South African car buyers are placing more weight on fuel use, monthly costs and value as economic pressure reshapes the vehicle market. AutoTrader says Chinese brands, Toyota and smaller cars are gaining ground, while several premium marques face weaker demand on its platform.
At the same time, fuel-price shocks have pushed more motorists to consider electric and hybrid options. However, high purchase prices continue to limit mass adoption.
South African Car Buyers Put Value First
AutoTrader CEO George Mienie told News24 that consumers have become more practical about vehicle purchases. He said running costs now carry more weight than brand loyalty, with buyers increasingly choosing smaller cars and models that offer more features at lower prices.
AutoTrader’s June platform data showed Chinese-brand sales rising 47% year-on-year. Toyota sales increased 3%, while Suzuki Swift sales rose 30%. By contrast, Mercedes-Benz sales fell 14%, BMW declined 4% and Volkswagen dropped 5%, according to the News24 report.
“The average consumer is no longer brand loyal,”
Mienie said.
He added that many shoppers still search for established brands but later purchase a more affordable vehicle.
Chinese Brands and Toyota Gain Ground
Official new-vehicle data supports the broader move towards accessible models, although it measures a different section of the market. Naamsa recorded 54,482 domestic vehicle sales in June 2026, up 15.3% from June 2025.
Toyota led manufacturers with 12,417 units. Suzuki followed with 5,689, while Volkswagen recorded 5,613. Chinese manufacturers also posted notable volumes: GWM sold 2,608 vehicles, Chery 2,602 and Jetour 2,054.
AutoTrader’s rankings showed the VW Polo Vivo as June’s top-selling passenger car. However, the Chery Tiggo 4 Pro placed second, while the Haval Jolion, Suzuki Swift and several Toyota crossovers also featured in the top 10.
EV Interest Rises as Fuel Costs Bite
AutoTrader reported a sharp rise in enquiries for electric vehicles after fuel prices increased. However, EVs still represented only a small share of total dealer enquiries on the platform, indicating that upfront prices remain a major barrier.
More Affordable EVs Enter the Market
Lower-cost models are starting to narrow that gap. AutoTrader lists the Geely E2 from R339,900 and the BYD Dolphin Surf from R341,900.
Mienie said EVs need to reach roughly the R400,000 mark while offering similar value to petrol or diesel cars. For now, hybrids may offer a practical middle ground because motorists can reduce fuel use without relying fully on public charging.
As more affordable models enter South Africa, price, running costs and resale confidence will determine whether growing interest results in sustained sales.
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