Toyota South Africa Motors (TSAM) maintained a steady market share of 21.2% in the new vehicle sales for April 2026. Having shifted a total of 10 188 units, Toyota maintained its market leadership position for the fourth consecutive month. This performance is commensurate with local market activity amid ongoing global uncertainty and increased competition within the industry.
Despite continued macroeconomic factors such as energy prices and rising inflation costs challenging the industry, naamsa reported that April sales were anchored by “… improved financing conditions and firmer sentiment”.
Citing this month’s performance as the best April performer since 2013, naamsa reported that overall aggregate domestic sales for April amounted to 47 979 units.
Taking a closer look at segment performance, the new passenger car market continued to make inroads with 34 414 units sold. The light commercial vehicles (LCV) segment demonstrated resilience with 10 966 units whilst the medium and heavy commercial vehicle segments gained positive momentum with 687 units and 1 912 units respectively.
Against industry segment performance, Toyota displayed resilience and determination, despite an unprecedented operating climate and a shorter month due to public holidays. Toyota’s passenger car segment reached 5 873 units. The LCV segment contributed 3 969 units whilst the medium and heavy commercial vehicles recorded a combined 346 units.
Reflecting on Toyota’s performance, Leon Theron, Senior Vice President: Sales and Marketing said, “Our April results signify Toyota’s unwavering commitment to delivering the best vehicles to our customers at all costs. Historically April is a comparatively low sales month. The number of public holidays result in lower showroom traffic, thus the sustained positive retail momentum is encouraging. Maintaining our market share and selling 10 188 vehicles in a single month is no easy feat, considering the pressure and constraints that the industry is facing currently. To this effect, this milestone wouldn’t have been possible without all the stakeholders involved in keeping the Toyota brand top of mind. My immense gratitude goes to all our employees, nationwide dealer network and suppliers. To our customers, thank you for your continued support and trust in what the Toyota brand has to offer.”
Brand performance highlights
Taking the lead in the passenger car segment, Toyota’s performance was supported by strong sales in the following models: Corolla Cross (1 144 units), Vitz (772 units), Rumion (747 units), Starlet (733 units) and the Fortuner (664 units). In the premium luxury segment, Lexus shifted a total of 78 units with the NX (37 units) leading the pack. The GX and the LX followed closely with 22 and 10 units respectively.
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With 2 955 units sold and segment leader with a 28.9% market share, the Hilux closed off April as the number one selling vehicle in South Africa. Supporting Toyota’s leadership within the LCV segment is the Hiace with 387 units and the Land Cruiser 79 Pick-Up with 451 units. The Coaster displayed greater resilience with sales rebounding to 79 in comparison to the 41 units sold in March 2026.
Toyota’s commercial segment recorded mixed performance. Of the 346 combined sales, standout models for April were Hino 500 (122 units), Hino 300 series (92 units) and the Quantum Bus (74 units).
The fleet business continued its strong momentum in April 2026, servicing over 2 000 business customers through its dealer network.
This performance aligns with a resilient market, reinforcing confidence in business demand. Toyota remains a trusted partner to a significant customer base, delivering practical fleet solutions to support diverse business needs.
The parts division displayed steady performance with almost two million pieces of domestic distribution and 326 135 pieces exported to international markets.
