Asian carmakers are rapidly expanding their dominance in South Africa’s automotive market, with Japanese, Chinese, and Indian brands now outperforming traditional European and American competitors.
- Japanese, Chinese, and Indian car makers are surpassing European and American brands in the South African market due to affordability and reliability.
- Suzuki has emerged as the second best-selling brand in South Africa, achieving record sales due to its cost-effectiveness and fuel efficiency.
- Chinese and Indian automotive brands, such as Chery, Haval, and Mahindra, are rapidly gaining market share, appealing to first-time and younger car buyers.
- European and American car manufacturers are losing their dominance in South Africa, with Asian brands securing higher sales percentages.
South Africa’s car market has become the latest flashpoint in a global power shift, as Asian manufacturers surge ahead of their Western rivals.
With Japanese, Chinese, and Indian brands capturing record sales and market share, long-dominant European and American automakers are losing ground in one of Africa’s most competitive automotive arenas.
Suzuki Strengthens Its Position
Japanese manufacturer Suzuki has become the second best-selling car brand in South Africa, trailing only Toyota and ahead of long-established names such as Volkswagen and Ford.
According to the National Association of Automobile Manufacturers of South Africa (Naamsa), Suzuki recorded 6,534 vehicle sales in August 2025, its highest monthly total yet.
The company’s rise is linked to affordability, reliability, and fuel efficiency, features that strongly appeal to car buyers facing economic pressure and rising fuel prices.
Most Suzuki vehicles sold locally are imported from India, where lower production costs have enabled the brand to keep prices competitive.
This shift in production has allowed Suzuki to maintain steady growth even as South Africa’s economy remains sluggish.
Also read: Automobile giant slashes 500 jobs in South Africa as UK tax policy hits sales
Chinese and Indian Brands on the Rise
Suzuki’s success reflects a wider regional pattern. Chinese and Indian manufacturers such as Chery, Haval (GWM), and Mahindra are steadily increasing their market share, attracting first-time buyers and younger consumers who value practicality and price over brand prestige.
According to IOL, Chinese automakers accounted for 11.8 percent of South Africa’s new vehicle market in early 2025, up from just 2.8 percent in 2020.
Chery’s Tiggo 4 Pro and Haval’s Jolion have become two of the most sought-after SUVs in the country, with Haval recording a 95 percent year-on-year sales increase.
Since its 2022 relaunch, Chery has sold more than 20,000 vehicles, while GWM has expanded from 428 units in 2014 to nearly 19,000 in 2024.
Mahindra, an Indian brand, now regularly sells over 1,000 vehicles per month, cementing its place among the top ten manufacturers nationwide.
Also read: Chinese automaker stages major comeback in South Africa after more than a decade away
European and American Brands Lose Ground
Recent data highlights how European and American carmakers are losing ground to their Asian competitors. In April 2025, Toyota (Japan) commanded 25% of total new vehicle sales, while Suzuki captured 14.9%, leaving Volkswagen (Europe) with 9.7% and Ford (U.S.) with just 6.0%, according to MarkLines.
In January 2025, Suzuki sold 6,399 units, outpacing the VW Group’s 5,676 units; a clear indicator of how Asian brands have taken the lead in South Africa’s highly competitive market.
Young Buyers Driving the Shift
Data from Standard Bank shows that South Africans under 35 now account for 38 percent of all vehicle loans, with Chery capturing about 5 percent of that segment, on par with Nissan and Renault.
Many younger buyers are opting for compact, tech-equipped, and budget-friendly cars, signalling a shift in long-term brand loyalty. This group is expected to shape future trends in the market, especially as they mature into repeat buyers.
A Shift in Consumer Loyalty
The trend suggests a long-term realignment of consumer loyalty, driven by affordability, fuel efficiency, and accessible financing options. Asian carmakers, led by Japan, China, and India have seized the moment to redefine value in the South African market, challenging the long-standing dominance of European and American manufacturers.
With Asian automakers’ continued innovation and cost efficiency, South Africa’s car market appears to be entering a new era, one where affordability, reliability, and smart manufacturing outweigh prestige badges on the bonnet.
