For decades, the gold standard of motoring luxury has been defined by cars like the Mercedes-Benz S-Class. With its hushed ride, cutting-edge technology, and decadent interiors that are crafted like Swiss bank vaults, few vehicles this side of a Rolls-Royce Phantom can exceed its sumptuousness or refinement. But here’s the reality: you no longer need R3 million or more to experience the finer things in life. You don’t even need half of that.
Step into the latest crop of premium vehicles arriving in South Africa, and you’ll find a surprising level of sophistication at a fraction of the price. Leather-trimmed cabins, advanced driver assistance systems, and digital cockpits—features that would have been optional extras in a luxury sedan just a few years ago—are now standard on cars carrying a decidedly mainstream price tag. But for some, there’s a hurdle: they’re Chinese.
Take the latest vehicles coming from OMODA and JAECOO, for example. The duo, premium subsidiaries of the Chery Group, entered the local market just two years ago but have made a massive impact on the local automotive market with products like the J7 and C9, both of which were recently introduced with plug-in hybrid technology.
The latter, known as the C9 SHS, is a flagship SUV offering the kind of space, comfort, and finish once associated only with premium European brands. But here’s the kicker: the C9 costs considerably less than its German counterparts, despite boasting more power, more advanced powertrains, and more standard luxury features.
We’re not suggesting for a moment that R999,000 is cheap, but when you look at the sheer value for money on offer, it’s hard to ignore. Starting with the engine, you get an electrified 1.5-litre which, together with three electric motors, delivers an astonishing 440 kW and 915 N.m of torque—the type of power you once needed a turbocharged V12 for. Unlike a thirsty twelve-cylinder (or any engine with this level of output), the C9 SHS can travel up to 150 km on electric power alone, significantly cutting fuel costs.
But even if power isn’t of importance to you, the spec sheet reads like a laundry list, with just about every conceivable feature coming as standard. Not only do you get features like a panoramic roof as standard, but you also get electrically adjustable leather seats with heating and ventilation (for the front seats), a Sony sound system, and just about every driver assistance feature you can think of.
When you consider that an entry-level BMW X3 20i costs nearly R50,000 more—and that’s before ticking the boxes for many of the features that come standard on the OMODA—it makes one think about the value for money of Chinese cars.
“South Africans are increasingly expecting more from their cars,” explains Shannon Gahagan, National Brand and Marketing Manager for OMODA & JAECOO South Africa. “Features that were once exclusive to the most expensive luxury vehicles (things like adaptive cruise control, high-end infotainment systems, and 540-degree cameras) are now part of the package in many new Chinese vehicles.”
And it’s not just OMODA and JAECOO making strides. Several Chinese manufacturers are reshaping the landscape and changing the way we view car buying. The recently launched Chery Tiggo 9, for example, is pushing boundaries with its exceptional value for money, seating for seven, premium appointments, and no fewer than nineteen driver assistance features.
If you don’t want an SUV, there’s something for everyone, with the GWM P500 proving to be one of the most sophisticated lifestyle bakkies currently on sale. While pricey (R100 short of a million), it’s one of the few that can offer a full hybrid drivetrain. BYD can go one step further with the plug-in hybrid Shark. The Chinese are even impressing on the performance car front, with the MG Cyberster. This R1.4 million electric roadster can sprint to 100 km/h in a blistering 3.2 seconds, making it quicker than the BMW Z4 M40i and the more expensive Porsche Boxster 4.0 GTS.
All of these examples point to the same trend: luxury, technology, and safety are no longer reserved for those with deep pockets. Even JAECOO’s entry-level SUV, the upcoming J5—recently on display at Festival of Motoring—will be available with adaptive cruise control, lane departure prevention, and a material crafted from high-end materials, effectively democratising safety features and bringing strong perceived build quality to the masses.
Of course, it’s important to keep perspective. Cars like the OMODA C9 or the BYD Seal, for example, don’t ride with the same magic-carpet refinement of an S-Class, nor do they carry the gravitas of the three-pointed star. Very few cars on earth do.
But that’s missing the point. These new entrants cost dramatically less, while offering many of the features owners genuinely interact with and use every day. “The truth is, most drivers don’t need the final 20% of refinement you get in a multi-million rand luxury car,” added Gahagan. “What they want is comfort, safety, and technology that makes their daily lives easier. While I can’t speak for other brands, OMODA and JAECOO strive to elevate the experience with emotive exterior styling and high-quality interiors that make the occupants feel special. That’s what the new generation of vehicles is delivering.”
The very definition of luxury in motoring is shifting. It’s no longer about exclusivity through price; it’s about the accessibility of experiences that once felt out of reach for the everyday consumer. The days of equating luxury features with unattainable price tags are over. Today, it’s about the technology at your fingertips, and the peace of mind that comes from knowing you have the tech and safety you need, and that you didn’t overpay for it.
For South Africans, that means enjoying the finer things in life—without needing the R3 million cheque.
