Toyota Holds Sales Momentum For Market Leadership

Market segment Nov 2013 Nov 2014 % change
Passenger vehicles 34,123 33,278 -2.50%
Light commercial vehicles 13,608 15,076 10.80%
Medium commercial vehicles 1,071 1,061 -0.90%
Heavy commercial vehicles 471 484 2.80%
Extra Heavy commercial vehicles 819 734 -10.40%
Bus 73 111 52.10
Vehicle exports 25,502 28,021 9.90%
Overall market (local) 50,630 51,098 0.90%

Toyota South Africa Motors signed off a successful motorsport season with an equally successful sales month of unstoppable market leadership in 11 out of the 11 months of 2014 to date; with 9,986 new units sold in November in the run-up to the annual summer holidays.

This follows a clean sweep in the motorsport activities of South Africa's #1 manufacturer with all national championships - cross country racing as well as rallying - where Toyota entries won each of the national championships they were entered into.

Toyota's November sales represents 19,5% of the total sales of 51,098 units reported by the National Association of Automotive Manufacturers of South Africa (Naamsa); while its contribution to exports tallies up to 5,067 units (18% of export sales).

Hilux was again the top performer in the Toyota stable, clocking up a total of 2,897 bakkies that found new homes in November. On the passenger front, the Toyota Corolla/Quest combo recorded 1,749 sales, followed by the ever popular Etios with 1,182 units.

The popularity of leisure vehicles at this time of year - Toyota's RAV4 leading the way with smaller all-wheel drive SUV's at 379 units - helped new vehicle sales to increase somewhat  (0.90%) in the run-up to the December holidays, reaching a total of 51,098 new vehicle sales in November. This was close to 14% down on a stronger than expected October, but holding position against sales of the corresponding month in 2013 (50,630 units in total).

"November's new vehicle sales were yet again proof of a resilient market showing steady growth and at close to 600,000 units sold year to date we should end the calendar year with similar results to that of 2013," says  Calvyn Hamman, Senior Vice President for Sales & Marketing at Toyota South Africa.

"Retail market conditions are tough and consumer sentiment cautious and conservative, while applications for finance are at higher decline rate due to more stringent financial requirements from banks. Furthermore, some customers prefer to postpone their new vehicle purchase to the new year," he Hamman.

"However, a strong finish to the year might be assisted by positive factors such as the interest rate which remained unchanged, as well as the welcome relief of the lower fuel price," concludes Hamman.