All is not lost for traditional vehicle brands in South Africa, despite the growing influence of imported Chinese and Indian products, says FNB and WesBank chief economist Thanda Sithole.
“Legacy” brands, as they are sometimes known because of their long-standing market recognition, may not be able to match the low prices of some newcomers, but, in the eyes of many consumers, their predictable resale values and after-sales support services still give them a marketing edge.
These remain important considerations in a changing market where overall ownership costs are beginning to trump upfront costs. Sithole says consumers are asking for longer finance periods and balloon payment structures that allow them to reduce monthly commitments and defer some costs.
“The total cost of ownership is becoming as important as the purchase price or deposit when consumers assess what they can realistically afford,” he says. Vehicle resale values and service bills are an important part of the formula.
“Today’s customer is exceptionally well informed and focused on value,” says Brandon Cohen, chair of the National Automobile Dealers’ Association (Nada).
Still, there is no denying that legacy brands are feeling the heat from new competitors. Figures released this week by motor industry association Naamsa show that 57,708 new cars and commercial vehicles were sold in July. That was 11.9% more than the 51,558 of July 2025. After seven months of 2026, the 372,770 aggregate market is 12.7% ahead of the 330,771 at the same stage last year.
Toyota, including its Hilux and Hino commercial vehicle brands, remained top dog in July, with 14,142 sales, followed by Suzuki (5,994), Volkswagen (5,779), Hyundai (3,058), Ford (2,927), Chery (2,709), Great Wall Motors (2,504) and Isuzu (2,435). Jetour (part of the Chery group) and Kia rounded out the top 10.
Car sales in July were 40,912, the highest monthly figure since September 2014. Year to date, they total 264,628 — 13.8% more than the 232,453 at end-July 2025. Sales of light commercial vehicles, mainly bakkies and minibuses, are up 10.1%; medium-sized trucks 5.5%; heavy trucks 18.8%; and extra-heavies 9.3%.
Martin van den Berg, Nada’s commercial vehicle executive, says truck sales are traditionally an early indicator of business activity. “The trends dealers are seeing are encouraging,” he says. “Investment in distribution fleets, construction vehicles and freight capacity suggests that many businesses are planning ahead with confidence. While it is too early to call it a broad-based recovery, these are positive signals from sectors that typically invest ahead of growth."
Cohen says that across all categories, strong vehicle sales show that consumers are ready to invest “when the right value, affordability and finance solutions come together”. He adds: “The Reserve Bank’s recent decision to leave interest rates unchanged has provided consumers with greater certainty around their monthly financial commitments.”
Naamsa adds that lower petrol and diesel prices in July helped ease pressure on household and business budgets. It says: “Against a backdrop of persistent economic headwinds, the market demonstrated steady underlying momentum as the industry commenced the third quarter on a positive note.”
Naamsa this week also reported that sales of electric vehicles (EVs) in June soared by 104.2% compared to the same month in 2025 — up from 1,491 to 3,045. Of these, 49% were traditional hybrids, in which electric batteries and petrol/diesel engines work together without the need for external charging. Plug-in hybrids and fully electric vehicles also improved their performance.
Naamsa says the EV trend shows that automotive policy should incentivise the local manufacture and sales of all forms of EV technology and not — as now — concentrate on fully electric vehicles.
Exports of new vehicles disappointed again in July. Shipments of 32,801 were 11.6% lower than the 37,114 of July 2025. After seven months of 2026, aggregate exports are 214,835 — 8.3% down on the 234,194 of a year ago.
