New vs used vehicles: who’s really winning?
Lightstone data shows affordable new vehicles are shifting demand, placing pressure on used prices while influencing finance and sales strategies. As buyer profiles evolve across generations, success increasingly depends on aligning pricing, product and positioning to a more value-driven, comparison-led market.
Are affordable new vehicles putting pressure on used car prices?
Affordable new vehicles, particularly from Chinese and Indian manufacturers, are changing the dynamics between new and used car markets. Lightstone data shows that as competitively priced models gain share, used vehicles have begun retaining less value, while the weighted average price of new cars has stabilised. Lightstone explores how value-focused alternatives are influencing buyer behaviour and putting pressure on used vehicle pricing.
Read MoreFrom Baby Boomers to Gen Z, used vehicles lead
Used vehicles dominated purchases across all generations between 2019 and 2025 as rising prices and affordability pressures influenced buyer behaviour. Younger buyers remained strongly used-focused, while older generations increasingly followed. Income growth, narrowing gender gaps and growing SUV demand shaped preferences. More affordable new vehicles from China and India could begin drawing some buyers back to new purchases.
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Buoyant new vehicle market in SA hits early 2026 milestone
South Africa’s new vehicle market has gained strong momentum in 2026, with sales rising 9.8% year-on-year and surpassing 100,000 units by February for the first time in a decade. While easing interest rates have supported growth, ongoing global uncertainty and inflation risks could still influence market performance in the months ahead.
Read MoreFour buyer personas shaping SA’s vehicle market
Lightstone Auto has identified four buyer personas shaping South Africa’s vehicle market, from the value-driven Gen Z to lifestyle-led retirees. With used vehicles dominating and price sensitivity rising, purchasing decisions are increasingly comparison-led. Understanding these evolving mindsets is critical to identifying where demand and market growth will come from next.
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