Value Vortex Beats Brand Bling
PHOENIX
When I entered the car market some 50 years ago, brand loyalty was massive. My heart was set on buying a Volkswagen, whilst among my mates the preferences were diverse, with undying loyalty to Datsun, Renault, Peugeot, Ford, Chevrolet, and many more. Now, with the new generation, value trumps emotion.
The latest AutoTrader Report reveals that South Africans are“ choosing value over badge when buying used cars. The 20th edition of AutoTrader’ s annual report uncovers the models, brands and segments winning over budget-conscious buyers.” As the press release reveals,“ the 2025 AutoTrader Annual Car Industry Report, now in its 20th edition, provides a comprehensive look at South Africa’ s used car market across the full 2025 calendar year. Drawing on data from more than 20 automotive brands, the report reflects the behaviour of more than 46 million users.
Over the course of the year, these users generated 156 million sessions, conducted 649 million searches, viewed 439 million adverts, and opened more than 984 million pages on AutoTrader. The average time on the site was 3 minutes and 38 seconds, a strong indicator of deliberate, research-driven buying behaviour. Against that backdrop, the used car market delivered solid growth. A total of 383 410 used vehicles were sold in 2025, generating R160.1 billion in sales value, representing a + 7 % increase over 2024. Four interest rate cuts implemented in January, May, July, and November( totalling 100 basis points) reduced borrowing costs and provided meaningful relief to consumers. That monetary easing supported steady growth throughout the year. However, while economic conditions improved, buyer behaviour remained disciplined. If anything, 2025 reinforced how firmly affordability and practicality now anchor local purchasing decisions.”
Search behaviour revealed notable shifts at both a brand and model level. BMW reclaimed its position as the most-searched brand on AutoTrader, with 76 million searches over the past 12 months. On a model level, the Volkswagen Polo emerged as the most-searched vehicle overall, displacing the Toyota Hilux from its long-standing leadership position.
While search interest has shifted, the same leaders remained familiar. The Ford Ranger, Volkswagen Polo Vivo, and Toyota Hilux continue to dominate in overall sales volumes, reinforcing the enduring strength of established nameplates in the used market. Reduced financing costs accelerated demand for smaller, more economical vehicles. Compact hatchbacks have gained significant momentum in the South African used car market, with models such as the Suzuki Swift and Toyota Starlet capturing a larger share of the market. The Swift stood out as the fastest-selling used vehicle in South Africa, averaging just 26 days before sale. That turnaround time reflects strong underlying demand for vehicles that are affordable to finance, efficient to run, and practical for everyday use. Even with sales growth returning, consumers remained cautious.
The average used car price increased moderately by + 3 % year-on-year to R417 584. The average model year advanced from 2019 to 2020, with the average vehicle age holding steady at five years. The average mileage of sold cars came in at 73,646 km, consistent with continued demand for relatively young used vehicles that offer value( without stretching budgets into new car territory).
One of the most significant structural shifts in 2025 came from Chinese manufacturers. Across 12 Chinese brands, year-on-year performance was strong across every key metric. While this growth comes off a smaller base compared to legacy manufacturers, the consistency across searches, engagement, and transactions signals more than curiosity in Chinese brands such as Haval, Jaecoo, and Chery. Consumer openness to these marques is translating into measurable sales growth.
“ This marks a meaningful inflection point in the used car market,” said George Mienie, CEO of AutoTrader.“ Buyers are still active, but they are more deliberate and value-driven than ever before. The brands gaining traction are those aligning product offering, pricing and perceived quality with real-world affordability constraints. This recalibration is redefining competitive advantage in South Africa.”
New Energy Vehicles( NEVs) recorded one of the strongest growth rates in 2025, with sales increasing by + 73 % yearon-year. Hybrids accounted for 76 % of NEV sales, underscoring their role as the dominant electrified option in the South African used car market. Battery electric vehicles also showed strong growth, rising + 55 % year-on-year. Models such as the Toyota Corolla Cross Hybrid and Volvo EX30 were among the segment leaders. The composition of NEV sales reflects a pragmatic approach from consumers. Hybrids provide improved fuel efficiency without dependence on the charging infrastructure, making them an accessible entry point into electrified mobility.
MARCH 2026 4 WORDS IN ACTION