BY Mabuyane Mabuza
South Africans are a discerning bunch of consumers with a diverse range of needs and preferences when it comes to car shopping. Contrary to popular belief that they are ‘likers’ of things, they take their time and do the maths before deciding on which car to buy.
For South African consumers, value for money is a critical consideration. Many prioritise practicality, fuel efficiency, and affordability when shopping for a car. This is because the majority of South Africans belong to the middle and lower-income brackets. So, they can’t afford to purchase high-end luxury cars and instead opt for cars that provide longevity and a good resale value.
Safety is another significant factor. In recent years, South Africa has seen a rise in violent crime, especially car high jackings. This has made safety features like immobilizers, GPS trackers, and anti-theft systems important considerations for many buyers
South Africans also have a strong connection to their culture and heritage. They appreciate cars that reflect iconic local brands and designs. The Volkswagen Golf Mk1, for example, has been a staple in the South African car market for decades and has become synonymous with the Volkswagen brand itself. The Polo has taken over where the Mk1 has left off.
Another key factor that influences purchasing decisions is brand reputation. Car manufacturers that have a long-standing presence in the South African market and have built a reputation for quality and reliability, enjoy significant market share. Toyota, for instance, is one of the most sought-after car brands in the country followed by Volkswagen.
Comfort and convenience also rank high when it comes to what people look for when buying a car. Cars that can accommodate the whole family easily, with features such as spacious seating and larger boot space are popular choices. Other popular features include air conditioning, power steering, and hands-free Bluetooth connectivity.
South African consumers are very pragmatic when it comes to car shopping. They prioritise affordability, safety, practicality, and reliability when looking to buy a car. Brands that have established strong reputations in the local market enjoy the most loyalty from SA car consumers.
Consumers typically take a variety of factors into account. Some of the most important ones include:
1. Price: South African consumers are looking for cars that offer good value for money, making price a key consideration.
2. Fuel efficiency: With the rising cost of fuel, many consumers prioritise cars that deliver good fuel efficiency, as this helps them save money on their fuel costs over the long term.
3. Safety: Safety features such as airbags, anti-lock brakes, and electronic stability control are increasingly important to South African consumers when shopping for a car.
4. Reliability: Consumers are looking for cars that offer dependable performance and a track record of reliability.
5. Comfort and convenience: Many consumers are looking for a car that provides a comfortable and convenient driving experience, with features such as automatic transmission, air conditioning, and infotainment systems.
6. Brand reputation: The reputation of a car brand is an important factor for many, with well-known and respected brands often being preferred.
7. Size and practicality: Depending on their specific needs, consumers may prioritize cars that are practical and spacious enough to accommodate their lifestyle and transportation needs.
Additional information from Wesbank
