South Africa's vehicle sales landscape is changing. New brands, mainly from China, are growing their market share while traditional brands have seen fortunes rise and fall as they adjust strategies to keep pace with changing consumer preferences.
The top six selling Light Vehicle brands in 2000 were Toyota, Volkswagen, Nissan, Opel, Mazda and Ford. From the turn of the century to 2010, these six held around 60% to 70% of the market. Between 2010 and 2020, their market share began to drift between 50% and 60%, before settling at around 50% from 2020 to 2023. By 2024, their share slipped below 50% - a threshold they have not regained since.
MMeanwhile, as the graph below shows, new brands such as Chery, Omoda, Jetour, JAC and Beijing have steadily grown from just 0.5% in 2022 Q2 to 10% in the two most recent quarters of 2025. These new entrants offer modern tech, competitive pricing, long warranties, helping them move from niche to mainstream. This is highlighted by the fact that Chery's 2025 market share alone exceeds the combined share of Nissan, Mazda, and Opel.
Light Vehicle market share for traditional brands vs new entrants
In addition to the influx of new entrants, preferences among traditional brands have shifted. While Toyota, Volkswagen and Ford remain in the top six, Suzuki, Isuzu, and Renault have replaced Nissan, Opel, and Mazda in the current top six of brands who were reporting sales in 2000.
How have the four sub-groups performed relative to each other?
The combined market share of Toyota, VW and Ford, who have remained in the top six for the full 25-year period, has held steady at between 40% and 50%. Their longevity is impressive, especially considering that since 2000 at least one of the three no longer competes in the high-volume and budget-friendly Entry and sub-Small segment offerings.
Light Vehicle market share for a selection of traditional brands vs new entrants
The combined market share of the brands that dropped out of the top six - Nissan, Opel and Mazda - has fallen sharply, from 24% in 2000 to 10% in 2015 and only 3% in 2025.
By contrast, incoming top six brands, Suzuki, Isuzu and Renault, have grown significantly over the past two-and-a-half decades underpinned by significant strategic shifts. Isuzu had to "go it alone" after General Motors withdrew from South Africa in 2017, while more than 90% of all Renault and Suzuki vehicles sold locally in 2025 were built in India.
New entrants now hold third place among the four sub-groups as 2025 draws to a close, and they are edging closer to Suzuki, Isuzu and Renault.
Interesting times lie ahead.
