South Africa’s automotive market is evolving, and challenger brands like OMODA & JAECOO are making waves by offering premium vehicles at accessible prices.
But how exactly are they competing with giants like Toyota and Volkswagen?
According to Shannon Gahagan, National Brand and Marketing Manager for OMODA & JAECOO in South Africa, the key lies in understanding the emotional connection South Africans have with their cars.
“The expected answer is to bring value and technology to our market; however, we are truly competing by being a brand that South Africans want to be part of, while also delivering on value and technology,” Gahagan told TechFinancials in an interview.
In her role at OMODA & JAECOO, Gahagan has played a key part in the brand’s rapid growth in South Africa.
A marketing expert with experience across diverse industries, including broadcast, entertainment, and technology, Gahagan has risen to prominence in South Africa’s highly competitive automotive sector, where her consumer behavior insights have proven invaluable.
When asked how OMODA & JAECOO competes with established brands like Toyota, Volkswagen, and Hyundai, Gahagan explained: “A vehicle purchase is deeply personal for most South Africans, regardless of the price bracket.”
“It’s about how you present yourself to your social and professional circles, and the message you convey through your purchasing decisions. Our vehicles are an extension of our personalities, not just our pockets.”
The brand’s pricing strategy is another major draw.
“OMODA & JAECOO are bringing affordable yet premium vehicles to South Africa, with pricing that matches this vision. Consumers get the features they want without compromising on cost,” she explained.
With 54 dealerships nationwide, strong warranties, and expansion plans, OMODA & JAECOO is positioning itself as a serious contender in South Africa’s auto market
