Toyota plans to introduce three new all-electric models in South Africa by early 2026. This move will mark the company’s entry into the country’s nascent EV market, where it will face competition from established European brands like Volvo and a growing number of Chinese automakers.
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While Toyota currently leads the hybrid market in South Africa with a commanding 67% share, the company has yet to sell a fully electric vehicle there. Toyota South Africa CEO Andrew Kirby stated that the company does not believe “one powertrain is going to dominate in the future.” He confirmed that Toyota will continue to offer a mix of internal combustion engines, hybrids, plug-in hybrids, and even hydrogen fuel-cell vehicles alongside the new EVs.
South Africa’s EV market faces significant hurdles, including low consumer incomes, high import duties, and a lack of reliable charging infrastructure. The country’s automotive sector is also at a turning point, with a rise in imported vehicles and flat production volumes.
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Kirby acknowledged the increasing competition from Chinese EV makers, calling it a “strategic concern.” To address these challenges and support the local industry, South Africa’s seven major car manufacturers, including Toyota and Volkswagen, have submitted policy recommendations to the trade and industry minister. Kirby said these proposals include fiscally neutral policy changes and a restructuring of the rebate system, with the hope that short-term interventions will be announced within the next six months.
Toyota’s new EV models will initially be imported, though the company plans to eventually produce some of them in South Africa.
