A history of Toyota in the South African market and why we love it.
April 16, 2023
A history of Toyota in the South African market and why we love it.
There is no denying the fact that the Toyota brand remains relatively strong here in our local market. In fact, the brand has enjoyed a raft of success throughout the African continent. In the local market, the brand remains at the top of the sales charts thanks to ever popular customer support. This article aims to expand on why Toyota is so popular within the South African market.
The beginning
Toyota Japan started exporting its Land Cruiser model to African markets in the early 1950s. This included South Africa which received its first Land Cruiser model in the late 50s. A few years later, in 1962 the Japanese automotive giant began production of its Hilux and Corolla models in South Africa which were then exported to European markets.
In the early days, many farmers preferred bigger American style vehicles for agricultural and construction work requirements. The Toyota Hilux for example was considered to be a small pick-up, the Land Cruiser was Toyota’s answer to the Jeep at the time, which was also relatively compact. The brand however started to grow and ensured a strong dealer network.
It wasn’t long before fuel and maintenance costs on the larger vehicles started to negatively affect customers. This is where the economical and reliable Hilux started to fill a gap in the market. It was cost effective to run and with a growing dealer support network, reliable to own.
Current Toyota operations in SA
Today, Toyota South Africa Motors manufactures the Corolla Quest, Corolla Cross, Hilux and the Hiace at its local manufacturing facility in Durban. The operation is one of the biggest and the facility is a leading contributor to our local economy. The dealer network is also one of the largest with around 200 dealerships.
In terms of sales, Toyota remains at the top of the sales charts with around 64 000 vehicles sold between January and June of 2022, a whole 30 000 units ahead of the Volkswagen Group.
The evolution of the Land Cruiser
South Africans have had a desire for the Land Cruiser ever since it arrived on local soil back in 1959. As mentioned, the original Land Cruiser was based on the American Jeep. Toyota engineers had been exposed to the U.S. Military Jeep, a sparse, utilitarian vehicle designed for a purely military role. They recognised the potential to improve on this product and extend its usage into the civilian market.
The first Land Cruiser one-ton pick-up was announced in 1961 as the FJ-45 with an extended wheelbase. At this time the FJ-40 Hardtop model was also introduced. The first Land Cruiser Station Wagon, the FJ-55V, was introduced in 1967 and soon became a legend in the USA, Australia and South Africa. The dream of Toyota engineers to establish a range of tough, reliable, and durable 4×4 vehicles had been realised.
Today, the land Cruiser nameplate can be found on a variety of vehicles which carry the Land Cruiser DNA. The Toyota Land Cruiser Prado is one of the most popular offerings as it blends everyday usability, comfort and reliability with that iconic Land Cruiser off-road ability. The latest Land Cruiser 300 offers the pinnacle of luxury, refinement and durability.
However, the Land Cruiser 70 Series remains the preferred choice for extreme off-road conquering ability. It has become the number one choice within various industrial and agricultural sectors within South Africa. The 70 Series is used from game farms to mining and agriculture, construction and even within the emergency services. It is loved for its reliability, rugged build and the fact that it outperforms expectations.
The Land Cruiser is known as the Master of Africa, one of the most unforgiving continents on the planet. It has stood the test of time and remains a favourite within the market.
Justin Jacobs writing for CHANGECARS
