South Africa’s automotive industry is undergoing a profound transformation. While traditional marques remain familiar and trusted, a growing number of buyers are turning towards new‑era brands that promise stronger features, modern engineering, and better value.
Marinus Venter, Country General Manager for Jameel SA, which imports Changan, observes: “People are no longer choosing brands based purely on heritage. They’re choosing based on what the product delivers today.” This shift reflects a global trend where innovation‑driven manufacturers are steadily gaining ground against long‑established names.
Advances in supply chains, manufacturing technologies, and international testing standards have levelled the playing field. Quality is no longer the sole preserve of legacy brands. “Modern, global manufacturing has levelled the playing field,” Venter explains. “Consumers now understand that excellence can come from anywhere, as long as the engineering is sound and the testing is thorough.”
Changan exemplifies this new approach. With international design centres, joint ventures with leading suppliers, and recognition as a global innovator, the brand demonstrates how credibility can be earned through engineering excellence and consistent performance. South African consumers increasingly trust these credentials, particularly when vehicles prove reliable on local roads.
Affordability alone is insufficient. Buyers now demand a blend of technology, safety, design, and reliability at attainable prices. New‑era brands excel here, offering advanced safety systems, infotainment, and high specifications as standard rather than costly extras.
Consumer trust is shaped by real‑world experiences, reviews, and word‑of‑mouth rather than brand history. “South Africans trust what they can see and experience for themselves,” Venter notes. Changan’s expanding dealer network and strong parts availability reinforce this trust, ensuring after‑sales support matches product quality.
The rise of these brands signals a decisive industry evolution. Credibility must be demonstrated, not assumed. As Venter concludes: “Consumers want proof. They want value. They want modern engineering they can rely on. The brands that deliver on these expectations will define the future.”
