South Africa’s car market is going through a major shift, and it’s something everyday buyers are starting to notice.
In this opinion piece, Liezel Jonkheid, Founder and Director of the Consumer Psychology Lab, unpacks how the rise of more affordable, feature-rich vehicles is reshaping what South Africans expect from cars, and the brands behind them.
At the same time, well-known luxury brands like Volvo and Jaguar are taking a different approach. Instead of trying to compete on price, they’re focusing on refining their models, improving quality, and moving towards electric vehicles. So what does this mean for South African buyers?
It’s no longer just about price, it’s about value
In today’s tough economy, affordability matters. But buyers aren’t just looking for the cheapest option, they’re asking what they’re really getting for their money. And right now, many of these newer brands are delivering a lot. When you can get a car with modern design, advanced tech, and a good warranty at a lower price, it changes expectations. What used to feel “premium” is starting to feel normal. But there’s another side to the story.
Luxury cars still offer something different
For many people, buying a luxury car isn’t just about features, it’s about the driving experience, the comfort, and the feeling of owning something refined. And that’s not always easy to match. Some drivers who switch to more affordable, feature-packed cars find that while the tech is there, the overall driving experience doesn’t quite compare. Interestingly, when they go back to luxury, they don’t always return to the same brand they left. That’s where things get serious for car dealerships.
Customer experience now matters more than ever
With so many options available, brand loyalty isn’t guaranteed anymore. South Africans are still loyal; but only if they feel valued.
Simple things now make a big difference:
- Quick and clear communication
- Smooth service experiences
- Feeling recognised as a customer
- Honest updates and reliable support
If those things are missing, customers are more likely to switch, even if they’ve been loyal for years.
So, what’s the real takeaway?
Affordable, high-tech cars are raising the standard for everyone. Luxury brands can no longer rely on their name alone, they need to deliver a full experience that justifies the higher price. In the end, price might get a customer’s attention. The driving experience might win them back. But it’s the overall ownership experience that will keep them. And in today’s market, that’s what really matters.
