Toyota’ ‘Tougherer’ bakkie makes history

2017-01-12 06:01

Toyota’s “tougherer” new Hilux has made history by achieving sales leadership in South Africa for the 44th time in the past 47 years by notching up a 2016 retail total of 35 428. This is 3 000 units ahead of its nearest competitor.

By recording 3 074 sales for the month of December, the iconic Hilux comfortably edged out its closest rival by 409 units.

Toyota was also the only manufacturer to scoop an additional five segment bests for the month:

•C-segment - Corolla (614 units)

•Compact MPV - Avanza (271 units)

•SUV - Fortuner (958 units)

•People carrier - Quantum (916 units)

•Specialist off-roader - Land Cruiser

79 pickup (185 units)

Other notable sales performances were recorded by:

•Etios - 597 units

•RAV4 - 377 units

•Prado - 99 units

•Land Cruiser 200 - 80 units

And in the quest for overall sales leadership, Toyota (assisted by the Lexus and Hino brands) was once again the top choice for South African motorists, shifting a chart-topping 117 071 vehicles in 2016, which equates to a market share of 21,4%.

What it is telling is that the number-two and number-three placed manufacturer achieved market shares of 15,8% (86 472 units) and 13,5% (73 856 units) respectively. This means that Toyota led the sales race in 2016 by an unassailable 30 599 and 43 215 units respectively. Incidentally this is the 37th year in an unbroken run since 1980, that Toyota has grabbed the number-one sales spot in SA.

On the commercial front, Hino sold 232 units in December 2016, with Hino 300 and Toyota Dyna combining to achieve a 20.8% share in medium commercials.

Commenting on Toyota’s performance, Calvyn Hamman, Senior Vice President of Sales and Marketing concedes that 2016 has been an extremely challenging year, yielding the lowest domestic sales in three years.

“That said, Toyota’s achievement has been nothing short of remarkable. The last time Toyota recorded a percentage share this high was in 2010 when we pulled off a 20,5 per cent market share. Our current 21,4 per cent market share means that for every five new vehicles sold in this country, one is a Toyota product,” Calvyn said.

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