Halfway Toyota

What Halfway Toyota does

Halfway Toyota is a division of the Halfway Group, a family-owned South African automotive retail group founded in 1965 (originally as Saunders Garage) and controlled by the Baikie family. The group operates more than 40 franchised dealerships across South Africa and Botswana, representing 13 vehicle marques — Toyota (9 dealerships, the flagship brand), Hino, Ford, Hyundai, Lexus, MG, BYD, Honda, JAC, Omoda & Jaecoo, Geely, Chery and iCAUR — with Toyota/Lexus/Hino accounting for the largest share. Botswana operations were established in 2013.

The group monetises vehicles across the full ownership lifecycle: new vehicle sales, used vehicle sales (via the HeyHalfway used-car concept launched in 2020), manufacturer-authorised service and parts, in-house finance and insurance brokerage, and short-term rental (Halfway GO). Beyond core automotive retail, the group has diversified into adjacent verticals including renewable energy (Renu Solar), IT services, security, cleaning and fleet rental, suggesting a deliberate effort to build revenue streams decoupled from new-vehicle cyclicality.

The primary customer base is retail consumers and small businesses across South Africa and Botswana, with some enterprise exposure in the minibus-taxi, rental, and renewable-energy segments. The group has accumulated industry recognition including multiple Toyota, Hino and Lexus Dealer of the Year awards, and was the first dealer group to win all three in the same calendar year (2022), underscoring OEM relationship strength. Public revenue figures and consolidated financials are not disclosed.

Name

Halfway Toyota

Legal name

Halfway Group Holdings (PTY) LTD

Website

https://halfwaygroup.co.za

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

101–250 employees

Short description

Halfway Toyota is the flagship division of the Baikie family's Halfway Group, a family-owned South African automotive retailer operating 40+ franchised dealerships across South Africa and Botswana, representing 13 marques led by Toyota, and serving retail and small-business customers with new and used vehicle sales, service, parts, finance, insurance and rental.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealerships

NAICS

Automobile Dealers (4411), Automotive Parts, Accessories, and Tire Retailers (4413), Other Motor Vehicle Dealers (4412)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Luxury Sedan & Executive Car Rentals (THADAMAB)

akta.pro secondary industries

Maintenance, service & repair (MSR) parts distribution (filters, belts, hoses, wipers, fluids) (CRAOANAB), Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF)

Keywords

• New vehicle sales
• Used vehicle sales
• Automotive dealerships
• Vehicle servicing parts
• Vehicle finance insurance

Headquarters

HQ city

Park Rynie

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new vehicles through multiple franchise dealerships representing Toyota, Hino, Ford, Hyundai, Lexus, MG, BYD, Honda, JAC, Omoda & Jaecoo, Geely, Chery, and iCAUR brands across South Africa and Botswana.
2. Used Vehicle Sales: Sale of pre-owned vehicles through multiple used car programs including Automark (Toyota certified), HeyHalfway, Halfway Ford Group, and Hyundai H-Promise used vehicles.
3. Vehicle Service and Parts: Aftermarket service, maintenance, and parts sales for vehicles sold through the dealership network.
4. Finance and Insurance Services: Vehicle financing and insurance products through Aston Financial Services, Halfway Finance, and Scottfin Insurance Brokers, providing financial solutions to taxi and renewable energy industries.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Halfway Toyota is a multi-location Toyota franchise dealership brand within the Halfway Group, operating nine showrooms across South Africa and Botswana that sell new Toyota vehicles, certified pre-owned vehicles under the Automark programme, and provide manufacturer-approved servicing, parts, and accessories. The brand is the flagship of a diversified group that also retails Hino, Ford, Hyundai, Lexus, MG, BYD, Honda, JAC, Omoda & Jaecoo, Geely, Chery, and iCAUR vehicles alongside finance, insurance, rental, and reconditioning services.

Product overview

Halfway Toyota is part of the Halfway Group, a diversified automotive dealership group established in 1965 with operations spanning South Africa and Botswana. The core product offering is a multi-brand vehicle dealership portfolio consisting of new vehicle sales (Toyota, Hino, Ford, Hyundai, Lexus, MG, BYD, Honda, JAC Motors, OMODA & JAECOO, Geely, Chery, iCAUR), complemented by certified pre-owned programs (Automark, HeyHalfway, Ford Quality Approved, Hyundai H-Promise). Supporting services include vehicle maintenance/repair (HeyHalfway Reconditioning Centre), financial services (Halfway Finance, Scottfin Insurance, Aston Financial Services), vehicle rentals (Halfway GO), IT solutions (ScottNet), and ancillary services (Renu Solar, Gladiator Security, GOTYA Protection, Bushtrackers 4x4, Fairies Cleaning). The portfolio is structured around the flagship Toyota brand with multiple dealership locations alongside diversified supplementary services.

Differentiator

Problem solved

Functional benefit

Brands

• HeyHalfway: Used car sales brand and new dealership concept launched in 2020. Also includes HeyHalfway Reconditioning Centre for vehicle collision repairs and reconditioning services.
• Automark
• Halfway Finance
• Scottfin Insurance
• ScottNet
• Halfway GO
• Aston Financial Services
• On Track To Better

Products and services

• Halfway Toyota Dealerships Multi-location Toyota franchise brand within the Halfway Group offering new Toyota vehicle sales, manufacturer-approved servicing, parts, accessories, and certified pre-owned Automark vehicles across nine dealerships including Chobe, Fourways, George, Honeydew, Howick, Malanda, Ngami, Ottery, Scottburgh, Shelly Beach, Port Shepstone, and Halfway Dennis Toyota. Targeted at individual retail buyers and fleet purchasers across South Africa and Botswana.
• Halfway Ford Dealerships Ford franchise operations at Kuils River, Port Shepstone, and Waterfall offering new Ford vehicle sales, Quality Approved pre-owned vehicles, finance, insurance, vehicle servicing, parts and accessories. Waterfall won Ford SA National Dealer of the Year 2023.
• Halfway Hino Dealerships Commercial vehicle franchise at Honeydew and Shelly Beach representing Hino trucks and buses with sales, service, and parts support. Won Hino Dealer of the Year 3 times, including 2022.
• Halfway Hyundai Dealership Hyundai franchise at Port Shepstone offering new vehicle sales and H-Promise certified pre-owned vehicles with 125-point checks, full service history, and warranty coverage.
• Halfway Lexus Dealerships Luxury Lexus franchise at Pretoria, Fourways, and George offering premium new vehicle sales and service experience. Pretoria won Lexus SA Dealer of the Year 2026; Fourways won Lexus SA Dealer of the Year 2023 and 2026 Lexus SA Financial Services CEO Award.
• Halfway MG Dealerships MG franchise at Port Shepstone, Empangeni, Amanzimtoti, Kuilsriver, and Waterfall offering the British SAIC-backed MG brand of SUVs and electric vehicles.
• Halfway BYD Dealerships BYD (Build Your Dreams) electric vehicle franchise at Richards Bay, The Glen, Soweto, Bryanston, and Fourways, representing the global EV brand focused on innovation in electric mobility.
• Halfway Honda Dealerships Honda franchise at Zululand and Port Shepstone offering new Honda vehicle sales and after-sales service support.
• Halfway JAC Motors Dealerships JAC Motors franchise at Empangeni (Zululand), Port Shepstone, and Fourways offering affordable bakkies and trucks for commercial buyers.
• Halfway OMODA & JAECOO Dealerships OMODA & JAECOO franchise at Durban Central and Port Shepstone representing the modern OMODA brand targeting younger buyers and the JAECOO brand for elegant, rugged adventure luxury.
• Halfway Geely Dealerships Geely franchise at Tygervalley, Empangeni, and Amanzimtoti representing the forward-thinking global automotive brand with innovative vehicles.
• Chery Tygervalley Dealership Chery franchise at Tygervalley in the Western Cape offering innovative, stylish, value-driven modern SUVs.
• Halfway iCAUR Dealerships iCAUR franchise at Ballito, Durban Central, Fourways, and Tygervalley representing the intelligent mobility brand offering vehicles with advanced technology and next-generation driving experiences.
• HeyHalfway Used Vehicle Brand Modern used car retail concept launched in 2020 offering a contemporary approach to pre-owned vehicle sales across multiple locations and brands.
• HeyHalfway Reconditioning Centre Vehicle damage assessment, collision repairs, corrosion repair, paint repair, and scratch and dent repair services with 11 OEM approvals and accreditations from most major insurance companies. Operates with BASF paint technology to deliver OEM-level finish quality.
• Aston Financial Services Authorised Financial Services Provider (FSP 34439) specialising in vehicle asset finance, risk management, and credit insurance with tailored personal financial packages for vehicle buyers.
• Halfway Finance Financial services provider founded in 2017 offering developmental and consumer credit solutions tailored to the taxi industry and renewable energy sectors, with branch offices in Scottburgh and Hillcrest, KwaZulu-Natal.
• Scottfin Insurance Brokers Authorised Financial Services Provider (FSP 3468) offering personal and commercial short-term insurance; South Africa's leading independent insurance broker to the taxi industry, recognised as a Select Broker by Hollard with binder facilities from multiple insurers.
• Halfway GO Vehicle Rentals Vehicle rental service offering short, medium, and long-term rental solutions for commercial and passenger markets with branches across Gauteng, KwaZulu-Natal, and Western Cape.
• Renu Solar Renewable energy company offering Solar Photovoltaic (PV) projects to commercial, agricultural, and domestic markets with in-house design engineers, project managers, and an installation team.
• ScottNet IT Solutions IT solutions company established in 2002 providing reliable and cost-effective managed IT services with offices in Gauteng, Cape Town, Shelly Beach, and Durban.
• Gladiator Security KZN Security services provider in KwaZulu-Natal offering armed response, unarmed uniformed security, technical services, office security, alarm installations, event security, and alarm monitoring.
• GOTYA Protection Services Security services provider established in 2018 (PSIRA registration 2873917) covering industrial, commercial and retail security including armed and unarmed guards, risk profiling, event security, CCTV, access control, investigations, and debt collecting.
• Bushtrackers 4x4 Experiences 4x4 adventure experiences provider offering off-road driving adventures and experiences.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• BASFcoreStrategic or Co-development PartnerPartnership with BASF for automotive paint technology, ensuring OEM-level finish quality in vehicle repairs and reconditioning services at HeyHalfway Reconditioning Centre.
• Toyota South AfricacoreChannel Partner/ Reseller/ DistributorFranchise partnership for Toyota vehicle sales, representing the largest brand within the Halfway Group with 9 Halfway Toyota dealerships including 2 in Botswana.
• Hino South AfricacoreChannel Partner/ Reseller/ DistributorFranchise partnership for Hino commercial vehicles, having won Hino Dealer of the Year 3 times.
• Ford South AfricacoreChannel Partner/ Reseller/ DistributorFranchise partnership for Ford vehicles, having won Ford SA National Dealer of the Year 2023.
• Lexus South AfricacoreChannel Partner/ Reseller/ DistributorFranchise partnership for Lexus luxury vehicles, winning multiple Lexus Dealer of the Year awards including 2023 and 2026.
• Hyundai South AfricaminorChannel Partner/ Reseller/ DistributorFranchise partnership for Hyundai vehicles with dealership in Port Shepstone.
• MG Motor South AfricaminorChannel Partner/ Reseller/ DistributorFranchise partnership for MG vehicles, representing a British motoring brand owned by SAIC Motor.
• BYD South AfricaminorChannel Partner/ Reseller/ DistributorFranchise partnership for BYD electric vehicles and mobility solutions.
• Honda South AfricaminorChannel Partner/ Reseller/ DistributorFranchise partnership for Honda vehicles with dealerships in Port Shepstone and Zululand.
• JAC Motors South AfricaminorChannel Partner/ Reseller/ DistributorFranchise partnership for JAC commercial vehicles including bakkies and trucks.
• Omoda & Jaecoo South AfricaminorChannel Partner/ Reseller/ DistributorFranchise partnership for Omoda and Jaecoo vehicles targeting younger generations and adventure seekers.
• Geely South AfricaminorChannel Partner/ Reseller/ DistributorFranchise partnership for Geely vehicles representing a forward-thinking global automotive brand.
• Chery South AfricaminorChannel Partner/ Reseller/ DistributorFranchise partnership for Chery vehicles in Western Cape.
• iCAUR South AfricaminorChannel Partner/ Reseller/ DistributorFranchise partnership for iCAUR vehicles representing innovative mobility solutions.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Group 1 Automotive, Inc. US and UK-based automotive retailer operating over 200 dealerships across 25+ brands including Toyota and luxury franchises. Comparable multi-brand franchise model with similar exposure to Toyota and Lexus as core revenue lines.
• Inchcape plc: London-listed global automotive distributor and retailer operating across multiple emerging and developed markets including Sub-Saharan Africa. Comparable multi-brand automotive distribution model with particular relevance for cross-border dealer operations.
• Sonic Automotive, Inc. US-based automotive retailer with EchoPark used vehicle operations complementing new vehicle franchises. Comparable multi-brand franchise dealer model with parallel used vehicle retail strategy similar to HeyHalfway and Automark programs.
• Penske Automotive Group: Global premium automotive retailer with significant Lexus, Toyota, and luxury brand presence across the US, UK, and Europe. Comparable at the franchise model level with particular overlap on Lexus luxury retail and commercial vehicle brands.
• AutoNation, Inc. Largest automotive retailer in the United States operating over 300 dealerships across 40+ OEM brands. Comparable multi-brand franchise dealership model and ancillary F&I, parts, and service verticals, though at substantially larger US scale.
• Imperial Holdings (Imperial Logistics): Large JSE-listed South African conglomerate with historic automotive retail interests alongside logistics and industrial operations. Comparable at the diversified group level and historically competed in the same dealer space.
• Lithia Motors, Inc. US-based Fortune 500 automotive retailer with global expansion including UK and Latin America operations. Comparable multi-brand franchise dealer model with growing footprint and active M&A-driven network expansion strategy.

Direct peers

• Super Group Limited: JSE-listed South African group with significant automotive retail and fleet management operations. Comparable multi-brand vehicle distribution and dealer operations alongside logistics and fleet services in the SA market.
• Motus Holdings Limited: JSE-listed South African automotive group and the country's largest vehicle distributor and dealer group representing multiple OEMs including Toyota, Hyundai, and luxury brands. Directly comparable as a multi-brand SA dealer group competing for the same franchise relationships and customer base.
• Combined Motor Holdings: JSE-listed multi-brand automotive retailer in South Africa operating dealerships across major OEM brands. Direct competitor in the same domestic market with comparable franchise model and target customer segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/halfwaygroup
• LinkedInlinkedin.com/company/halfway-toyota

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries62 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Halfway Toyota