Toyota vs Mercedes vs Ford — which vehicle industry is taking over Africa?
Africa’s car market is a living mosaic: gleaming new SUVs rolling off assembly lines in South Africa and Morocco; fleets of second-hand Japanese pickups arriving at Atlantic and Indian Ocean ports; luxury sedans threading through city centers; and battered taxis and minibuses plugging gaps in public transport. When you ask which manufacturer is “taking over” Africa, you’re really asking about multiple markets and multiple value chains: new-car retail, local assembly and exports, the booming used-car trade, commercial vehicles (buses, vans, pickups), and the rising (but still nascent) electric-vehicle story. In this post I’ll compare Toyota, Mercedes-Benz and Ford across those dimensions and make a clear call on who’s leading the continent — and why.
Snapshot: what “taking over” actually looks like in Africa
“Taking over” can mean different things:
Dominating volume (most units sold) in major markets like South Africa, Nigeria, Kenya.
Owning the workhorse segments — pickups, minibuses and taxis — that matter to commerce and livelihoods.
Having the largest dealer and service networks (cheap parts and repairability are king).
Controlling used-car flows — a massive informal industry in which Japanese-built Toyotas play an outsized role.
Winning the premium and commercial vehicle segments (brand prestige, buses, vans).
Investing in local production and exports (value capture, jobs).
Positioning for the future (EVs, hybrids, connectivity).
Across these metrics, the picture isn’t black-and-white. But there’s a clear leader in volume and ubiquity — and two specialists that are dominant in their own lanes.
Toyota: the everyday king of African roads
If you look at African streets, rural tracks, mining sites and city fleets, Toyota is everywhere — and there are several reasons.
1. Ubiquity through new sales and local presence.
Toyota consistently posts strong market share in Africa’s largest automotive market: South Africa. Recent data from Toyota South Africa and market reports show Toyota maintaining around a quarter of the new-vehicle market there (figures advertised by Toyota put its share in the mid-20s percent range). That kind of share in the continent’s biggest industry hub translates into powerful regional influence.
2. Workhorses: pickups, Hiace/Toyota-type minibuses and rugged models.
The Hilux, Land Cruiser/Prado family and HiAce derivatives are immensely popular — for good reason. They’re reliable, mechanically simple, easy to maintain, and designed to cope with heavy loads and rough roads. Those traits make Toyota trucks and rugged SUVs the default choice for agriculture, mining, logistics, NGOs, security services and taxi operators across many African countries.
3. The used-car engine.
A massive part of African car ownership is fed by used-car imports (especially from Japan). Toyota models — Corolla, Hilux, Land Cruiser — dominate these shipments because they hold value, last long, and have well-understood servicing needs. Exporters such as large Japanese used-car traders have essentially made Toyota the backbone of second-hand vehicle fleets across Eastern, Southern and parts of West Africa. That used-car pipeline multiplies Toyota’s influence well beyond new-car sales.
4. Dealer and parts networks.
Because Toyota sells so many vehicles (new and used), a commercial aftermarket — mechanics, spare parts traders, body-shops — grows to support it, creating a virtuous cycle: buyers choose Toyotas because parts are plentiful and affordable; parts are plentiful because Toyotas are everywhere.
5. Technology strategy: hybrids now, EVs later.
Toyota’s approach in Africa has been cautious but pragmatic. They’ve been leaders in hybrids (which suit markets with patchy charging infrastructure) and have signaled plans to introduce fully electric models in markets such as South Africa in the coming years — initially as imports with possible local localization later. This staged strategy aligns with African infrastructure realities (grid reliability, charging networks) while protecting Toyota’s dominant internal-combustion and hybrid business in the near term. Bottom line on Toyota: It combines breadth (high market shares in key markets), depth (dominance in workhorse segments and in the used-car flows), and an entrenched service ecosystem. For sheer presence on African roads today, Toyota is the strongest single brand.
Ford: the pickup and export champion
Ford isn’t necessarily trying to be the brand of every taxi driver or farmer — it has carved a different but powerful niche.
1. Ranger success and export muscle.
Over the last few years Ford South Africa has shown impressive results, driven by the Ranger pickup. Ford reported strong domestic sales and record exports for the Ranger platform — the model remains a top seller in the midsize-pickup segment and is an important export from South Africa to other regions. Recent company reports show Ford South Africa sold tens of thousands of units and that Ranger continues to be a high-volume model. Those export volumes also mean Ford’s footprint spreads across African importers dependent on South African production.
2. Heavy focus on the pickup lifestyle.
Ford’s Ranger (and previously the Everest/Territory SUVs) are engineered to appeal to both commercial users and private buyers who want a rugged, comfortable pickup. In many markets where double-cab pickups are status and utility vehicles rolled into one, Ford competes neck-and-neck with Toyota.
3. Manufacturing and jobs (South Africa hub).
Ford continues to invest in manufacturing and exports from South Africa, and its production capacity supports both domestic sales and exports. That makes Ford a significant industrial player in Africa’s manufacturing landscape even if its pan-continental retail footprint is smaller than Toyota’s.
4. Niche vs mass market.
Compared to Toyota, Ford’s reach across entry-level sedans and compact cars in Africa is more limited; Ford’s strength is concentrated in pickups, SUVs and certain commercial vehicles. That concentration is both a strength (dominance in a lucrative segment) and a constraint (less penetration in low-cost mass segments).
Bottom line on Ford: In pickup culture — and as a South African export powerhouse — Ford punches above its weight. It’s not the most ubiquitous across every African street, but where midsize pickups matter, Ford is a front-runner.
Mercedes-Benz: luxury, vans and commercial prestige
Mercedes plays a different game: prestige and commercial vehicle leadership rather than mass market volume.
1. Luxury brand with concentrated demand.
Mercedes-Benz dominates many premium segments among affluent buyers, corporate fleets, government procurement, embassies, and upper-tier ride services. Its sedans, SUVs and high-end buses are status symbols that appeal to a relatively small but influential segment of buyers.
2. Vans and commercial vehicles (Sprinter, Vito).
Mercedes’ Sprinter and other commercial vans are popular as shuttles, ambulances, luxury minibuses and corporate transport. In many African cities, the Sprinter platform is the go-to for high-capacity, long-distance transport — a profitable niche that combines brand reliability with heavy commercial use. Mercedes has dedicated van operations in South Africa and a presence across dealer networks for these commercial platforms.
3. Global strength, local limits.
Mercedes-Benz Group’s global volumes are huge, but that scale doesn’t automatically translate to market share in the low-cost segments of Africa. The company does, however, benefit from being the aspirational brand that governments and corporations rely on for safe, high-spec vehicles (including armored variants), and it competes in electric and hybrid luxury segments where European brands often lead.
4. Aftermarket and cost barrier.
The brand’s engineering sophistication and higher parts cost can be a hurdle in many African markets where affordability and simple serviceability are decisive. Mercedes remains prominent but concentrated among buyers who can afford premium TCO (total cost of ownership).
Bottom line on Mercedes: The brand “takes over” the premium and commercial shuttle/bus segment rather than the entire market. It’s influential where money and status matter, but not the mass market volume leader.
Cross-cutting trends changing the race
No brand acts in a vacuum. Several continent-wide forces shape how Toyota, Ford and Mercedes perform:
1. Used-car imports amplify certain brands.
Large exporters of Japanese used cars (e.g., BE FORWARD and other brokers) steadily supply Toyota models, reinforcing Toyota’s ubiquity in markets that import second-hand vehicles. That pipeline is central to vehicle access in many countries and benefits brands with strong used-car reputations.
2. Local production hubs matter.
South Africa (and increasingly Morocco and Egypt) is the continent’s industrial hub for automotive manufacturing and exports. Brands with assembly or manufacturing bases there (Toyota, Ford, Mercedes among others) gain advantages in export logistics, parts supply and government incentives — but rising imports (including from China) and falling localization levels are squeezing margins and policy levers. Recent reporting highlights the pressure on South Africa’s auto sector from imports and a decline from target production goals.
3. Chinese competition is accelerating.
China’s carmakers are expanding into Africa with low-cost new vehicles, and that could erode the value advantage of used-imports or challenge local production if tariffs and industrial policy don’t protect domestic manufacturing. This is already reshaping bargaining power for all legacy global brands.
4. Electrification is coming — but slowly.
EV adoption in Africa faces structural hurdles (charging infrastructure, grid reliability, import duties). Luxury buyers (where Mercedes, BMW, Volvo compete) will lead EV purchases; large brands (including Toyota) are taking a cautious, hybrid-first approach. Toyota’s public plans to introduce EVs into markets like South Africa in a phased manner reflect the uneven readiness of African markets for electrification.
So — which brand is “taking over” Africa?
If we define “taking over” as most ubiquitous, most relied upon for everyday transport and commerce across the continent, the answer is Toyota.
Why? Because Toyota:
Holds consistently high market shares in major markets (e.g., mid-20% in South Africa) and a dominant position in the workhorse vehicle categories that underpin African mobility (pickups, durable SUVs, minibuses).
Benefits disproportionately from the used-car import economy (Japanese used Toyotas are everywhere), which expands Toyota’s real footprint far beyond new-car registrations.
Has the dealer, parts and service ecosystem that keeps older vehicles on the road — an economic advantage that compounds market share over decades.
That’s not to say Ford and Mercedes aren’t powerful. Ford is taking over the pickup segment in many ways, especially via Ranger exports from South Africa and strong Ranger volumes. Mercedes is taking over the premium and high-spec commercial van/bus niches, and its vehicles dominate certain fleet and government contracts. In short, Toyota dominates mass and workhorse mobility; Ford dominates the midsize-pickup export/segment; Mercedes dominates premium and some commercial niches.
What each brand needs to do next in Africa
Toyota
Continue hybrid leadership while planning for scalable EV strategies that match the patchwork of African infrastructure (grid reliability, urban charging).
Localize more components where feasible to lower costs and fortify against Chinese competition.
Ford
Leverage Ranger’s export hub to expand regional assembly and aftersales in West and East Africa.
Push financing and fleet services to capture commercial purchasers who need total-cost solutions.
Mercedes-Benz
Localize service offerings (more affordable maintenance plans and certified used programs) to expand beyond a small affluent customer base.
Promote commercial van logistics solutions (leasing, conversion centers) to exploit Sprinter’s popularity in transport and logistics.
What buyers, fleet managers and policymakers should watch
For African buyers:
If you want resilience, low running costs and widespread serviceability — a Toyota (new or well-specified used) is hard to beat. If you need a midsize pickup for heavy commercial use and you can get a robust local support network, the Ford Ranger is an excellent alternative. If you need prestige or high-spec corporate transport, Mercedes remains the benchmark.
For fleet operators and logistics companies:
Consider lifecycle cost (not just sticker price): parts availability, fuel economy, resale value, and access to certified technicians should drive purchasing. Manufacturer financing and after-sales packages will be decisive.
For policymakers and industrial strategists:
Local production hubs (South Africa, Morocco, Egypt) are critical for the continent’s jobs engine — but they face headwinds from rising imports and unclear localization progress. Policies that balance consumer access to affordable vehicles (including used imports) with incentives for local assembly and component manufacturing will shape which brands “win” in the long run. Recent reporting highlights these pressures on South Africa’s automotive sector and the need for policy action.
Final verdict (short version)
Most ubiquitous and influential across everyday African mobility: Toyota (mass market, used imports, workhorse vehicles).
Most dominant in midsize pickups and export volumes from South Africa: Ford (Ranger leader).
Most dominant in premium and certain commercial van/bus niches: Mercedes-Benz (luxury & Sprinter/van leadership).
Closing thoughts
Africa is not a single market — it’s many markets layered together. Which car “wins” depends on whether you’re talking about village farmers, Lagos ride-hailing fleets, South African export assembly lines, or Nairobi minibuses. But if the question is who is most deeply woven into the continent’s mobility fabric today — counting fresh new cars, used imports, aftermarket parts and the millions of kilometers driven by work trucks and taxis — Toyota is the company that has, so far, taken over the streets, shops and supply chains of Africa.
Country-by-country breakdown
1) South Africa — Toyota (overall leader); Ford strong in pickups; Mercedes strong in premium
South Africa is the continent’s automotive hub. Toyota consistently posts the largest share of new-vehicle sales (around the mid-20% range) driven by heavy demand for the Hilux, Fortuner/Prado family and commercial models; Toyota’s dealer/aftermarket network is extensive. Ford is a major player especially because the Ranger is a top-selling pickup and large volumes are produced and exported from South Africa. Mercedes holds strong in the premium and commercial-van segments (Sprinter/Vito) but sits behind Toyota on mass volume.
2) Nigeria — Toyota (market leader), local brands & Chinese entrants growing
Nigeria’s new-vehicle market has been volatile, but Toyota remains the dominant brand by share (around mid-20%+ in recent reports), led by Hilux/Hilux derivatives and durable SUVs used in business and government fleets. Local assemblers and Nigerian OEMs (e.g., Innoson) and Chinese brands have been gaining ground recently, but Toyota’s dominance is reinforced by the large used-Car pipeline and brand reputation for durability.
3) Kenya — Toyota and Isuzu duel for top spots; Toyota strongly present
Kenya’s market is shaped by pickups, SUVs and commercial vehicles. Historically Isuzu (D-Max) and Toyota (Hilux, Land Cruiser Prado, Probox) have battled for leadership; recent data shows Toyota gaining ground and taking several of the top-selling model slots, while Isuzu remains strong in commercial/light-truck segments. Affordability and parts/access to service keep Toyota competitive.
4) Egypt — Local leaders vary; Chinese and mass-market brands competitive (Chevrolet, Nissan, Chery, Hyundai)
Egypt is a larger North African market with rapidly shifting brand rankings. Recent H1 figures show strong growth and leaders include Chevrolet, Nissan, Chery and Hyundai depending on model segments and government procurement — Toyota is present but does not dominate Egypt the way it does in many sub-Saharan markets. The market is diversified and sensitive to local assembly and pricing.
5) Morocco — Dacia / Renault and European brands lead; Toyota present but not dominant
Morocco’s auto industry is heavily integrated with European manufacturing (Renault, Dacia, Peugeot, Volkswagen), and those brands often top passenger-car rankings. Morocco is also a growing manufacturing/export hub (EV and compact car assembly). Toyota sells in Morocco but European marques lead new-car registrations in many segments.
6) Tanzania — Toyota (clear leader); Ford and Isuzu also visible
Tanzania’s market data shows Toyota as the top brand (around mid-20% share), driven by Hilux, Land Cruiser variants and a large second-hand import market. Isuzu and Ford are the next most visible players, especially in commercial/light-truck segments. Toyota’s parts availability and used-car flows help it lead.
7) Uganda — Toyota dominates (very high share)
Uganda’s vehicle fleet is heavily Toyota-centric: multiple sources show Toyota with very high market share (figures vary by dataset; older official/industry counts put Toyota well over 50% of market holdings in some years). Popular Toyota models include the Hilux, Land Cruiser and passenger models used as taxis and NGO vehicles — reliability and the used-car import pipeline are key drivers.
8) Ghana — Mixed: Toyota strong but other brands matter (Suzuki/Chinese brands growing)
Ghana’s market is smaller but growing; Toyota is a recognized brand and performs well in pickups and SUVs, although the market sees notable presence from Suzuki and growing Chinese brands. Industry research shows the Ghana market is expanding and brand shares can shift quickly as imports and local financing change.
9) Ivory Coast (Côte d’Ivoire) — Suzuki and Toyota share top positions; Toyota important in workhorse segments
Ivory Coast’s new-car registrations recently show Suzuki models very strong (e.g., Dzire), but Toyota remains a critical supplier for commercial, SUV and pickup needs. Toyota is also investing in assembly interest/agreements in West Africa, reflecting its strategic focus on local presence.
10) Algeria — Market dominated by a mix of European, Chinese and regional brands; Toyota present but not always top
Algeria is one of Africa’s larger markets (by vehicle stock) and brand rankings fluctuate; the market has seen big year-on-year swings. Recent reports show declines in 2025 H1 volumes and a competitive brand mix — local policies, import rules and government procurement strongly influence brand success in Algeria. Toyota is present and important in some segments, but European and regional brands also compete strongly.
Cross-country takeaways (short)
Toyota leads in most sub-Saharan markets (South Africa overall volumes aside) and is the single most ubiquitous brand across East Africa (Kenya, Tanzania, Uganda), Nigeria and large parts of Southern Africa — thanks to Hilux/Land Cruiser/Hilux-family models and a huge second-hand import pipeline.
Ford’s strongest presence is in South Africa and in the midsize-pickup segment (Ranger) — Ford benefits from South African production and exports that push Ranger volumes across the continent.
Mercedes occupies premium and commercial niches (buses, Sprinters, corporate fleets), but it’s not a mass-market leader except among wealthy or institutional buyers.
North African markets (Morocco, Algeria, Egypt) show different leaders — European and Chinese brands often lead there; local assembly and trade ties with Europe shape those markets more than the Japanese used-car flow that dominates much of sub-Saharan Africa.
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