By Staff Reporter

Toyota South Africa Motors used the second segment of its ninth annual State of the Motor Industry event to reflect on performance, outline future plans, and introduce several new products across its portfolio.

Presented by Senior Vice President of Sales and Marketing Leon Theron, the session focused on how the company navigated 2025 and what lies ahead, including developments from Toyota Gazoo Racing.

Strong results in a competitive market

Despite increasing competition and new entrants in the local market, Toyota closed 2025 with 148,124 new vehicles sold, securing a 24.8% market share. The company extended its market leadership to 46 consecutive years.

Segment performance remained strong, particularly in light commercial vehicles, small cars, and SUVs. Hino achieved a top-three position with a 13% market share.

Lexus also recorded its highest-ever premium market share at 3.5%, supported by growth in new energy vehicle sales. The GX accounted for a notable portion of Lexus’s total annual sales.

Brand strategy and direction

Toyota’s global Five Brand strategy, first outlined at the Japan Mobility Show in 2025, places the Toyota brand at the centre, supported by Century and Daihatsu internationally. Locally, the focus remains on Toyota, Lexus, and Gazoo Racing as the three core brands.

Gazoo Racing will operate as a more distinct brand entity going forward, reinforcing its performance positioning within the broader Toyota portfolio.

Multi-pathway approach to electrification

Toyota reiterated its multi-pathway strategy, recognising that no single powertrain solution fits all markets or customers. The approach includes hybrids, plug-in hybrids, battery electric vehicles, and hydrogen technologies.

As part of this roadmap, Toyota South Africa Motors highlighted several new energy vehicles, including:

Toyota bZ4X, Toyota’s first battery electric vehicle for South Africa

Toyota RAV4 in HEV and PHEV forms

Toyota Corolla Cross GR-S HEV

Toyota Land Cruiser 300 1M-HEV

Lexus RZ and RZ 600e BEV

The company also continues to support initiatives linked to electric vehicle ecosystems, carbon-neutral fuels, and circular economy principles.

Gazoo Racing developments

On the performance side, Gazoo Racing announced a collaboration with SVR, a certified Toyota modification facility. Details of the project are still under development.

Toyota also confirmed the launch of GR Parts, a performance-focused accessory range that will be available through dealerships with dedicated GR Zones.

Ahead of the upcoming GR Cup Media Challenge, Toyota announced participating media drivers who will compete in a seven-race national series.

Overall, the SOMI session highlighted Toyota’s continued emphasis on market resilience, diversified powertrains, and performance expansion, as the company prepares for the next phase of its local and global strategy.