The keyword is electric vehicles (EVs).
Every other day in South Africa, one automotive company—mostly Chinese brands—is announcing an entry into the market, pushing a new EV model, or building infrastructure.Â
This time around, a Japanese car company is making the headlines. Toyota, which has been manufacturing commercial EVs abroad since 1997, has finally debuted one in South Africa, one of its best-selling markets on the continent. Through its local subsidiary, Toyota South Africa Motors (TSAM), it has assembled its first EV lineup, the bZ4X, a battery-electric vehicle priced from R1.18 million ($70,700).
South Africa is an important market for the company: In 1961, Toyota produced its first carin the country, a combustion engine Hilux manufactured through its local assembly operations. The company would go on to sell more flagships, such as the Corolla, marking its 100,000th sale in 1970. About three decades later, it began experimenting with EV production abroad, and after much building and perfecting, it has brought the same quality to South Africa.
State of play: The bZ4X, at that price, is likely targeting mid- to high-income earners who trust Toyota for its durability, resale value, brand familiarity, and after-sales support due to its local presence. But is that enough to help it draw buyers in a market where disposable income is not low, but other premium car-makers, like BYD’s Dolphin Surf and Geely’s E2, sell cheaper?
As of 2025, the average personal and household disposable incomes were R5.1 million ($305,000) and R50,900 ($3,063), respectively, making South Africa a relatively rich African country. That’s why most foreign brand-names in the EV market are flying in. And the country’s uptake for cars has historically been high: while South Africa was dethroned by Morocco last year, it still sold a record 590,000 new units.
Toyota’s competitor, Dongfeng, which entered South Africa in 2024, is chasing partnerships to scale. It signed a deal with ride-hailing platform Bolt to launch an EV fleet in Cape Town, managed by Indian fleet operator Yugo Rides. It will ride on Bolt’s driver density to grow its uptake in the country. Meanwhile, Toyota is trusting its brand strength to grow the bZ4X brand, which it has already begun prominently displaying in its local dealerships and website.