Toyota remains Africa’s most preferred car brand, with 78% of consumers who have owned it naming it their favourite.
- Business Insider Africa presents the top 10 favourite car brands in Africa.
- The list is courtesy of SagaBrand.
- Toyota remains Africa’s most preferred car brand, with 78% of consumers who have owned a Toyota naming it their favourite.
The African automotive market is a dynamic and evolving landscape, shaped by unique economic and infrastructure challenges.
While fewer than 1 in 4 Africans (22%) owned a car in 2024, the continent is seeing growing interest in car ownership, driven by urbanization, a rising middle class, and the increasing demand for reliable vehicles.
South Africa, Africa’s largest automotive manufacturing hub, leads with a 50% car ownership rate, far surpassing the continental average.
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Based on data from SagaBrand’s brand health tracking tool, Toyota remains Africa’s most preferred car brand, with 78% of consumers who have owned a Toyota naming it their favourite.
This preference is driven by Toyota’s reputation for durability and reliability, qualities that are ideal for Africa’s challenging road conditions, as well as the widespread availability of spare parts.
As the African automotive sector continues to evolve, local manufacturing and assembly projects (such as Dacia’s operations in Morocco) are gaining traction and contributing to a more competitive landscape. Still, Toyota remains in the lead, followed by Mercedes (63%) and BMW (59%).
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Below are the top 10 favourite car brands in Africa:
1) Toyota 78%
According to SagaBrand’s brand health tracking tool, Toyota continues to dominate as Africa’s most preferred car brand, with a remarkable 78% of consumers who have ever owned a Toyota naming it as their favourite. This loyalty stems from Toyota’s proven durability, fuel efficiency, and widespread availability of spare parts, making it ideal for Africa’s diverse road conditions.
2) Mercedes Benz 63%
Mercedes-Benz commands strong brand loyalty across Africa, with 63% of owners naming it their favourite. Synonymous with luxury, performance, and prestige, Mercedes-Benz holds a firm grip on Africa’s premium car market. Its sleek sedans, powerful SUVs, and iconic G-Wagons are especially popular among the continent’s affluent class and political elite.
3) BMW 59%
BMW holds a strong position in Africa’s automotive landscape, with 59% of owners naming it their favourite. In urban centres like Johannesburg, Lagos, and Nairobi, the brand is seen as a symbol of success and refined taste. For many Africans, BMW isn’t just about driving, it’s about experiencing power, precision, and prestige behind the wheel.
4) Dacia 48%
Dacia is steadily gaining ground in Africa, with 48% of former owners naming it their favourite, according to SagaBrand’s brand health tracking tool. Valued for its affordability, practicality, and no-frills reliability, Dacia appeals to cost-conscious consumers looking for dependable transportation without breaking the bank.
5) Landrover 46%
Land Rover enjoys a loyal following across Africa, with 46% of owners rating it as their favourite. Renowned for its off-road prowess and rugged luxury, Land Rover holds a special place in regions where tough terrain meets a taste for refinement.
6) Volkswagen 44%
Volkswagen continues to maintain a solid presence in Africa, with 44% of owners naming it their favourite. Known for its solid engineering, reliability, and timeless design, Volkswagen appeals to a wide range of African drivers, from first-time car buyers to professionals seeking everyday dependability. The Polo and Golf remain especially popular in South Africa, where Volkswagen operates a major production plant.
7) Ford 42%
Ford holds a strong foothold in Africa’s automotive market, with 42% of owners selecting it as their favourite, according to SagaBrand’s brand health tracking tool. Known for its tough build and versatile lineup, Ford resonates especially well in southern and eastern Africa, where models like the Ranger pickup are prized for their durability on challenging terrains.
8) KIA 40%
Kia continues to rise in popularity across Africa, with 40% of owners naming it as their favourite, according to SagaBrand’s brand health tracking tool. Known for its affordability, sleek designs, and improved reliability, Kia appeals to young professionals and budget-conscious families in urban centers across the continent.
9) Hyundai 39%
Hyundai is steadily winning over African drivers, with 39% of previous owners naming it their favourite. The South Korean brand is known for delivering value-driven vehicles that combine modern design, fuel efficiency, and reliability, traits that resonate with Africa’s growing middle class. Models like the Accent, Elantra, and Tucson are especially popular in North and East Africa, offering an attractive alternative to pricier European brands
10) Honda 39%
Honda holds strong appeal across Africa, with 39% of owners naming it their favourite. Known for its reputation for reliability, low maintenance costs, and fuel efficiency, Honda appeals to a broad range of consumers. Popular models like the Civic and CR-V have earned the brand a loyal following in key markets such as Nigeria, South Africa, and Kenya.
| Rank | Car brand | |
|---|---|---|
| 1 | Toyota | 78% |
| 2 | Mercedes Benz | 63% |
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