Market Evolution: New Entrants Diversify SA Automotive Retail as Utility and Value Take Centre Stage
SALM TEAM 
Latest demand data shows attainable volume brands gain traction and market share, but certain premium offerings from legacy brands remain in high demand.
The South African automotive retail sector is currently undergoing a strategic transformation. This shift is being driven by a clear rebalancing between established premium preferences and a surge in attainable volume offerings. According to the latest demand chart from Cars.co.za, which measures the share of leads on vehicles younger than five years with less than 200,000 kilometres, the market is maturing to meet the dual needs of financial practicality and lifestyle-focused utility.
A Story of Market Rebalancing
The latest data reveals that the primary shift in the market is driven by value – and that extends even to the premium luxury segment. The movement of certain high-end names out of the top rankings is a result of a flooded market, as a wave of new volume brands enters to meet the needs of consumers under increasing financial pressure.
Top 50 Brands: Stability and Expansion
While the top seven brands have maintained their positions, the broader list reflects a significant influx of new players:
● The Rise of Attainable Brands: Jetour staged the most dramatic rise, vaulting from 44th to 22nd place. Chery (13th) and Omoda (20th) also saw substantial gains, with MG (38th) and BYD (40th) now firmly within the Top 50.
● Established Resilience: Of the established leaders, Toyota and Suzuki continue to grow their lead share, signalling a consistent move towards brands that offer perceived value and reliability.
● Ranking Displacement: The absence of niche luxury brands like Ferrari, Lamborghini, or McLaren from the Top 50 is due to the sheer volume of new mass-market entrants pushing the ranking threshold higher, rather than significantly shrinking lead share.
Premium Preference: SUVs and Bakkies Rule the Top End
Despite the growth in the budget sector, South Africans demonstrate a clear and resilient preference for high-end utility and lifestyle vehicles:
● High-End Icons: The Toyota Land Cruiser Prado (up 24 places) and Toyota Land Cruiser 79 (up 19 places) show that premium demand remains localised in the SUV and bakkie segments. Another stand-out performer is the Land Rover Defender.
● Mid-size Revolution: A major battlefield in the South African market, the traditional brands have lost traction in comparison with Chinese arrivals – Chery’s Tiggo 8 Pro, which surged 33 positions to record the biggest single-year gain in the Top 100, confirms this.
● Bakkie Dominance: The Toyota Hilux has reclaimed its status as the nation’s most wanted bakkie, while the GWM P-Series rose 16 slots to 24th, further cementing it as a credible bakkie alternative.
The Value Perspective
At the volume end of the market, the “mechanical twins” of the Suzuki Ertiga (5th) and Toyota Rumion (11th) now command a combined lead share equivalent to the third-placed Ford Ranger. This highlights a major trend: in an environment where consumers are under pressure, they are gravitating towards practical, multi-purpose vehicles that deliver maximum utility per Rand.
What It Means
The latest demand chart from Cars.co.za indicates a market undergoing a fundamental transformation through diversification. Success in the current climate depends on understanding this rebalancing, meeting the high-end demand for rugged luxury while capturing the growing segment of consumers looking for attainable innovation and value.
About Cars.co.za
Cars.co.za is one of South Africa’s leading online automotive platforms, connecting car buyers with sellers and providing comprehensive resources for all automotive needs.
Diana Kinyanjui 
