South Africa Auto Industry Recap: AutoTrader Report Reveals Interesting Market Shifts

What do South Africans want in a car? AutoTrader reveals a clear shift: value for money and efficiency are driving car-buying decisions like never before.

2024 was a turbulent year for the South African automotive industry, shaped by various external factors. Shifting market conditions, evolving consumer needs, and changing car shopping behaviours played a role, while interest rate fluctuations, inflation, and unstable fuel prices impacted sales and buyer sentiment.

While 2025 shows positive signs of increased consumer sentiment, the annual AutoTrader Car Industry Report reveals  how things have changed in the automotive industry, with buyers changing their car-buying priorities and focusing on efficiency, value for money, and sustainability.

The automotive landscape in South Africa is evolving at an unprecedented pace, shaped by shifting consumer priorities and external economic factors,” said George Mienie, AutoTrader CEO. “While affordability and value for money have always been key considerations, we’re now seeing a stronger emphasis on efficiency and sustainability influencing buying decisions. The rapid rise of Chinese brands reflects this trend, offering well-equipped vehicles at competitive price points.

Chinese brands have grown significantly in South Africa, challenging established European, Japanese, and Korean marques for market share. Overall, used car searches for Chinese vehicles increased by +112% last year, with Omoda seeing a remarkable +197% increase in consumer interest. While this growth comes from a smaller base, it highlights the brand’s strong upward trajectory in a highly competitive space. 

Advert views on AutoTrader for Chinese vehicles also increased by +88%, while enquiries rose by +183%, suggesting strong consumer intent. Again, it’s worth noting that these gains come from a relatively modest starting point, but they signal a rapidly growing interest in the segment. Indeed, Chinese brands saw a +92% sales increase in the used car market, while used car sales decreased by -2%. Furthermore, the Chinese have also made inroads into the electric vehicle market, with brands like BYD breaching the top 10 used EV sales list. “The presence of Chery, GWM, and Omoda & Jaecoo among the top 15 new car sales brands in December reflects the growing impact of Chinese brands in South Africa,” added Mienie.

More than 663 million searches took place on AutoTrader in 2024, a +42% increase from 2023. This translates to more than 21 consumer searches every second. There have been notable changes in how consumers search for vehicles, with premium vehicles taking a step back for mainstream brands.

By the second half of 2024, BMW had lost its position as the most searched-for carmaker on the used car market. Volkswagen had supplanted the luxury automaker with more than 80 million searches, and BMW had been relegated to second place. It’s worth noting that searches for Toyota, in third place, increased by +12% year over year. 

The Hilux remains the most searched-for model, closely followed by the ever-popular Polo in second place. The Ford Ranger, the Hilux’s closest rival, takes third place. When it comes to variants, South African consumers continue to favour the Golf GTI, underscoring a strong demand for performance and prestige.

While advert views are a good way of gauging what the buying public is interested in or desires, enquiries show what customers are most likely to buy. The top 10 most enquired brands represent 73% of total enquiries, while the top 10 models encompass 26%. 

It’s worth noting that Toyota is the most enquired brand, with more than 385,000 enquiries throughout 2024. Volkswagen and BMW follow the Japanese brand closely. At the same time, on a model level, the Polo led the field with more than 119,000 enquiries alone, underscoring the desire for affordable and practical vehicles in these difficult financial times. The Hilux follows the compact hatchback in terms of model enquiries. 

Further evidence suggests a growing interest in budget-friendly models. The Suzuki Swift is now among the top 10 most enquired models, having moved up an impressive 20 positions since last year. Meanwhile, the Ford Fiesta has dropped off the list, though its absence is likely due to the model no longer being sold new, reducing its availability in the used market.

“Demand for trusted nameplates remains strong as South Africans seek reliability and value in their vehicle choices. Models like the Polo, Hilux, and Ranger remain top picks, reflecting the need for practicality and long-term peace of mind. These insights show how consumer priorities are evolving, prioritising value for money over prestige and luxury,” added Mienie.

According to AutoTrader, in 2024, 358,431 used passenger cars were sold with an average price and mileage of R406,023 and 74,760 km, respectively. Despite the pivot towards more affordable vehicles, on average South African consumers are still purchasing cars that are six years old or younger on average, which suggests a need for longevity and reliability. Toyota is the most sold brand on the used car market, with a 17% market share. 

The Ford Ranger was the most sold model in 2024, retaining its position from 2023. Interestingly, the vehicles on the top 10 most sold model list account for 29% of all cars sold despite representing less than 10% of all the available models sold. It’s also worth noting that the Ford Ranger is the best-selling used model in all provinces, save for the Western Cape, Free State, and Limpopo. 

Gauteng is the largest market for used passenger cars, with a 56% share in 2024. This is followed by the Western Cape (19%) and KwaZulu-Natal (12%), which account for 87% of the market. 

The South African automotive industry is poised for further change as consumer priorities shift. The growing demand for affordability and efficiency suggests a market that values practicality over prestige, while the rise of Chinese brands signals increased competition. As buyers adapt to economic conditions, brands that offer reliability, value, and innovation will be best positioned to thrive in 2025.

Source: 2024 AutoTrader Car Industry Report

Top 10 Sold Used Models in 2024

Source: AutoTrader Used Car Sales Data: 1 January – 31 December 2024