Women now account for almost half of all new vehicle transactions in South Africa. But as we worked through the data for this edition of Lightstone Auto Insights, what stood out was that this is about much more than women taking a greater share of the market.
Who she is, what she buys, which brands she considers and what she values are changing too.
In this edition, we explore a female buyer increasingly shaped by younger generations, as well as the remarkable rise of Crossovers and SUVs. The brand landscape too looks very different from just five years ago. We also look at how affordability and finance are influencing the market and how powertrain choices are changing.
But I was particularly interested in understanding the story behind the data.
So, alongside our Lightstone analysis, we invited six women from across the automotive ecosystem to share what they are seeing first-hand. Their perspectives span OEMs, dealer groups, F&I and vehicle retail. They bring another dimension to what the numbers are telling us about changing expectations around value, technology, safety, affordability and the overall ownership experience.
There are some fascinating developments emerging.
Who is today’s female vehicle buyer? What is she choosing? Which brands are gaining her attention? And what could all of this mean for our industry?
I hope you enjoy this edition and that it gives you a few new perspectives on a customer who is playing an increasingly important role in shaping South Africa’s automotive market.
