the passenger segment and a steadfast commitment to the multipathway‑pathway strategy.
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“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,” said Theron.
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. Toyota achieved commendable segment performances across the board with notable mentions in LCV (33%), small car (20%), and SUV (61%). Hino achieved Top 3 status with an impressive 13% market share.
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‑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 from 2007. The GX model accounted for 347 units of the 1113 total, underscoring Toyota’s commitment to innovation and sustainability.
Global Brand Strategy and Local Alignment
Building on the Toyota Five Brand global strategy announced at the 2025 Japan Mobility Show, Theron 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 in turn will now also stand as a separate brand entity, reaffirming Toyota’s ‑better cars.
“Our ability to adapt has kept us relevant. The challenges we have faced have strengthened our competitiveness – and will continue to do so in the years ahead,” Theron added.
Multi-Path‑Pathway Strategy in Action
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, plugin hybrid, battery‑in hybrid, batteryelectric‑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 Eco-system
- Carbon Neutral‑Neutral Fuels
- Circular Economy
Major New Energy Vehicle Announcements
A pioneer of hybrid technology, both globally and in South Africa, TSAM showcased an expanded New Energy Vehicle line‑up, including:
- Toyota bZ4X BEV – Toyota’s first Battery Electric Vehicle in South Africa
- Toyota RAV4 HEV and PHEV
- Corolla Cross GR-‑S HEV
- Land Cruiser 300 1M-‑HEV
- Lexus RZ BEV
- Lexus RZ 600e BEV
Gazoo Racing: Driving Performance Forward
Theron announced a new collaboration between Gazoo Racing and SVR, a certified factory for Toyota approved‑approved vehicle modifications. The project is currently in development, with details to be revealed soon.
“Gazoo Racing continues 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,” said Theron.
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Ahead of the upcoming GR Cup Media Challenge, Theron also announced participating media representatives: Craig Nicholson (News24 Motoring), Tayedza Mbiri (AutoTrader), Nabil Abdool (SuperSport), Naresh Maharaj (The Witness / Algoa FM), Kumbi Mtshakazi (KumbiM On Cars), Brandon Jacobs (Khulekani on Wheels) and Justin Ford (eNCA). The GR Cup drivers will take to the track in a 7-race series across South Africa, behind the wheel of the just-launched‑M On Cars), Brandon Jacobs (Khulekani on Wheels) and Justin Ford (eNCA).
Additionally, TSAM confirmed the launch of GR Parts, a performance-focused‑focused accessory range to be offered through dealerships with dedicated GR Zones.
Driving Through Disruption
This year’s SOMI brought together industry leaders, policymakers, media, and mobility partners under the theme “Driving Through Disruption.” The event explored global volatility, industrial competitiveness, and the acceleration of South Africa’s transition to New Energy Vehicles.
To view the full presentations made during SOMI, please visit: https://www.youtube.com/live/GXnyY5PA8N8
