New Chinese carmaker coming to South Africa with help from Saudi Arabia

Cars from Chinese-based Changan Automobile will soon enter the South African market via a partnership with Saudi Arabian-based Jameel Motors.

Changan Automobile is one of China’s four largest automotive groups, with a presence in 70 countries and sales of 2.7 million units in 2024.

The brand is known for its focus on safety, innovation, and technology. It has over 1,800 engineers and technicians working across R&D centres in 10 cities and six countries.

The company has established itself among its competitors, consistently ranking in J.D Power’s Initial Quality study since 2018.

Jameel Motors will act as Changan Automobiles’ South African distributor, marking its entrance into the country.

The company operates in 10 countries, including the Middle East, Africa, Europe, Asia, and, most recently, Australia.

It said that the South African market represents a long-term investment opportunity, as it is the largest automotive market in Africa.

In 2024, new vehicles in South Africa totalled over 500,000, and there is growing demand for affordable vehicles with the latest technology.

The agreement will see Jameel Motors distribute sports utility vehicles, sedans, pickups, and new-energy vehicles (NEVs) in South Africa.

Jameel Motors said that its commitment to South Africa will create jobs and develop local dealerships.

New brands on the way

Jameel Motors will primarily focus on the distribution of Changan and Deepal products. CHANGAN will offer sedans, SUVs and pickup combustion engine (ICE) vehicles. DEEPAL will focus on NEVs.

Jameel Motors said the vehicles are ideal for South Africa’s diverse terrain and road conditions. They are planned to be available for purchase in Q4 2025.

“This is a new milestone for our business in South Africa. Changan Automobile, as a leading Chinese automotive company, has been committed to building a world-class automotive brand.”

“We are confident that, through the strategic cooperation with Jameel Motors, we will be a key player in the South African market,” said XIAO Feng, General Manager, Changan Automobile Middle East and Africa.

“I am honoured to join a business that is building on 70 years of automotive excellence, as we introduce Changan and Deepal vehicles to South Africa,” added Marinus Venter, Country Manager for Jameel Motors.

“By leveraging Jameel Motors’ extensive experience and Changan Automobile’s renowned focus on safety, quality, and technology, we can meet the diverse automotive demands of South African drivers.”

Venter has 18 years of experience leading automotive brands. He has introduced several new models to the market for Nissan and Mercedes-Benz Vans.

He has experience in after-sales, marketing, business planning, product management, customer service and parts.

Chinese cars gaining ground

Asian carmakers continue to perform well in South Africa, with the latest data from TransUnion showing major growth for India’s Mahindra, China’s Chery and Japan’s Suzuki.

These three brands recorded the highest year-on-year growth in Q4 2024, increasing by 37.4%, 23.7%, and 22%, respectively. 

The rise of Chery’s sub-brands, Omada and JAECOO, and the growing popularity of BAIC have further solidified and strengthened the dominance of Asian carmakers.

According to Naamsa’s total 2024 sales data, Chinese brands are brushing shoulders with the best-selling car brands in South Africa.

Chery was the sixth-best-selling brand in the country with 1,867 vehicles sold in 2024. GWM was the seventh-best at 1,686 sales.

Looking back at 2023, only Haval, which is now part of GWM, made the top 10 in terms of yearly sales.