2025 CarsAwards: Brand of the Year
By winning the most prestigious #CarsAwards title for the 3rd consecutive time at the 2024/25 Cars.co.za Awards, Toyota now has 5 Brand of the Year wins – the most in the history of our awards programme, followed by Suzuki (2) and Volkswagen (1).
Toyota South Africa Motors (TSAM) received the 2024/25 Cars.co.za Awards, sponsored by Absa Brand of the Year trophy from naamsa | The Automotive Business Council (of South Africa) CEO Mikel Mabasa and Cars.co.za Managing Director Amasi Mwela at the annual automotive awards programme’s gala event at Waterfall City Park at Mall of Africa on the evening of 27 February 2025.
The Prospecton-based manufacturer also bagged three 2024/25 #CarsAwards category wins with the Toyota Urban Cruiser 1.5 XR Auto (Budget Crossover), Toyota Corolla Cross 1.8 Hybrid XR (Compact Family Car) and Toyota Hilux Double Cab 2.4GD-6 Raider 4×4 Auto (Leisure Double Cab).
As opposed to the category winners, which are determined by a combination of judges’ scores and consumer feedback, the recipient of the #CarsAwards Brand of the Year title was determined solely by market data and the findings of the Cars.co.za Ownership Satisfaction Survey – how owners rated the dealer sales-, after-sales service- and product experience of their vehicles’ brands – and the percentages of purchase-price value the brands’ finalists retained after 3 years of ownership.
Toyota, which won the 1st #CarsAwards Brand of the Year title in 2015/16 and again in 2018/19, is now on a run of 3 consecutive Brand of the Year victories. This year, TSAM again achieved the highest brand score (77.2%) to back up its Brand of the Year title wins in the 2020/21 and 2023/24 programmes.
But whereas TSAM was a significant 9.2% ahead of the runner-up in 2023/24 (2-time Brand of the Year winner Suzuki), Toyota finished only 0.6% ahead of Mini (76.6%), which had moved up 4 places in the past year to take 2nd spot. Isuzu, which improved by 5 places in 2024/25, finished 3rd with 75.3%.
Still, winning the Brand of the Year title for the 5th time out of 8 iterations of the #CarsAwards was an immense achievement by TSAM. “The Brand of the Year trophy is the ultimate accolade in the local automotive industry and represents validation from the people who matter most: car owners,” said Hannes Oosthuizen, the manager of the Cars.co.za Awards’ scoring process.
“By providing consistently superior after-sales support through the most extensive dealer network in the country, Toyota has put South African consumers first and – based on the feedback by thousands of vehicle owners – they appreciate that,” he added.
“We are incredibly honoured to once again be recognised as South Africa’s leading automotive brand, said Glenn Crompton, the Vice President of Marketing at TSAM.
“This award is a testament to the trust and loyalty of our customers, as well as the dedication of our employees and dealer network. Thank you for making Toyota the brand of choice in South Africa.”
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