By Malusi Msomi

SOMI 2025 served as a platform for Toyota South Africa Motors (TSAM) to provide insights into the country’s automotive industry while also showcasing new models. TSAM’s President and CEO, Andrew Kirby, presented an overview of the sector, discussing key challenges and trends. Leon Theron, TSAM’s Senior Vice President for Sales and Marketing, revealed several new models from the brand’s portfolio. The event also featured UK automotive presenter Rory Reid and a Dakar Press Conference with rally participants.

Industry insights from Toyota South Africa

In his keynote address, titled “The Year That Was,” Kirby highlighted concerns about South Africa’s motor industry, including the need to push annual sales beyond 600,000 units to attract more foreign investment. He also stressed the importance of government support, particularly regarding incentives for battery electric vehicle (BEV) production. While recent policy changes are a step forward, more measures are needed to secure the future of local vehicle manufacturing. Kirby also pointed out issues such as de-industrialization and a decline in local content, which has fallen below 40% for domestically produced vehicles.

Mikel Mabasa, CEO of NAAMSA and a panelist at the event, provided a contrasting viewpoint. He acknowledged the industry’s difficulties but noted that South Africa’s political stability, evidenced by the smooth transition to a Government of National Unity, could lead to a period of economic growth.

Kirby projected total vehicle sales of 535,000 units for 2025, a 3.7% increase from the previous year. He suggested that further interest rate cuts and fuel price stability could positively impact sales.

Key automotive trends

Kirby identified five major trends shaping the automotive sector:

Consumer Shift to Smaller Vehicles: Buyers continue to “buy down,” with a migration from the C and D segments to the B segment. According to Lightstone Auto, the average selling price of passenger cars declined by 2.27% between 2023 and 2024, reflecting this shift toward affordability.

SUV Market Growth: The number of SUV and crossover models has increased from 114 in 2018 to 166 in 2024. SUVs now make up more than 50% of passenger vehicle sales.

In-Car Technology Demand: Consumers expect more connected and personalized experiences in vehicles. Features like wireless Apple CarPlay and Android Auto, social media integration, customizable lighting, and voice/gesture controls are becoming standard.

Rise of India and China in Vehicle Production: China’s share of global vehicle production has grown from 29% in 2018 to 32% in 2023, while Germany has dropped out of the top five. In South Africa, locally produced vehicles accounted for 43% of sales in 2023, down from 46% in 2018, while Indian and Chinese imports rose from 18% to 37% over the same period.

Transition to New Energy Vehicles (NEVs): Hybrid vehicle adoption in South Africa accelerated in 2022, led by the Toyota Corolla Cross. Hybrid sales have increased from 4,000 units in 2022 to nearly 12,500 in 2024. However, without additional incentives, mass BEV adoption is unlikely before 2032, while government support could accelerate this timeline to 2029.

New model reveals

Toyota and Lexus unveiled six new models at SOMI 2025, introduced in a Top Gear-style presentation by Theron and Reid:

Corolla Cross upgrade: Features a refreshed design, additional features, and enhanced safety equipment.

Fortuner GR-S: Sports a more aggressive appearance, increased power output (165kW/550Nm), and improved performance.

GR Yaris Upgrade: Receives exterior and interior refinements, a power increase to 210kW/400Nm, and a new 8-speed automatic transmission option.

Hilux Legend 55: Features a wide-body design, distinctive styling, and performance enhancements.

Lexus LX Upgrade: Includes an all-new 700h hybrid variant.

Lexus GX: A new rugged yet premium off-roader, positioned below the LX, with an Overtrail variant tailored for off-road enthusiasts.

Conclusion

SOMI 2025 provided a comprehensive look at the automotive landscape, from industry challenges to emerging trends and new vehicle launches. Toyota remains focused on navigating market shifts while expanding its lineup to meet consumer demand for affordability, technology, and sustainability.