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Volkswagen of South Africa Aims to be Market Leader

February 13, 2013

Volkswagen of South Africa (VWSA) aims to be a “total market leader in the medium term,” emulating the ambition of its German parent company, according to a report in Engineering News.

According to the report Volkswagen’s representation in the light commercial market remains problematic for the company, since it is being outpaced Toyota South Africa.

Volkswagen is South Africa’s top-selling passenger car brand, according to the automaker, with the brand boasting a 18.7 percent share of the passenger car market in 2012.

At group level, Volkswagen and Audi achieved a 22.5 percent share of the passenger car market in 2012, with Hyundai and Kia second at 16.8 percent, and Toyota and Lexus at 15.2 percent, according to Volkswagen South Africa.

On the commercial side, Volkswagen introduced the Amarok one-ton bakkie in 2010. Amarok sales continue to hover at around 300 to 500 units a month, compared with Toyota’s Hilux selling between 2,200 and 3,000 units a month.

VWSA’s other commercial vehicle competitors are the T5 minibus, Crafter van, and Caddy small van.

South Africa is Volkwagen’s 11th largest market in the world and has the fourth highest country market share in the group, according to the automaker.

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