A History of Toyota in the South African Market

The Sentiment Around One of South Africa’s Most Loved Brands

In the South African automotive landscape, Toyota remains an industry leader—dominating the sales charts and winning customer loyalty year after year. This article unpacks why Toyota South Africa has earned its reputation as a household name and why its vehicles are so deeply loved by South Africans across generations.

The Beginning: Toyota’s Arrival in South Africa

Toyota Japan began exporting the Land Cruiser to African markets in the early 1950s, with South Africa receiving its first Land Cruiser models in the late 1950s.

By 1962, Toyota established a firm local presence by starting production of the Hilux and Corolla models in South Africa—both of which were exported to European markets. In its early years, the brand faced stiff competition from large American-style vehicles that dominated the farming and construction sectors.

At that time:

• The Toyota Hilux was seen as a small pickup.
• The Land Cruiser was Toyota’s answer to the Jeep—compact and capable, but not yet the first choice for heavy-duty work.

Despite the odds, Toyota invested heavily in a strong national dealer network, a decision that paid off in the years that followed.

Why Toyota Took the Lead

As fuel and maintenance costs on large American-style vehicles increased, South African buyers started shifting toward more economical, reliable, and practical options.

The Toyota Hilux stood out with:

• Lower operating costs
• Exceptional reliability
• Rapid growth in dealer support

This allowed Toyota to fill a critical gap in the market, particularly in rural and agricultural areas. The Hilux quickly became a top choice for farmers, business owners, and fleet operators.

Toyota South Africa Today

Today, Toyota South Africa Motors plays a critical role in the country’s economy, operating one of the largest local manufacturing facilities in Durban. The plant currently produces models such as:

• Corolla Quest
• Corolla Cross
• Hilux
• Hiace

Toyota also maintains one of the largest dealership networks in South Africa, with approximately 200 dealerships nationwide.

Sales Success

As of mid-2022, Toyota had sold around 64,000 vehicles between January and June, outpacing the Volkswagen Group by over 30,000 units. This further cements its status as the top-selling automotive brand in South Africa.

The Evolution of the Land Cruiser

South Africans have had a strong relationship with the Land Cruiser since its arrival in 1959.

Originally inspired by the American Jeep, the early Land Cruisers were engineered for military use. Toyota saw an opportunity to improve on this utilitarian platform for civilian markets. Over time, the Land Cruiser became a symbol of strength, reliability, and versatility.

Key Milestones

• 1961: Introduction of the FJ-45 one-ton pickup with extended wheelbase
• 1961: Launch of the FJ-40 Hardtop
• 1967: Debut of the FJ-55V Station Wagon, a major success in the USA, Australia, and South Africa

The Land Cruiser Today

Today, the Land Cruiser nameplate includes a diverse lineup that carries the same rugged DNA:

• The Land Cruiser Prado: A popular model known for its balance of everyday comfort and off-road ability.
• The Land Cruiser 300: The flagship offering, combining luxury, refinement, and durability.
• The Land Cruiser 70 Series: South Africa’s top pick for industrial, agricultural, and extreme off-road applications.

The 70 Series is widely used in:

• Game farms
• Mining
• Construction
• Emergency services

It’s loved for its robust build, mechanical simplicity, and outstanding reliability.

A Legacy Forged in Africa

The Toyota Land Cruiser has earned its title as the “Master of Africa”, proving itself in some of the most unforgiving terrain on the planet. Whether in rural farmlands or urban centres, Toyota continues to resonate with South Africans because of its long-standing commitment to quality, dependability, and value.