Toyota on top for 32nd year, but market share squeeze continues

In 1990, Toyota had a 29% share of the local new vehicle market and, by 2000, 23%. Last year, the Japanese auto maker's market share fell to 20.5%.

"We are especially proud of what we have achieved in 2011," says Toyota South Africa Motors (TSAM) president and CEO Dr Johan van Zyl. "To maintain the market leadership position for the 32nd consecutive year against many more competitors and an ever-growing number of vehicle choices is significant, but it is even more impressive in light of the challenges that we have faced," van Zyl said, summarising the year by saying that 2011 will be remembered as the year in which TSAM celebrated its 50th birthday in South Africa, but also "as one of our most trying and challenging years as a company".

Challenges included the earthquake and tsunami that struck Japan in March, as well as unexpectedly high snowfall in July, which shut TSAM's main local supply arteries, followed soon after by a crippling strike in the component manufacturing industry in August, and - finally - floods at the company's supply base in Thailand, Van Zyl told Engineeringnews.co.za. Apart from achieving the number one position in the local market, Toyota also produced the country's best-selling model, with 37 874 Hilux pickups sold. Looking at the year ahead, Van Zyl notes that expectations of lower economic growth in the South African market, have lead Toyota to set an overall sales target of close to 2011's 570 000 units. This suggests that TSAM believes market will stabilise at current levels or slow down somewhat.

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