Big trouble for BMW, Merc and other premium cars in South Africa
The premium vehicle segment in South Africa faces significant headwinds as the weak economy, high interest rates, high fuel prices are causing motorists to shun high-price cars and opt for something more affordable – like a swathe new Chinese entrants.
South Africa’s vehicle industry is under pressure, with the latest figures showing a 0.9% decline in the market compared to February 2023.
New vehicle sales for February came in at 44,749 units, up a respectable 6.9% (3,113 units) on January’s performance – but new vehicle sales are tracking 1.7% down on 2023 performance year-to-date.
According to the National Automobile Dealers’ Association (NADA), economic pressure and political uncertainty continue to impede growth in the sector.
The market, totalling 44,749 units, faced headwinds from the recent fuel price increase and anticipation of another hike for March.
“The budget speech further strained consumer pockets, compounded by the looming general election. Reserve Bank Governor statements on maintaining high interest rates have added to the prevailing negative sentiment,” the group said.
This was echoed by vehicle financier WesBank, which noted that “tough first-half trading conditions are impacted by consumer and business uncertainty in the lead up to elections, continued economic headwinds of high-interest rates and fuel prices and inflation that has edged more towards the upper end of the target scale”.
Passenger car sales dipped by 3.1%, but there were some positives, with light commercial vehicles experiencing 2.5% growth.
The heavy truck market also showed robust demand, with a 14% month-on-month increase, NADA said.
Dealer sales accounted for 37,913 units, or 84.7% of total sales, indicating some consumer appetite, supported by dealership incentives.
Also a positive, exporting manufacturers saw a bright spot, with built-up unit exports increasing by 27.5% to 39,517 units, offering a glimmer of hope amidst domestic challenges.
“We observe a trend of consumers downsizing and conducting extensive research into pricing and financing options. Affordability remains a crucial factor in purchasing decisions. South Africans are increasingly turning to more budget-friendly vehicles due to economic challenges, high interest rates, and escalating fuel costs,” NADA said.
The group also noted that the local market is becoming increasingly competitive, with a growing number of Asian participants – particularly Chinese brands making a significant impact in both the passenger car and overall truck markets.
Sales for Audi, Mercedes-Benz, and BMW have more than halved in the last decade – with total sales declining from 71,889 in 2014 to 26,202 in 2023.
“Statistics from naamsa highlight a shift towards Chinese-manufactured vehicles, driven by competitive pricing, quality, and high-tech specifications,” NADA said.
“This trend is reshaping the competitive landscape, posing challenges for traditional premium dealerships.”
NADA noted that the premium segment is under pressure, with customers shifting from new vehicles to demos and pre-owned cars.
“Some loyal premium brand customers extend maintenance plans, but the majority are either buying down, waiting or transitioning to pre-owned vehicles, leading to significant growth in the pre-owned car market compared to new cars,” it said.
The group said that the economic pressures and shifting dynamics in the market are causing a re-evaluation of traditional brand loyalty.
“Consumers are adapting to budget-friendly options, including Chinese-manufactured vehicles, marking a significant shift in the industry landscape.”
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