Toyota's Winning Streak: 36 Years As Top-Selling Brand

• Toyota still leads the way after 36 years
• Hilux remains SA’s favourite vehicle in 2015

Toyota led the way in 2015 as South African new-vehicle sales recorded yet another dip in year-on-year sales. Posting the company's 36th straight year as the market leader, Toyota (including the Lexus and Hino brands) outperformed general economic conditions to achieve a laudable total of 123 028 new-vehicle registrations. It’s worth noting that since 2011, Toyota has successively increased market share and now holds a commanding 19,9 per cent average market share.

Toyota also finished the year on a high achieving total sales in December of 9 117 vehicles, placing it in pole position once again in the sales race.

Reflecting on the annual sales performance, Hilux with a total sales tally of 35 684 units for 2015 was yet again crowned as the nation’s most popular vehicle. In December, 2729 units found new homes. More telling though is the fact that Hilux out-sold its nearest rival during the course of the year by 1775 units. What makes this achievement even more remarkable is the fact that the all-new eighth-generation Hilux range is waiting in the wings (roll-out for the new model is planned from February).

Another 2015 highlight is the fact that a Toyota badge featured on four of the national best sellers – Etios, Corolla, Corolla Quest, Quantum – all recording average sales in excess of 800 units per month.

Toyota's Senior Vice President for sales and marketing Calvyn Hamman said the company and its dealers planned to use the 2015 results as a springboard to expand market share through enhanced customer satisfaction and a raft of new model introductions.

"The next 12 months will provide the benefits of a number of new models including our best-seller stalwarts in the form of Hilux and Fortuner, delivering on our promise to continue offering ever-better cars.

"Equally as important, we will continue to implement a cultural shift throughout our company and dealer network, focused on ensuring owners and prospects are treated as valued guests of the Toyota family. The “My Toyota App” which we rolled out in 2014 is really gaining momentum and is just one example of how we’re transforming the way we interact with our customers,” Calvyn said.