Toyota turns its attention to Africa

Article by Christian Andrei, on April 12, 2013

As the growth in the private sector in Africa has lessened its reliance on government business, Toyota Motor Corp has turned its attention to its consumers, Toyota Africa CEO Johan van Zyl said during the Reuters Africa Investment Summit. Toyota has entered South Sudan last year, bringing its markets in Africa to 54 countries.

Toyota estimates that the east and west African auto markets will achieve a 5% growth this year. He said that consumer marketing has become “very important” in numerous countries, noting that Toyota had previously transacted with many African governments exclusively. Last year, Toyota posted sales of 237,000 vehicles in the continent, giving it a market share of 14%.

However, it is faced with more competition from its Chinese and Indian counterparts such as Chery Automobile and Tata Motors, which are more experienced in assembling and marketing budget cars in promising markets. But van Zyl said that Toyota has been concentrating on attracting frugal consumers to its inexpensive cars and its Etios brand, which was launched in India in 2010.

Toyota has achieved sales of around 2,000 Etios cars each month in Africa, where consumers consider quality and durability as well as cost. He said that people have a tendency to think that “inferior things” can be sold in Africa but then, the consumers there are actually as concerned about quality as anybody else.

Topics: toyota, africa

If you liked the article, share on:


Login or Create new account to add a comment!


Many have been excited with the impending arrival of the next-generation Jeep Wrangler and the new 2019 Jeep Grand Wagoneer, which is slated to be the brand’s new range-topping model....
by - October 21, 2016
Chevrolet has taken the wraps off its new Chevrolet Colorado ZH2 at the fall meeting of the Association of the United States Army (AUSA). Tagged as the most extreme fuel-cell-powered...
by - October 21, 2016
Honda has unveiled the fifth generation of its hot-selling SUV – the 2017 Honda CR-V. The latest iteration of the CR-V should help it maintain its benchmark status in the...
by - October 21, 2016
Many are already expecting BMW to launch an ultra luxurious SUV that will serve at its new flagship by late 2018. Larger than the X5 and X6, the new X7...
by - October 21, 2016
Most of you may have heard or already have one of those autonomous home appliances doing the house chores. Thus, it’s not anymore unusual to see a car going places...
by - October 20, 2016