Toyota and Volkswagen dominate South Africa’s car market, but Toyota holds the lead. Here’s what you need to know:
- Market Share: Toyota commands 25.4% as of June 2025, while Volkswagen trails at 11%.
- Sales: Toyota sold 11,375 units in June 2025, more than double Volkswagen’s 4,911.
- Top Models: Toyota’s Hilux and Corolla Cross are top sellers, while Volkswagen’s Polo Vivo remains a favorite among urban buyers.
- Reliability: Toyota is globally recognized for lower maintenance costs and better long-term performance compared to Volkswagen.
- Pricing: Toyota’s Hilux starts at $30,800, while Volkswagen’s Polo Vivo starts at $14,700.
- Electric Vehicles: Volkswagen is introducing its ID. series, while Toyota focuses on hybrids like the Corolla Cross Hybrid and plans for its bZ4X EV.
Quick Comparison:
| Brand | Market Share (June 2025) | Top Model(s) | Starting Price | EV Strategy | Maintenance Costs (Annual) |
|---|---|---|---|---|---|
| Toyota | 25.4% | Hilux, Corolla Cross | $30,800 | Focus on hybrids, bZ4X EV | Lower |
| Volkswagen | 11% | Polo Vivo | $14,700 | Launching ID. series | Higher |
Toyota excels in reliability, resale value, and a wide service network, making it a favorite for work and family vehicles. Volkswagen appeals to urban buyers with efficient, affordable cars and a focus on EVs. Both brands are adapting to a growing demand for fuel-efficient and hybrid vehicles in South Africa’s evolving market.
Market Share and Sales Numbers
Market Share Data
South Africa’s automotive market paints a clear picture of Toyota’s dominance. In January 2025, Toyota held a commanding 26.7% market share. Although this figure dipped to 23.5% in May, it rebounded to 25.4% by June, coinciding with an 18.7% year-over-year increase in domestic sales during the same month.
Volkswagen, on the other hand, faced a more challenging trajectory. Starting the year with a 12.7% share, the German automaker saw its lowest point in April at 9.7%. By June, it managed to climb back to 11.0%, but this recovery came as competitors like Suzuki gained momentum throughout 2025.
Sales Numbers Comparison
Toyota’s unit sales further highlight its market dominance. In June 2025, the company sold 11,375 vehicles, significantly outpacing Volkswagen’s 4,911 units – a staggering difference of over 6,400 vehicles in just one month.
| Month | Toyota Units | Toyota Share | VW Units | VW Share |
|---|---|---|---|---|
| January | 11,863 | 26.7% | 5,634 | 12.7% |
| February | 11,397 | 25.0% | 5,196 | 11.4% |
| March | 11,257 | 24.1% | 4,848 | 10.4% |
| April | 10,031 | 25.0% | 3,906 | 9.7% |
| May | 10,042 | 23.5% | 4,515 | 10.6% |
| June | 11,375 | 25.4% | 4,911 | 11.0% |
Toyota consistently maintained monthly sales above 10,000 units, with its strongest performance in January (11,863 units) and its weakest in April (10,031 units). In contrast, Volkswagen’s sales dipped sharply in April, selling just 3,906 units – a significant drop from January’s 5,634 units. This decline coincided with increased competition, particularly from Suzuki.
Leon Theron, Toyota South Africa’s Senior Vice President for Sales and Marketing, attributed their strong start to the year to their leadership across multiple segments:
"We’ve kicked off the year on a fantastic note, securing the top spot in sales across the Passenger, LCV, and MCV segments".
Regional and Category Performance
Toyota’s success spans a variety of vehicle categories, particularly in the light commercial vehicle (LCV) segment. In June 2025, the Toyota Hilux captured an impressive 26.3% share within the LCV market, selling 3,032 units. This performance underscores Toyota’s strong reputation in the commercial vehicle space.
In the passenger vehicle category, the Corolla Cross has emerged as a standout, consistently ranking as South Africa’s top-selling passenger car.
Toyota also dominates commercial vehicle sales. In June 2025, it sold 315 commercial units, securing a 12.1% market share. In comparison, Volkswagen sold just 62 units, representing a mere 2.4% market share in this sector.
Fleet sales further cement Toyota’s leadership. The company delivered 3,931 vehicles to business customers in June 2025, reflecting strong trust among corporate buyers. As Leon Theron observed:
"In June, we saw encouraging growth from small and medium-sized enterprises, which are increasingly trusting Toyota for their fleet needs. This performance reflects continued confidence in our vehicles, value, and long-term reliability".
Volkswagen, while struggling in commercial and fleet categories, has found strength in the passenger car segment. Models like the Polo Vivo remain popular among urban buyers. However, this narrower focus has made it difficult for Volkswagen to match Toyota’s broad success.
Finally, Toyota’s extensive dealer network and robust parts distribution system provide a critical edge. In June 2025 alone, Toyota handled over 1.9 million domestic parts, ensuring reliable service across South Africa’s diverse regions. Up next, we’ll explore the specific models driving these impressive numbers.
Best-Selling Models and What Buyers Want
Most Popular Models
The Toyota Hilux dominates the market, with an impressive 16,526 units sold in the first half of 2025. Known for its ability to blend workhorse toughness with family-friendly versatility, the Hilux hit its peak in June 2025, selling 3,035 units and claiming a 26.3% share of the light commercial vehicle (LCV) market.
Volkswagen’s locally produced Polo Vivo, manufactured in Kariega, secured fourth place overall with 11,310 units sold during the same period. January 2025 was its standout month, with 2,549 units sold. The Polo Vivo’s mix of German engineering and affordability makes it a hit with first-time buyers and city drivers.
On the passenger car front, Toyota’s Corolla Cross emerged as the top performer, selling 9,576 units in the first half of 2025. Its consistent monthly sales – exceeding 2,000 units in June – reflect the growing demand for compact SUVs. Meanwhile, the classic Volkswagen Polo sold 4,809 units in the same period, with its best month being March, when 932 units were sold.
These sales figures highlight what buyers value most: reliability, performance, and good value for money. Let’s dive into how pricing and features align with these priorities.
Features and Price Comparison
Volkswagen markets the Polo Vivo as an accessible entry-level option. Prices start at R266,600 (about $14,700) for the base 1.4 5MT model and climb to R356,000 (around $19,600) for the sportier 1.0 TSI GT variant. For those seeking more advanced features, the Polo Hatch is available, with prices ranging from R373,800 (approximately $20,600) for the base 1.0 TSI model to R585,800 (around $32,300) for the high-performance GTI DSG version.
Toyota’s Hilux, positioned in a higher price category, starts at R558,300 (roughly $30,800) for the Xtra Cab 2.4 GD-6. The premium Double Cab 2.8 GD-6 4X4 LEGEND, designed for both family and off-road use, costs R921,800 (about $50,800). Here’s a quick breakdown of the pricing and features:
| Model | Price Range (ZAR) | Price Range (USD) | Target Buyer | Key Features |
|---|---|---|---|---|
| VW Polo Vivo | R266,600 – R356,000 | $14,700 – $19,600 | First-time buyers, urban drivers | Locally produced, reliable design |
| VW Polo Hatch | R373,800 – R585,800 | $20,600 – $32,300 | Tech-savvy buyers | Advanced tech, premium features |
| Toyota Hilux Xtra Cab | R558,300+ | $30,800+ | Small business owners | Work-ready, versatile |
| Toyota Hilux Double Cab | R921,800+ | $50,800+ | Families, off-road enthusiasts | Spacious, 4X4 capability |
These pricing strategies clearly cater to different buyer needs, from affordability to premium features, reflecting the diverse demands of the market.
Changes in Buyer Preferences
Today’s buyers are increasingly focused on long-term value and reliability. As George Mienie, CEO of AutoTrader, puts it:
"These models offer a combination of reliability, value retention, and nationwide support, making them smart, reassuring choices for buyers looking for stability and long-term value."
Sales of used cars further confirm this trend. In May 2025, Toyota led the pack with 5,564 used vehicles sold, while Volkswagen followed with 4,507. The average price of a used car during this period was R428,627 (around $23,600), showing that long-term value is a key factor for many buyers.
Compact SUVs and crossovers, like the Corolla Cross, are becoming increasingly popular. These vehicles merge SUV styling with the practicality of a hatchback. At the same time, Chinese-made SUVs and crossovers are starting to gain attention for their affordability, though they haven’t yet disrupted the dominance of established brands.
Fuel efficiency is another growing priority, especially as the weakening Rand pushes up the cost of imports. Locally produced cars are gaining an edge here. Meanwhile, hybrid and electric vehicles are slowly carving out a niche. Their market share doubled in 2024, making up 1% of financed used light vehicles in 2025. While still a small segment, this shift hints at a gradual move toward eco-friendly options among South African buyers.
Reliability, Brand Trust, and Customer Service
Reliability and Long-Term Performance
When it comes to reliability and cost of ownership, Toyota clearly outshines Volkswagen, especially in South Africa. A 2023 Consumer Reports study ranked Toyota as the second most reliable car brand globally, while Volkswagen landed much further down the list, in the mid-twenties. This reliability translates into tangible savings over time. For instance, the average five-year ownership cost for a Toyota is $32,449, compared to $44,693 for a Volkswagen. To break it down further, owning a Toyota Corolla for five years costs about $23,921, while a Volkswagen Jetta runs significantly higher at $37,837. Similarly, the Toyota RAV4 costs roughly $36,643 over five years, compared to $44,378 for the Volkswagen Tiguan.
"Toyota is renowned for durability and low maintenance costs. Models like the Camry and Corolla are often highlighted for their durability."
Toyota’s straightforward engineering helps keep maintenance issues to a minimum, while Volkswagen’s more complex systems lead to higher repair expenses.
Here’s a quick look at maintenance costs for some popular models:
| Model | Price Range (ZAR) | Yearly Maintenance Budget | Monthly Maintenance Budget |
|---|---|---|---|
| Toyota Hilux | R356,600 – R1,005,000 | R7,132 – R20,100 | R594 – R1,675 |
| Toyota Corolla Cross | R408,400 – R543,700 | R8,168 – R10,874 | R681 – R906 |
| Toyota Starlet | R252,100 – R339,000 | R5,042 – R6,780 | R420 – R565 |
| VW Polo Vivo | R259,400 – R346,900 | R5,188 – R6,938 | R432 – R578 |
| VW Polo | R348,200 – R543,600 | R6,964 – R10,872 | R580 – R906 |
A study by YourMechanic found that Volkswagens rank 22nd out of 30 brands for maintenance costs over a ten-year period. On top of that, they typically require repairs more frequently than Toyota models.
These reliability advantages not only save money but also contribute to Toyota’s strong customer loyalty and superior resale performance.
Customer Loyalty and Resale Values
Toyota’s dominance in the used car market reinforces its reputation for reliability and trust. In 2023, Toyota topped the charts with 60,296 used vehicles sold, showcasing its strong resale value. Volkswagen, on the other hand, focuses on blending performance, safety, and comfort, which are appealing but don’t always translate into the same resale value. In a market influenced by currency fluctuations, owning a car that holds its value can provide financial flexibility when upgrading or selling.
Service Network and Parts Availability
Toyota’s strong resale value is also tied to its extensive and accessible service network. While both Toyota and Volkswagen have a significant presence in South Africa, their approaches to aftersales service differ. Toyota’s 24.9% market share in 2024, compared to Volkswagen Group’s 12.9%, gives it an edge in scale and supply chain efficiency. This results in better parts availability and generally lower service costs.
- Volkswagen: Known for high customer satisfaction and award-winning service ratings.
- Toyota: Offers a widespread network, streamlined supply chain, and simpler engineering, which reduces service time.
"Volkswagen and Audi brands continue to maintain particularly high levels of customer satisfaction in terms of both the buying and servicing of new passenger vehicles, year after year, despite facing very tough opposition in the local market." – Patrick Busschau, Business Unit Director at Ipsos
For example, the Toyota Corolla Cross offers a more comprehensive service plan (6 services/90,000 km) compared to the Volkswagen T-Cross (3 years/45,000 km).
While Volkswagen delivers a premium service experience, Toyota’s larger network and lower maintenance demands make it more accessible and affordable for long-term ownership. As Patrick Busschau from Ipsos put it:
"The consistency of good service that some brands deliver across their dealer network to so many customers over time is highly commendable as consistency is one of the most important factors in building a powerful brand reputation."
Ultimately, the choice between the two brands depends on your priorities – whether you prefer a premium service experience or a more cost-effective and widespread support network.
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New Technology and Market Changes
Electric Vehicle Plans
Toyota and Volkswagen are taking different approaches to introducing electric vehicles (EVs) in South Africa.
Volkswagen’s Electric Ambitions
Volkswagen is gearing up to launch its ID. series in South Africa. The ID. Buzz will be the first EV available locally, while the ID.4 is currently being evaluated for the market.
"Introducing ID. Our ID. models are bringing a new era of electric mobility to the globe and very soon this will include the streets of South Africa. Intelligent, innovative, sustainable and most importantly with the vision for electric mobility to be accessible for all. Because a new idea can only make a difference when everyone can be a part of it."
Toyota’s Gradual Transition
Toyota is taking a slower path, leveraging its success with hybrids as it transitions to fully electric models. The company plans to introduce the bZ4X Electric Vehicle in South Africa. This move builds on the popularity of the Corolla Cross Hybrid, which became a game-changer for new energy vehicles in the country in 2022.
Globally, Toyota sold nearly 140,000 EVs in 2024 – less than 2% of its total sales – and has adjusted its 2026 production forecast to about 800,000 units, a reduction of nearly 50%.
Challenges in the South African Market
The South African EV market is still grappling with several challenges. Andrew Kirby, President and CEO of TSAM, commented:
"The SA government’s newly announced policy regarding incentivisation for the production of BEVs is a step in the right direction, but it is not yet enough to secure the future of the automotive production base in South Africa."
Globally, EV sales are booming, with more than 1 in 5 cars sold now being electric. In South Africa, the market for EVs, hybrids, and plug-in hybrids is steadily growing.
These developments highlight both brands’ efforts to modernize vehicle technology and align with global trends.
New Features and Technology
As part of their EV strategies, Toyota and Volkswagen are also stepping up their game when it comes to in-car technology and safety features, responding to the growing demand for SUVs with advanced features and affordability. SUVs now account for more than half of all passenger car sales in South Africa.
Toyota’s Focus on Safety
Toyota has made safety a cornerstone of its offerings. The 2025 Toyota Corolla Cross XR trim includes features like Adaptive Cruise Control, a Pre-Collision System with front cross-traffic alert, and a Lane Keeping System with Lane Trace Assist. Additionally, it comes with seven airbags, including curtain side airbags.
Volkswagen’s Tech-Forward Approach
Volkswagen is emphasizing smart technology in its 2025 Jetta, equipping all trims with IQ.DRIVE advanced driver assistance. This system uses a combination of front and rear radar, a front camera, and ultrasound sensors to enable semi-automated driving.
Richard Green, National Director of the South African Motor Body Repairers’ Association (SAMBRA), explained:
"These technologies use cameras, sensors, and algorithms to monitor the vehicle and its surroundings in real time. They act almost like a second set of eyes, tracking nearby vehicles, cyclists, and pedestrians, while constantly assessing road conditions."
Fuel Efficiency Gains
With rising fuel prices, efficient vehicles are in high demand. Toyota’s hybrid technology leads the way, with the Corolla Cross 1.8 Hybrid XS achieving an impressive 4.1 L/100 km. It’s priced competitively at about $26,500 (R442,800).
Volkswagen’s Commitment to Sustainability
Volkswagen Group South Africa (VWSA) is also making strides in sustainability. The company aims for carbon neutrality at its Kariega plant by 2030. So far, it has reduced energy usage by 56%, CO₂ emissions by 53%, freshwater use by 73%, and waste by 76%.
To support these efforts, VWSA has invested $2 million (R34 million) in solar panels generating 4,488 MWh annually, with an additional $3.3 million (R55 million) spent on expanding capacity by 4,500 MWh at its employee car park.
Ulrich Schwabe, VWSA Production Director, highlighted:
"With these results, VWSA is synonymous with environmental sustainability. We remain committed to minimising our environmental impact on all possible aspects of our operations, and the results speak for themselves."
These advancements underline Toyota and Volkswagen’s dedication to delivering safer, more efficient, and environmentally friendly vehicles in South Africa’s evolving automotive market.
SA Car Sales 2024 – Who’s Buying What?
Conclusion
Toyota and Volkswagen bring unique strengths to the table for South African buyers, excelling in areas like sales, reliability, and technology. Toyota holds its position as the market leader, while Volkswagen maintains steady performance with its consistent offerings.
The competitive landscape is heating up, with Suzuki making impressive strides, growing its market share to 11.6% from 9.3% in 2023. This reflects a dynamic shift in the market, where domestic vehicle sales have seen an 18.7% year-on-year increase.
Both brands cater to diverse buyer needs with entry-level models that strike a balance between affordability and modern features – qualities increasingly sought after by South African consumers. For families, the Toyota Corolla Cross offers SUV practicality paired with the reliability of the Corolla. Meanwhile, those who need a rugged workhorse often turn to the Toyota Hilux, with prices starting at approximately $21,000 (R350,000).
In the race toward hybrid and electric vehicles, both Toyota and Volkswagen are making bold moves. Toyota’s success with the Corolla Cross Hybrid highlights its expertise in hybrid technology, paving the way for its fully electric bZ4X. Volkswagen, on the other hand, is diving into full electrification with its ID. series, aiming to make EVs more accessible.
The South African government is also pushing for a greener future, with a $60 million (R1 billion) investment in new energy vehicle production expected to attract an additional $1.8 billion (R30 billion) in private funding.
Leon Theron of Toyota South Africa Motors summed up the industry’s progress:
"The current automotive landscape is challenging but the June results from naamsa’s new vehicles statistics display great momentum that the industry has been able to sustain."
Toyota stands out with its reputation for reliability, strong resale value, and leadership in hybrid technology. Volkswagen appeals to buyers with its European engineering, advanced tech, and early adoption of EVs. Both brands also offer certified pre-owned programs, providing budget-conscious buyers with access to quality vehicles.
As South African consumers continue to demand vehicles that combine affordability, durability, and modern features, Toyota and Volkswagen remain well-positioned to meet these evolving expectations.
FAQs
Why is Toyota more popular than Volkswagen in South Africa’s automotive market?
Toyota has earned widespread popularity in South Africa due to its reputation for reliability, affordability, and dominance in key vehicle segments, particularly commercial ones. The Toyota Hilux, for example, is a consistent top-seller, appreciated for its rugged durability and versatility – qualities that resonate strongly with South African consumers.
Another advantage for Toyota is its expansive dealer network and top-notch customer service, which make accessing maintenance and parts straightforward. Holding a market share of about 24.5% in 2025, Toyota’s ability to cater to local tastes and maintain a strong foothold in both passenger and commercial vehicle markets has helped it stay ahead of competitors like Volkswagen.
How are Toyota and Volkswagen responding to the growing demand for electric and hybrid vehicles in South Africa?
Both Toyota and Volkswagen are stepping up their efforts to meet the growing demand for electric and hybrid vehicles in South Africa. Toyota has been broadening its hybrid offerings, with models like the Corolla Cross Hybrid becoming increasingly popular. The company is also gearing up to roll out fully electric vehicles by 2025, using hybrid technology as a bridge toward full electrification.
Volkswagen is taking a slightly different approach, focusing on its all-electric lineup. The company plans to introduce models like the ID.4 SUV, with hybrids expected to hit the South African market around 2027. By prioritizing electric vehicles, Volkswagen aims to align with future market trends. Both automakers are pouring resources into developing technologies that support the transition to cleaner, more sustainable mobility.
How do Toyota and Volkswagen compare in terms of maintenance costs and long-term reliability?
Toyota has built a reputation for low maintenance costs and long-lasting reliability. This stems from their straightforward engineering and the easy availability of affordable replacement parts. Take the Toyota Corolla, for example – it’s frequently celebrated for its durability and minimal repair requirements over the years.
On the other hand, Volkswagen vehicles deliver strong performance and a more premium driving experience. However, their repair costs tend to be higher. This is largely because of their intricate European engineering, which often demands specialized parts and servicing. While Volkswagens are dependable, the cost of upkeep can climb as they age, especially compared to Toyota.
For many, Toyota remains the go-to option for a budget-friendly and reliable long-term investment.
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