State of the Motoring Industry (Somi) as seen by Toyota SA

Now in its ninth year, Toyota SA Motors once again presented to all and sundry what they see as they look ahead into 2026, with general yet specific market conditions, competition, and to showcase a few new models in their armoury. All indications are that it’s going to be a busy year ahead. Resilience, agility, and an exciting new product range took centre stage.

Leon Theron, senior vice president of sales and marketing, went bold, basically telling the competition to “bring it on” adding that Toyota SA Motors are here and ready to face any challenge they have lined up. He added that they welcome competition, that keeps them ahead of the chasing pack. And when one looks at the sales figures across the board for the past four decades, Toyota are definitely way ahead of the pack.

Theron unpacked the company’s 2025 performance, global strategic direction, local execution plans, and a refreshed product line-up, including significant developments from Gazoo Racing. Strong performance amid market shiftsReflecting on Toyota’s 2025 results, Theron highlighted how the company navigated an increasingly competitive and dynamic market. Key contributors to Toyota’s sustained resilience included the introduction of Indian-sourced vehicles, expanded product offerings, more accessible entry points in the passenger segment, and a steadfast commitment to the sourced vehicles, expanded product offerings, more accessible entry points in the passenger segment, and a steadfast commitment to the multi-pathway strategy.

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In 2025, we remained unwavering in our mission of mobility for all. Our resilience is evidenced in our domestic market performance. Despite new entrants and intensified competition, we maintained our market share and grew our volumes. “We welcomed competition — and we remained resilient,” said Theron.

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