Juanita Pienaar spoke with Richard Cox, Managing Director of CFAO Equipment, about the evolution, strengths, and strategic focus of Toyota Material Handling as it celebrates four decades in the South African market.
A legacy built on innovation and service
Toyota Material Handling, a division of CFAO Equipment, has stood as a market leader in the South African material handling sector for four decades - a position underpinned by a reputation for reliability, innovation, and customer-centric service. As the company marks this 40-year milestone, it continues to raise the benchmark for the industry, delivering cutting-edge solutions tailored to the evolving needs of businesses across sectors.
“We’re incredibly proud of this achievement,” says Richard Cox, Managing Director of CFAO Equipment. “Toyota Material Handling has been the preferred partner for countless companies in South Africa over the past 40 years, and our commitment to excellence remains as strong as ever.”
The journey has been one of constant evolution, expanding the product range, deepening aftersales support, and embracing technology to keep pace with an increasingly competitive logistics and warehousing environment.
A trusted name under a powerful group
As a division of CFAO Equipment, Toyota Material Handling operates within a robust organisational framework. CFAO Equipment itself is part of the broader CFAO Group, wholly owned by Toyota Tsusho Corporation, which in turn is a key member of the Toyota Group of Companies. This layered ownership structure enables Toyota Material Handling to leverage global best practices while remaining firmly embedded in the local landscape.
“Our connection to the Toyota Group ensures that we can offer the quality, durability, and performance that the Toyota brand is known for globally,” says Cox. “But equally important is our local presence. We understand the unique challenges and opportunities in the South African market, and we tailor our solutions accordingly.”
Comprehensive, customised solutions
The Toyota Material Handling brand represents more than just a range of forklifts. Its product offering includes a wide variety of materials handling solutions from electric pallet trucks and stackers to high-capacity diesel and electric forklifts. All products are designed to meet the demands of operations across manufacturing, logistics, agriculture, warehousing, and retail.
“What sets us apart is our ability to deliver integrated, end-to-end solutions,” Cox explains. “We don’t just sell equipment. We work closely with our customers to understand their business operations, workflow, and logistical pain points. This enables us to recommend and implement equipment that fits perfectly into their supply chain strategy.”
Toyota Material Handling places strong emphasis on machine reliability and lifecycle value. Their equipment is engineered to be robust and efficient, requiring less maintenance and delivering excellent fuel economy or battery performance.
Powered by people
People are central to the success of Toyota Material Handling. From technical staff to sales teams and support personnel, the company prioritises skills development, safety, and long-term relationship-building.
“Our strength lies in our people,” Cox affirms. “Our teams are highly trained, knowledgeable, and committed to delivering world-class service. Whether we’re supplying a single pallet jack or a fleet of forklifts, our customers receive the same level of attention and care.”
This ethos of support is reflected in the company’s extensive aftersales network. With branches and service centres strategically located across the country, Toyota Material Handling ensures quick response times and ongoing technical assistance. Customers also benefit from tailored service contracts, mobile support units, and a deep stockholding of genuine parts.
“Our nationwide footprint enables us to provide rapid assistance whenever and wherever it’s needed,” says Cox. “It’s not just about selling machines, it’s about keeping our customers up and running.”
Driving digital transformation
Like most sectors, material handling is being reshaped by digital technology. Toyota Material Handling has embraced this shift with a focus on smart fleet management, telematics, and automation.
“Digital transformation is a priority for us,” Cox explains. “We’re seeing increasing demand for data-driven insights that help customers optimise fleet usage, reduce downtime, and improve safety.”
Through smart systems, customers can monitor their equipment in real-time, tracking usage, identifying inefficiencies, and scheduling proactive maintenance. This approach enhances both operational performance and asset longevity.
Additionally, Toyota Material Handling offers semi-automated and fully automated solutions for high-throughput warehousing environments, allowing clients to scale up their operations without increasing headcount or compromising on safety.
Sustainability and efficiency
Toyota Material Handling is also committed to environmental responsibility, offering a growing portfolio of electric and hybrid machines that align with corporate sustainability targets. Their electric forklifts are particularly popular among clients looking to reduce emissions and lower long-term operating costs.
“As sustainability becomes a key business priority, we’re helping our clients transition to cleaner technologies,” says Cox. “Our electric range offers the same strength and reliability as internal combustion models but with reduced environmental impact.”
The company also takes its own environmental footprint seriously, with ongoing efforts to minimise waste, reduce energy usage, and promote recycling at all operational levels.
Looking ahead: continued leadership
With 40 years behind it, Toyota Material Handling is not resting on its laurels. The company remains future-focused, committed to innovation, operational excellence, and expanding its customer base across industries.
“We’re not just celebrating a milestone,” Cox concludes. “We’re using it as a springboard for what comes next. The logistics sector is changing rapidly, and we intend to stay at the forefront by listening to our customers, adapting to the market, and staying true to the Toyota philosophy of continuous improvement.”
As South Africa’s supply chains become more complex and the demand for responsive, reliable equipment grows, Toyota Material Handling is poised to lead the next chapter of progress, equipped with four decades of expertise, a world-class brand, and an unwavering commitment to customer success.
