13 June 2017

Toyota South Africa : Business As Usual


Toyota is a big player in the RSA. For passenger cars #2, but add light commercial vehicles and it is comfortably numero uno. Car demand here is a mix of standards, both better and lesser quality have a market. Doing both is what achieves the best results as many including Toyota do.

Some models you may be unfamiliar with.

The Etios is the second best seller in the range and it is a small car made in India and Brazil. It is sold only in selected markets where a budget car has a solid clientele.

The Fortuner is a mid-sized SUV built on a Hilux platform and is sold in many countries but few mature markets. It's a vehicle that is tough but lacks the driving refinement required in some nations.

Fifth comes the Avanza, a small MPV made especially for the Malaysian market and is sold in Asia and Africa. Again a model ideally suited for the RSA.

Toyota was the leading passenger car brand until 2010 when its slice of the pie was reduced quite substantially. Since then, it has steadily won back market share and is now close to winning back its top spot.

Summary: Conditions for car sales here are challenging, as overall sales slip downward presently. Some are struggling, others have the right mix of product to do well. Toyota have that mix, so for them it's business as usual.


Toyota Passenger Car Sales : RSA

Make/Yr 2012 2013 2014 2015 2016

Corolla 16,452 14,827 21,265 24,894 17,499

Etios 14,950 24,367 18,661 16,270 12,768

Fortuner 12,004 10,893 10,088 8,385 11,060

RAV4 1,044 3,269 5,012 5,306 5,021

Avanza 4,202 5,215 5,084 4,801 4,904

Yaris 8,802 3,738 2,620 2,318 2,023

Aygo 2,888 739 70 768 2,021

Prado 1,540 1,090 1,763 1,777 1,321

L Cr 200 478 633 800 778 1,077

L Cr SW - - 378 362 236

FJ Cruiser 1,321 612 229 195 153

GT86 689 711 385 187 66

Prius 36 22 18 9 37

Innova 753 441 77 52 2

Verso 486 248 93 - -

Total 65,645 66,805 66,543 66,102 58,188

Share 14.9% 14.8% 15.2% 16.0% 16.1%

Data source: Naamsa.

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