Remember Daihatsu? Well, Toyota SA Motors has hinted it could leverage this “value-focused” brand’s products, while also confirming the high-end Century marque is on the cards…
- Toyota SA Motors eyeing Daihatsu models
- Daihatsu brand quit Mzansi back in 2015
- High-end Century marque also on cards
A high-ranking Toyota South Africa Motors executive has hinted that products from Daihatsu – a small-car specialist that exited Mzansi back in 2015 – could return to SA in some shape or form, while separately promising to “push hard” to bring the high-end Century brand to local roads.
Leon Theron, Senior Vice President of Sales & Marketing for Toyota SA Motors, made the comments during the Japanese firm’s recent State of the Motoring Industry (SOMI) 2026 event in Gauteng.
“No news to most of you that we [Toyota Motor Corporation] own Daihatsu. We would really like to get more involved now in Daihatsu in the South African context [to] give us an affordable option as a brand that we will definitely be investing in going into the future,” Theron said, without going into further detail.
It remains to be seen whether the Japanese giant’s local division plans to bring in Daihatsu as a standalone brand or simply offer selected Daihatsu products rebadged as Toyota vehicles (as it once did with the Ayla-based Toyota Agya and Terios-based Toyota Rush, for instance).
Either way, it will be interesting to see how Toyota SA Motors positions any such products considering the success of its global alliance with Suzuki (which, like Daihatsu, is regarded as a something of a small-car specialist). Remember, Toyota’s local passenger-car line-up currently features several strong-selling budget vehicles based on Suzuki models and sourced from India (think Vitz, Starlet, Starlet Cross and Rumion).
As a reminder, Daihatsu – which made its first (fairly brief) appearance in South Africa in the early 1980s, before returning in 1993 – last exited South Africa at the end of March 2015 at the directive of the brand’s head office in Japan. Models such as the Charade, Copen, Materia, Terios and Sirion were offered locally.
During its last stint in South Africa, the “value-focused” brand was imported and distributed by Imperial, with no involvement from Toyota. For the record, in August 2016, Daihatsu became a wholly owned subsidiary of the Toyota Motor Corporation. Currently, its main markets include Japan, Indonesia and Malaysia.
At the other end of the scale, Theron said Toyota’s now-standalone Century luxury brand – which was presented globally in October 2025 and is positioned above Lexus – was also on the cards for South Africa.
“Century is now a core brand [in the broader Toyota group]. Century was always only sold in the Japanese domestic market. It will now be available globally and we will really push hard to get this brand into South Africa. This is a very high-end brand and volume is not a discussion here. It’s not a brand that we will push on volume,” Theron emphasised.
Frequently Asked Questions (FAQ) About Daihatsu and Century in South Africa
Q: Is Daihatsu officially returning to South Africa as a standalone brand?
A: Not necessarily. While Toyota SA Motors (TSAM) confirmed at the SOMI 2026 event that it intends to leverage the Daihatsu brand for more affordable options, it remains to be seen if the badge itself will return. Toyota may continue its current strategy of “badge-engineering”, where Daihatsu-developed models (like the previous Agya and Rush) are sold under the Toyota nameplate.
Q: What is the Century brand and why is it potentially coming to Mzansi?
A: The Century is Toyota’s ultra-luxury flagship, historically reserved only for the Japanese Imperial family and top executives. It is now being launched as a standalone global brand positioned above Lexus. Toyota plans to bring it to South Africa to compete with the likes of Bentley and Rolls-Royce, focusing on prestige over volume. The range now includes both a stately sedan and a high-riding luxury SUV.
Q: Why would Toyota bring back Daihatsu products now?
A: As new vehicle prices in South Africa continue to rise, there is a massive gap in the “budget” sector. Toyota currently uses Suzuki-sourced models (like the Starlet and Rumion) to fill this need, but owning Daihatsu outright gives Toyota more control over its own entry-level supply chain. This move would allow Toyota to offer competitive, high-quality small cars tailored for emerging markets.
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