A New Kind Of Car Buyer Is Emerging In South Africa

A New Kind Of Car Buyer Is Emerging In South Africa

South Africans have always had a practical relationship with their cars. But over the past few years, that relationship has changed in ways the industry can no longer ignore.

Economic pressure, rising fuel costs, new technology and the reality of loadshedding have changed expectations. At Changan, where every vehicle is built with real life in mind, we’ve been watching these patterns closely to understand what truly matters to people who rely on their vehicles every day.

Value For Money, As An Anchor

Affordability now drives most vehicle decisions. Buyers are cautious, comparison-driven and focused on long-term costs.The TransUnion South Africa Vehicle Pricing Index recently highlighted that used-vehicle financing has outpaced new-vehicle financing, reflecting cost-conscious behaviour across the market.

Nedbank’s Motor Finance Corporation (MFC) research shows that rising interest rates have tightened credit access, making consumers more sensitive to monthly repayment structures and total cost over time.

For Changan - known globally for delivering more features, more technology and more safety at a price that makes sense - this shift aligns with our belief that value should be made accessible to all South African drivers. 

New vs Used

Despite budget pressure, perceptions are also changing. TransUnion’s Mobility Insights Report found that competitively priced Chinese entrants are drawing buyers back toward new vehicles by offering modern features, safety and strong value at accessible pricing levels.

Changan’s growth across Africa reflects this trend: drivers want the peace of mind of a new vehicle with warranty support, advanced safety systems, and the latest engineering - all without stretching their budgets beyond what’s realistic. This points to a buyer who is weighing every Rand carefully, but still wants something reliable, up-to-date and future-ready.

Ownership Models Are Evolving

Traditional financing is no longer the default. According to TransUnion South Africa, younger consumers are increasingly exploring subscription models, leasing options and alternative access arrangements.

Nedbank MFC reports that extended terms, including 84-month financing with balloon structures, are becoming far more common, revealing a desire for flexibility as a form of affordability.

It’s a signal that access matters just as much as ownership - and that manufacturers must simplify choices, support flexible journeys, and create vehicles that deliver long-term confidence. At Changan, we design with this lifecycle in mind, ensuring low running costs, durable engineering and accessible servicing.

Fuel Costs and Real-World Conditions

Fuel price volatility continues to influence buying decisions. Consumers are prioritising efficiency, but not at the expense of power. Research by market research company KLA found that while practicality leads decision-making, 80% of South Africans still prefer powerful engines because durability and capability matter on diverse road surfaces.

Changan’s powertrains, many of which benefit from highly efficiency technology, are engineered to balance performance and real-world fuel savings - ensuring you get the strength you need without punishing your pocket. Loadshedding and infrastructure concerns are also influencing how consumers view energy-dependent technology, long-distance travel and charging accessibility.

Electric Vehicles: Optimism Meets Caution

South Africans are enthusiastic - but realistic. KLA research shows that while 72% believe electric vehicles represent the future, 71% still prefer petrol vehicles due to infrastructure gaps and range anxiety.

However, TransUnion reports that hybrid and plug-in hybrid sales have grown more than 60% year-on-year, suggesting that transitional technology is gaining traction as a practical stepping stone toward electrification.

As one of the world’s leaders in EV and hybrid development, Changan continues to invest heavily in the technologies that will make electrification more attainable. Our global R&D network - including the Changan Global Research & Development Centre - ensures we stay at the forefront of cleaner, smarter, future-focused mobility.

The Digital Buyer Has Arrived

The car-buying journey now begins online. TransUnion Africa reports a 27.9% year-on-year increase in Gen Z finance volumes, with 76% of buyers turning to social platforms for research before ever visiting a dealership.

Consumers are more informed, more comparison savvy and expect in-vehicle technology - from smart safety systems to seamless smartphone integration - as standard rather than premium.

Changan’s intelligent cabins, voice-activated systems, advanced driver-assistance technologies and intelligent connectivity meet these expectations head-on, making high-end innovation attainable for everyday driving.

What This Means From Changan’s Perspective

South Africans want vehicles that make sense for real life. They want value without compromise, technology that feels useful and uncomplicated, durability suited to real roads and real ownership, and confidence that their choice will stand the test of time.

This is where Changan continues to excel:

·      Real value backed by global engineering

·      Quality built and tested across international R&D centres

·      Safety systems that support every journey

·      Technology that uplifts daily life

·      Reliability shaped for African conditions

·      And long-term support through solid dealer networks and accessible servicing.

Our role and goal is to meet South African customers where they are, listen closely and help define a future where innovation feels attainable, practical and genuinely supportive of the way South Africans move.