Toyota is set to enter South Africa’s expanding electric vehicle (EV) market by introducing three fully-electric models in 2026. This marks a significant move for the Japanese automaker, as the competition in the region’s EV market heats up.
The announcement was made by a senior Toyota executive, signaling the company’s commitment to electrification in a market where EV adoption is still in its early stages. South Africa has limited EV infrastructure but is increasing its interest in sustainable mobility.
Toyota currently leads SA’s hybrids and plug-in hybrid segment, with a 67% share in 2024. However, the company has yet to introduce fully electric vehicles in the country.
This allowed European brands such as BMW, Volvo, and Mercedes-Benz to dominate the EV market in SA. Chinese EV automakers like BYD are aggressively expanding to African markets as Western markets become increasingly restrictive.
The company has acknowledged the growing competition from Chinese automakers, viewing it as a strategic challenge. Executives have stressed the need for a swift and decisive response to this increasing threat.
While Toyota has production operations in South Africa, the initial EV models will be imported. The company has stated that it aims to eventually produce some of these models locally.
Source: Reuters
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