South Africa’s new-vehicle market is still growing, but the real story is who is winning and losing.

Legacy brands are under pressure, while Chinese brands are gaining ground fast on value, features and trust. Cars.co.za’s H1 data shows a clear reshuffle in the market.

The overall market is healthy, but the gains are not evenly shared. H1 2026 new-vehicle sales rose 12.9% to 315,303 units, meaning the market is expanding even as some brands fall behind.

The biggest losers are the brands with the sharpest sales declines. Some established automakers are under pressure as consumers shift towards newer, better-priced alternatives.

The winners are increasingly Chinese brands and models. Chinese vehicles are becoming more visible in South Africa’s sales rankings, reflecting a broader consumer move towards affordability, tech and value.

This is really a story about changing buyer behaviour. South African consumers are comparing brands more aggressively, and the brands that win combine price, warranty, equipment and finance appeal most effectively.

Alan Quinn, Chief Product and Innovation at Cars.co.za, is available to unpack consumer moves towards affordability, tech and value.