By Mabuyane Mabuza
Lexus is quietly expanding its footprint
Lexus in South Africa has always carried a certain understated elegance, never chasing volume for the sake of it. But the plans revealed suggest renewed focus –an expansion in hybrid offerings and broader SUV appeal. The brand has adopted a sharper positioning in a market that is increasingly valuing refinement, electrification and reliability in equal measure.
Toyota SA’s strategic positioning of its Lexus brand is finally paying off, thanks to the shift in consumer needs and outlook on mobility. New Energy Vehicles (NEV) are growing within the luxury segment of the market, where customers are looking for modern engines, including hybrids, a space where Lexus had long held the fort.
According to TSAM, Lexus now accounts for 3.5% of the NEV market share. Of the 1 113 units sold in the luxury NEV segment, the GX accounted for 347 units, a big result for Lexus, a brand that struggled to make inroads while the Germans reigned supreme for the longest time. And then came the moment that turned heads.
The Century Is Coming
Toyota confirmed that its ultra-luxury flagship, the Century, will be coming to South Africa, with vehicles expected to arrive in 2027.
Vice President of Marketing and Sales, Leon Theron, was clear that the Century is being brought in to offer customers everything they need. Due to the type of brand the Century is, said Theron, “do not expect us to push volumes”.
The Century isn’t about volume. It isn’t about chasing sales charts. It is about presence. With the Century, Toyota is making a bold statement, telling everyone who is boss. It tells the market that Toyota is confident enough to bring its most exclusive offering to our shores.
It is a statement of intent.
Gazoo Racing: Passion Meets Performance
Then there’s Toyota Gazoo Racing, the heartbeat of Toyota’s enthusiast culture.
Gazoo Racing continues to inject energy into the brand, from motorsport participation to GR-badged road cars that stir emotion. Toyota understands that market leadership isn’t built on practicality alone; it is also built on aspiration.
Performance derivatives, motorsport alignment and GR identity remain key pillars in keeping the brand exciting, especially for younger buyers entering the market.
Preparing to Stay on Top
Toyota isn’t just focusing on vehicles. The broader strategy includes:
- Strengthening local production and supply resilience
- Expanding hybrid penetration
- Reinforcing dealer networks
- Protecting resale values
- Investing in customer experience
In a country where bakkies are as much tools as they are lifestyle statements, something I see every day between farm roads and tar, Toyota’s grip on the practical South African buyer remains firm. But the brand is also evolving, ensuring it doesn’t lose relevance in a market shifting towards technology, efficiency and value-driven purchasing.
Toyota is preparing for a competitive year, no doubt. Chinese brands will continue to push aggressively on price and features. But Toyota’s response is rooted in something deeper than pricing battles: scale, heritage, dealer trust, product breadth and brand equity.
For some of us, as the 2k brigade will say, we just chill and watch. These are exciting times.
