The South African new car market sustained its robust growth in March 2025, with sales surging 12.5% year-on-year to reach 49,493 units, marking the sixth consecutive month of positive momentum.

Toyota retained its lead, while Suzuki displaced Volkswagen Group to secure second place. Mahindra entered the top ten for the first time, registering an impressive 93.7% growth rate. Chinese brands Great Wall Motors and Chery exhibited steady performance, further expanding their market share.

Analyzing the latest trends in the South African auto market through sales figures, brand performance, and model competition, we explore the opportunities and challenges faced by rising Chinese brands.

01

Overview of South African Auto Sales and Brand Performance

● In March 2025, new car sales in South Africa totaled 49,493 units, a 12.5% increase from the previous year.

● Cumulative sales from the beginning of the year to March amounted to 144,426 units, up 10.5%.

● Passenger car sales soared by 25.3% to 33,447 units, whereas light commercial vehicle sales declined by 8.4% to 13,328 units.

● Dealer channels accounted for 86.8% of sales, with leasing companies, corporate fleets, and government procurements contributing 7.3%, 2.5%, and 3.5%, respectively.

● The export market also thrived, with exports jumping 31.1% to 39,477 units in March and increasing by 10% year-to-date.

● Mainstream brand performance

◎ Toyota: With 11,660 units sold, Toyota maintained its top spot, up 5% year-on-year, and a market share of 23.6%. The success is attributed to models like the Hilux and strong brand recognition.

◎ Suzuki: Selling 5,284 units, up 21.9% year-on-year, and holding a 12.3% market share, Suzuki surpassed Volkswagen Group for the second consecutive month. Budget-conscious consumers favor Suzuki models like the Swift.

◎ Volkswagen Group: Sales totaled 4,913 units, down 5.9% year-on-year, with a market share of 11%. Despite the Polo Vivo being a best-seller, Volkswagen's competitiveness in the entry-level market is being squeezed by Suzuki and Chinese brands.

◎ Hyundai: Sales reached 3,103 units, up 27.4% year-on-year, with a 6.2% market share. Strong sales of the Grand i10 have solidified Hyundai's position in the budget market.

◎ Ford: Sales totaled 2,907 units, up 20.7% year-on-year, with a market share of 5.6%. High demand for the Ranger pickup truck drove Ford's sales growth.

◎ Isuzu: Sales reached 2,759 units, up 6.6% year-on-year, with a market share of 4.7%. The D-Max pickup truck's impressive performance helped Isuzu maintain its sixth position.

◎ Nissan: Sales amounted to 2,303 units, down 42.4% year-on-year, with a market share of only 3.4%. The Magnite's explosive growth was one of its few bright spots.

◎ Mahindra: Sales totaled 2,253 units, up 93.7% year-on-year, with a market share of 3.7%. Entering the top ten for the first time, Mahindra set a new record, primarily due to the popularity of the Scorpio Pik Up.

◎ Kia: Though specific sales figures were not disclosed, Kia showed strong growth with a 39.2% year-on-year increase.

● Chinese brands continue to increase their penetration in the South African market, showcasing strong competitive potential:

◎ Great Wall Motors (including Haval): Sales reached 2,066 units, up 32.1% year-on-year, with a market share of 3.8%, ranking ninth. Models like the P-Series pickup truck and Haval Jolion SUV have gained traction in both commercial and passenger car markets. Cumulative sales from the beginning of the year to March amounted to 5,535 units, up 18.2% year-on-year.

◎ Chery: Sales reached 1,902 units, up 24.2% year-on-year, with a market share of 4%, ranking tenth. Compact SUVs like the Tiggo 4 Pro are popular, with cumulative sales from the beginning of the year to March amounting to 5,739 units, up 28.7% year-on-year.

◎ Omoda: As a sub-brand of Chery, sales totaled 806 units, with cumulative sales of 2,321 units from the beginning of the year to March, accounting for a 1.6% market share. Models like the Omoda C5 attract young consumers with their stylish design and high cost-performance ratio.

◎ Jetour: Sales reached 523 units, with cumulative sales of 1,430 units from the beginning of the year to March, accounting for a 1% market share. Models like the Jetour X70 have performed steadily in the budget SUV market.

The collective rise of Chinese brands is attributed to their high cost-performance ratio, rich configurations, and precise understanding of South African consumer demand. Compared to traditional brands, Chinese brands have an advantage in the price-sensitive entry-level market, particularly in the fields of small and medium-sized SUVs and pickup trucks.

02

Best-Selling Models and Competitive Landscape

● The top ten best-selling models in the South African market in March encompassed pickup trucks, compact sedans, and SUVs, reflecting consumers' preference for practicality and economy:

◎ Toyota Hilux (2,923 units, down 5.8% year-on-year): With a 5.7% market share, the Hilux retained its top spot, thanks to its durability and brand loyalty.

◎ Isuzu D-Max (2,250 units, up 7.4% year-on-year): With a 3.9% market share, the D-Max unexpectedly overtook the Ford Ranger, demonstrating its strong competitiveness in the pickup truck market.

◎ Ford Ranger (2,179 units, up 11.5% year-on-year): With a 4.3% market share, the Ranger remained among the top three pickup trucks.

◎ Volkswagen Polo Vivo (1,703 units, down 11.9% year-on-year): With a 4.5% market share, the Polo Vivo remained a best-selling passenger car but faced stiff competition from the Suzuki Swift.

◎ Suzuki Swift (1,608 units, up 12.2% year-on-year): With a 4.6% market share, the Swift attracted first-time car buyers with its low fuel consumption and high cost-performance ratio.

◎ Toyota Corolla Cross (1,570 units, down 23.1% year-on-year): With a 2.9% market share, sales of the Corolla Cross, a representative compact SUV, were somewhat subdued.

◎ Hyundai Grand i10 (1,504 units, up 10.7% year-on-year): With a 2.8% market share, the Grand i10 maintained a stable performance in the budget car market.

◎ Nissan Magnite (1,443 units, up 197.5% year-on-year): With a 2.2% market share, the Magnite's explosive growth showcased its potential in the compact SUV market.

◎ Mahindra Scorpio Pik Up (1,215 units, up 63.3% year-on-year): With a 1.9% market share, the Scorpio Pik Up entered the top ten for the first time, highlighting its appeal in the commercial vehicle market.

◎ Chery Tiggo 4 Pro (1,102 units, up 13% year-on-year): With a 2.3% market share, as the sole Chinese model on the list, the Tiggo 4 Pro demonstrated Chery's competitiveness in the SUV segment.

● The South African auto market presents a diverse competitive landscape, with pickup trucks, compact sedans, and SUVs being the market's mainstay.

◎ The pickup truck market is dominated by the Toyota Hilux, Isuzu D-Max, and Ford Ranger, together accounting for about 14% of the market share, reflecting South African consumers' strong demand for durable work vehicles. The emergence of the Mahindra Scorpio Pik Up has further intensified competition in this segment.

◎ In the passenger car segment, the rivalry between the Volkswagen Polo Vivo and the Suzuki Swift is fierce. The new Swift, with its fuel economy and affordable price, successfully challenged Volkswagen's traditional advantages.

◎ Hyundai Grand i10 and Nissan Magnite occupy a significant place in the budget market, especially with the Magnite's astonishing growth. Compact SUVs are emerging as a new consumption hotspot.

◎ Represented by the Chery Tiggo 4 Pro, Chinese brands have firmly established themselves in the compact SUV market. With its stylish design, rich technological configurations, and affordable price, the Tiggo 4 Pro attracts young consumers and families with limited budgets. Although the Haval Jolion from Great Wall Motors did not make it into the top ten, it has maintained a stable performance in the mid-size SUV market.

Summary

In March 2025, fueled by economic recovery and improved consumer confidence, the South African new car market witnessed Toyota's dominant position remain unshaken. The rise of Suzuki and Mahindra injected new vitality into the market, while Chinese brands such as Great Wall Motors and Chery steadily expanded their influence with their high cost-performance ratios and precise positioning. The entry of the Chery Tiggo 4 Pro into the top ten signifies greater potential for Chinese SUVs in the South African market.