Toyota South Africa ended 2009 with a market share of 23% for the year. The company’s share of the market peaked at 26,3% in March, the highest penetration seen in the past two years and followed this up with a 25,9% share in December. Toyota’s total domestic sales in 2009 were 90 701 units in a total market of 395 230 vehicles.

Toyota comes out on top

“As South Africa felt the full impact of the global financial crisis during 2009 and saw total vehicle sales drop of sharply from the 533 387 units of 2008 to 395 230 units for 2009, a decrease of 25,9%,” says Johan van Zyl, the President and CEO of Toyota SA. The last time the South African Motor industry experienced this level of trade was in 2003 when 381 456 vehicles were sold.

“Going into the fourth quarter of 2009 we suggested that the industry could break through the 400 000 mark for the year. That forecast came within a slim margin of being realised and we believe that 400 000 was the real potential of the market for the year and was only impeded by distortions in reporting typically seen in December and January.

“Looking ahead, we see the potential for slow growth in the industry off this relatively low base through 2010. We will be looking for an improvement in sales of at least 5% if we fully realise the bonanza offered by the excitement generated by the soccer world cup. Our volume forecast going into the new year is 415 000.

“While South Africa certainly felt the impact of the global recession, prudent fiscal management in previous years provided a degree of insulation that saw us somewhat better off than a number of more developed countries. While this may have lessened the impact on domestic sales, it could not protect the motor industry from the sharp drop of in export sales as global demand for vehicles collapsed.