Brian Joss –
Toyota South Africa Motors retained its market leadership position during a difficult trading month, recording 7 916 units sold which translates to 17.7% market share. This indicates that one in every six vehicles that were bought in April were Toyota models.
“April is usually a short month but this one felt even shorter with many consumers taking an extended break in the last week of the month. We believe that May will possibly see the benefits of this,” says Calvyn Hamman, Toyota South Africa’s Senior Vice President of Sales and Marketing. “However, Toyota managed to stay on top for the fourth consecutive month this year – this despite a highly competitive market.”
What is of particular interest is the lower number of Quantum units being delivered during April and the resultant decline in overall light commercial vehicle (LCV) segment. “Quantum is usually one of our star performers selling in excess of 1 200 units – however, in preparation of localising the build of Quantum Sesfikile, numbers were lower this month,” says Hamman, adding that the company expect to recover these losses once the new plant is in full production.
Continuing the success from March, Hino South Africa garnered 301 sales this month on both Hino and Dyna models – putting the Hino brand in second position with a market share of over 13%. “The investment-led medium and heavy commercial segments are showing a steady decline which can be mainly attributed to reduction in purchase due to replacement cycles which usually works on a 5-year basis, coupled with a general decline in business confidence,” says Hamman.
Overall the market showed a slight decline of 3.3% if compared to the same period last year. Says Hamman: “Consumers remain under constant pressure with uncertainty around the fuel price and expected increases in utilities and food prices – while the market feels the pressure, we are still confident with our 630,000 forecast for 2015.”