A Shakeup in the South African Car Market

For years, South Africa’s new car sales rankings were predictable: Toyota at the top, followed by Volkswagen. But times are changing. Suzuki has steadily climbed the ranks and is now neck-and-neck with Volkswagen, threatening to take over the number two spot.

This evolving competition highlights broader shifts in consumer behaviour, economic pressures, and brand strategy. It’s a battle that’s not just about numbers—it’s about meeting the real needs of everyday South Africans.

1. Volkswagen’s Longstanding Strength—and Its Current Struggles

Volkswagen’s presence in South Africa is iconic. The Polo Vivo remains a top seller, and the brand still enjoys strong recognition and loyalty. But the automotive world is evolving, and VW is feeling the strain.

  • Exchange Rate Struggles: As the Rand weakens against the Euro, VW vehicles become more expensive for local buyers.

  • Premium Strategy Mismatch: VW’s shift toward a premium image doesn’t resonate with a price-conscious South African market.

  • Electric Gamble: While VW’s investment in electric vehicles (EVs) is forward-thinking, South Africa’s infrastructure and power supply challenges make mass EV adoption difficult.

Despite a rich history and beloved models, VW’s grip on the number two spot is under threat.

2. Suzuki’s Growth Story: Small Brand, Big Moves

Suzuki entered South Africa in 2008, with slow growth in the early years. But over the past five years, the brand has become a force to be reckoned with.

Why is Suzuki gaining so much traction?

  • Affordable Pricing: Suzuki’s entry-level models are well within reach of many South Africans.

  • Toyota Partnership: This collaboration boosts confidence in Suzuki’s reliability and service.

  • India Advantage: With production based in India, Suzuki can offer vehicles at lower prices without compromising quality.

  • Clever Marketing: Suzuki speaks to young families, first-time buyers, and practical consumers through consistent messaging.

The result? Suzuki regularly breaks its own sales records and continues to chip away at VW’s lead.

3. Comparing Sales: A Race to Watch

Take a look at the numbers that tell the story:

  • 2020: Suzuki – 16,527 | VW Group – 63,481

  • 2021: Suzuki – 27,583 | VW Group – 71,577

  • 2022: Suzuki – 47,178 | VW Group – 69,801

  • 2023: Suzuki – 49,436 | VW Group – 67,456

  • 2024: Suzuki – 59,574 | VW Group – 66,439

In just four years, Suzuki cut VW’s lead from over 46,000 units to fewer than 7,000. And that includes Audi in VW’s tally. Without it? The race might be even closer than we think.

4. What Suzuki Gets Right

Suzuki has crafted a near-perfect formula for South Africa’s market:

  • Most models under R250,000

  • Excellent fuel efficiency

  • Low maintenance costs

  • Simple, reliable design

In a country where cost of living continues to rise, Suzuki has found a sweet spot.

5. How VW Can Hold Its Ground

Volkswagen isn’t down and out. The brand still commands loyalty and has a legacy few others can match. But it will need to act fast:

  • Reintroduce Value-Focused Models: There’s demand for affordable VWs beyond the Polo Vivo.

  • Local Assembly and Pricing Adjustments: Could VW look to expand local production?

  • Reconnect with Younger Buyers: VW’s image needs a refresh among budget-conscious millennials.

VW has the tools—but whether it uses them effectively is the real question.

6. What’s in It for the Customer?

As these brands go head-to-head, car buyers benefit:

  • More Choice: Greater competition means more models in the affordable space.

  • Better Deals: Expect stronger financing packages and trade-in offers.

  • Improved Service: To stay competitive, brands will push harder on after-sales support.

In the end, healthy competition means more value for your rand.

7. What Lies Ahead?

With continued momentum, Suzuki could surpass VW as early as 2025. But the auto industry is unpredictable. Exchange rates, government policy, and consumer confidence all play a role.

Industry bodies like NAAMSA will be crucial in tracking the official rankings. And with the Department of Trade, Industry and Competition expected to weigh in, the playing field could still shift.

Conclusion: The Real Winners Are the Buyers

While Volkswagen and Suzuki battle it out, South African consumers have the most to gain. Whether you’re looking for reliability, affordability, or resale value, you now have more quality options than ever.

So keep your eyes on the road—the race isn’t over yet.