The changing face of South Africa’s female vehicle buyer
South African women are changing the vehicle market, and their choices are telling an interesting story. Millennials now account for 50% of purchases by women, while crossovers and SUVs make up 72% of their new vehicle purchases. Toyota remains the favourite, but Suzuki and Chinese brands are gaining ground as buyers explore a wider range of options. We are also seeing a growing interest in New Energy Vehicles, highlighting the importance of affordability and fuel economy.
Toyota leads, but women’s vehicle choices are changing
Toyota remains the favourite among South Africa’s women car buyers, commanding 17% of sales so far in 2026, but the market is changing. Suzuki has overtaken Volkswagen, while Chery, Jetour and Mahindra are reshaping the top 10. Fuel preferences are shifting too, with diesel losing ground and New Energy Vehicles gaining traction as women benefit from greater choice, and more affordable options, with growing focus on fuel economy.
Read MoreCrossovers and SUVs continue to gain ground
Crossovers and SUVs are increasingly the vehicle of choice for South African women. Lightstone’s analysis shows their share of new vehicle purchases by women climbed from 51% in 2021 to 72% in 2026. Chinese brands are also gaining significant ground, while the gap between average new and used vehicle prices continues to narrow, reshaping women’s buying choices.
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Millennials are driving car sales to women in SA
Millennials are driving South Africa’s women car market, accounting for half of all vehicle purchases by women. Lightstone’s analysis of Signio data since the start of 2025 shows women aged 26 to 45 account for 60% of sales to women, while more than 80% of women buyers earn between R10 000 and R50 000 a month. Used vehicles remain the preferred choice.
Read MoreWhat women across the industry are seeing behind the data
South Africa’s female vehicle buyer is changing, and so is the way she chooses, researches and finances her car. Women now account for almost half of new vehicle transactions, while SUVs, Chinese brands and broader definitions of value gain ground. Industry leaders unpack what these trends reveal about changing preferences, affordability and the evolving vehicle buying journey.
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