Shifting Gears: The Clear Winners and Unexpected Losers of SA’s 2025 Car Market

South Africa’s new vehicle market roared back to life in 2025, but beneath the overall resurgence lies a story of dramatic reshuffling. While stalwarts like Toyota maintained relentless dominance, the year belonged decisively to a wave of Chinese manufacturers whose aggressive growth redefined the competitive landscape.

The headline act was Jetour. In a staggering climb, the brand leapt from selling a modest 451 units in January to 1,371 by December, barging into the year-end top ten. This wasn’t just growth; it was a market conquest, making Jetour the undisputed “biggest winner” of 2025.

The Chinese Charge: More Than Just One Brand

Jetour wasn’t alone. Its sibling brands under the Chery umbrella, Omoda & Jaecoo (O&J), mirrored the success, nearly doubling sales from 743 to 1,317 units. GWM solidified its presence with steady growth, while Chery itself cemented a top-ten position. Their winning formula? Offering “affordable luxury” and sharp value that appealed directly to budget-conscious buyers seeking premium features.

The Established Order: Stability and Surprise Slips

Amidst the Chinese charge, many established players held the line. Volkswagen and Hyundai recorded stable, consistent monthly figures. However, some notable names saw unexpected dips.

Suzuki, despite a phenomenal year overall, curiously sold fewer vehicles in December (4,961) than in January (6,399). The most symbolic shift perhaps involved the luxury segment. BMW, after selling over 1,000 units monthly for most of the year, dropped to 843 in Decembera decline that coincided directly with the rise of Jetour and O&J, suggesting their upmarket models are now biting into the traditional luxury pie.

The 2025 Verdict: A Market Transformed

The 2025 sales data paints a clear picture:

• Winners: Chinese brands (Jetour, O&J, GWM, Chery) for explosive, value-driven growth.

• Held Firm: Toyota, VW, Hyundai for impressive consistency and volume.

• Lost Ground: Suzuki (year-end slip) and BMW (luxury share erosion), highlighting that even strong brands are not immune to the new competition.

The message for 2026 is unambiguous: the era of unchallenged dominance by traditional brands is over. The market has become a fiercer, more diversified battleground where price, specification, and aggressive brandingareas where Chinese marques excelare deciding factors. For South African consumers, this means more choice and better value. For the industry, it means the race has just gotten a lot more interesting.