We’ve crunched the numbers to calculate market share and see which of South Africa’s top 10 automakers grew and which ones shrunk in 2024. Here are your winners and losers…
South Africa’s new-vehicle market declined 3.0% year on year to 515 712 units in 2024. So, which of Mzansi’s mainstream automakers bucked the industry trend and grew their sales, year on year? And which ones actually shrunk (and perhaps even lost market share) compared with their 2023 performance?
Well, we’ve tallied up the sales figures – and calculated overall market share, too – to identify South Africa’s 10 best-selling automakers of 2024, allowing us to compare these numbers with 2023’s statistics.
So, here’s your comprehensive overview of the respective performances of the main players in the country’s new-vehicle market. For the record, the top 10 welcomed a new brand in 2024, which was 1 of 4 on the table that enjoyed some degree of year-on-year growth. Meanwhile, the remaining 6 automakers suffered sales declines compared with 2023.
Toyota still king as Suzuki closes on VW Group
While the podium was unchanged in 2024, sales from runaway leader Toyota (including its Lexus and Hino brands) interestingly slipped 9.8% year on year to 128 663 units. By our maths, that puts the Japanese automaker’s local market share at a still-heady 24.9% (down from 2023’s record of 26.8%). So, virtually 1 in every 4 new vehicles registered in Mzansi last year came from the Toyota stable.
Having now led South Africa’s new-vehicle market for 45 straight years, Toyota was again far ahead of the 2nd-placed Volkswagen Group, with the latter firm’s total – which includes Audi sales – falling 1.4% year on year to 66 486 units. Despite this marginal year-on-year decrease in volume, the VW Group marginally grew its market share in a declining industry, from 2023’s 12.7% to 12.9% in 2024.
However, the 3rd-placed Suzuki closed the gap on its German rival to just 6 912 units in 2024, with local sales of this increasingly popular Japanese brand surging 20.5% year on year (representing the 2nd-strongest instance of growth in the top 10) to 59 574 units. For the record, that translates to an impressive market share of 11.6%, up from 9.3% in the prior 12-month period. Will 2025 be the year Suzuki overtakes the VW Group?
Ford pushes past Hyundai (and Isuzu climbs, too)
Meanwhile, Ford ramped up its local sales by 6.7% year on year to finish on 32 766 units. In the process, the Blue Oval brand – which relied on its Silverton-built Ranger for a considerable 78% of its overall total – moved up a position to grab 4th place, while also growing its market share from 5.8% in 2023 to 6.4% in 2024.
That saw Hyundai slip a ranking to 5th, ending the year on 30 759 units (that’s 2 007 units behind Ford). Though the South Korean firm’s local sales dipped 3.7% year on year, its share of the total market interestingly held steady at 6.0%.
What about Isuzu? Well, the Japanese firm registered a 0.1% year-on-year gain, with its 2024 tally coming in at 23 290 units (a whopping 81.5% of which were D-Max sales). That was enough for the company to climb a spot to 6th place and inch forward its market share from 4.4% to 4.5%.
Chery cracks top 10 as Nissan tries to limit damage
Despite losing what was its chief volume driver relatively early in the year – with production of the NP200 having ceased in March 2024 – Nissan managed to limit the inevitable sales damage that would come with its half-tonne bakkie’s discontinuation… to some degree, at least.
In the end, the Japanese brand slipped just a single ranking to 7th in 2024, even though its overall sales fell a considerable 23.6% year on year to 22 284 units (and its market share slipped from 5.5% to 4.3%). Ultimately, the Magnite picked up much of the slack in the absence of the now-defunct NP200, accounting for a hefty 45.1% of its maker’s total.
In contrast, Chery broke into the top 10 for the very first time, climbing 3 places to end in 8th. The Chinese firm improved its local sales performance by a hefty 22.4% year on year – representing the strongest growth in the top 10 – to finish the year on 19 971 units (a figure that excludes sales from Chery Group subsidiaries, Omoda, Jaecoo and Jetour). According to our calculations, that gives Chery a 3.9% share of the total SA market (up from 3.1% in 2023).
GWM hangs onto 9th as Renault tumbles to 10th
What about Chery’s main Chinese rival, GWM? Well, the broader Great Wall Motor family (which includes the Haval, P-Series, Tank and Ora sub-brands) fascinatingly endured its 2nd straight year of sales decline, with local registrations slipping 4.9% year on year to 18 927 units. GWM nevertheless retained 9th position, while its market share held steady at 3.7%.
Meanwhile, Renault suffered the sharpest year-on-year sales drop in the top 10 (even more significant than Nissan’s fall), with local registrations plunging 27.1% to 15 822 units (this after recording a 20.4% decline in 2023). As such, the French automaker slid 2 rankings to finish in 10th, with its share of SA’s total market contracting from 4.1% to just 3.1%.
So, which brand was booted out of the top 10 in 2024? Well, with the rise of Chery, Kia had to settle for 11th place, ending the year on 14 778 units. That represents a year-on-year decline of 22.6%, with the South Korean firm’s market share shrinking from 3.6% to 2.9%.
South Africa’s 10 best-selling automakers of 2024
| AUTOMAKER | 2024 SALES | Y-ON-Y CHANGE | MARKET SHARE | |
| 1 | Toyota | 128 663 units | -9.8% | 24.9% |
| 2 | VW Group | 66 486 units | -1.4% | 12.9% |
| 3 | Suzuki | 59 574 units | +20.5% | 11.6% |
| 4 | Ford | 32 766 units | +6.7% | 6.4% |
| 5 | Hyundai | 30 759 units | -3.7% | 6.0% |
| 6 | Isuzu | 23 290 units | +0.1% | 4.5% |
| 7 | Nissan | 22 284 units | -23.6% | 4.3% |
| 8 | Chery | 19 971 units | +22.4% | 3.9% |
| 9 | GWM | 18 927 units | -4.9% | 3.7% |
| 10 | Renault | 15 822 units | -27.1% | 3.1% |
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