ON 13 June 2025, Toyota Material Handling, a division of CFAO Equipment, marked 40 years of success as a market leader and preferred supplier of material handling equipment in South Africa at a celebratory event held at The Galleria in Sandton, Johannesburg.
Addressing the gathering, CFAO Equipment MD Richard Cox reflected on the business’s remarkable journey. “From humble beginnings, when our founders took a leap of faith by forging relationships with Toyota in Japan, we set out to transform a small operation into a globally respected distributor. Today, we celebrate four decades of growth, innovation and delivering value to our customers, employees and stakeholders.”
Founding team honoured at Toyota Material Handling milestone event
The event brought together key stakeholders, including two of the company’s original founders, Rob Dutton and Don Bailiff, along with Masahiko Nakagawa from Japan, who played a pivotal role in establishing the business four decades ago.
Cox recounted the company’s origin story: the first step was taken in 1984 when Bailiff, Dutton and the late Sydney Borsook secured the Toyota Forklift franchise and founded Saficon Industrial Equipment (SIE) in South Africa. “It was a bold move in a competitive market, but their passion and determination laid the groundwork for lasting success,” he said.
Crucial to their journey was the support of Nakagawa, then general manager of Toyota Tsusho Corporation’s Forklift Division. Backed by the strength of the Toyota brand, the founding team established a culture and foundation that would enable significant growth in the years to come.
Toyota forklift innovation through the decades
Over the decades, the company introduced successive generations of the iconic Toyota forklift, starting with the 4-Series, followed by the 5-Series in 1987, the 6-Series in 1992, the Series-7 (distinctly named to differentiate it from BMW’s 7-Series), and most recently, the 8-Series in 2007. Each iteration brought groundbreaking innovations focused on enhancing performance, productivity and safety.
A new chapter: Becoming part of CFAO and Toyota Tsusho
In May 2022, the company entered a new chapter with its acquisition by CFAO, a subsidiary of Toyota Tsusho Corporation.
“We’ve found our home,” said Cox. “Our alignment in values and culture, combined with strong support and a shared vision for the future, has allowed us to focus on what we do best. The remarkable results of the past few years are proof of that.
Strong footprint across South Africa and sub-Saharan Africa
“From modest beginnings, we’ve grown to employ over 1 100 people and built a strong footprint across South Africa and sub-Saharan Africa, with 12 dealers and 15 branches, firmly establishing our position as market leader.”
Looking to the future, Cox concluded: “We remain committed to delivering exceptional products and solutions to our valued customers, supported by a dedicated and passionate team, for many years to come.”
