Special- or limited edition models are ubiquitous in the new-vehicle market; they can seem “more pastry than filling”, but if you can recognise why such vehicles exist, you may be able to better distinguish between the cynical and worthwhile offerings.
From a well-seasoned Toyota Tazz to an Eskom budget-blowing Aston Martin, it would seem South Africans just can’t get enough of the marketing razzmatazz around “special” or “limited” editions.
While in a handful of cases “special” – or that other well-worn marketing buzzword “limited” – edition cars are objectively and justifiably distinct than the lesser models they’re based upon, most of the time such sales… okay, let’s call ’em “interventions”, are only called upon to ignite interest in unsold inventory, extend an aging model’s lifespan until its replacement arrives, or justify a cynical cash-grab.
Is the model due for a facelift – or being run out?
The introduction of these special or limited edition derivatives also follows an established pattern that traces a line-up’s sales curve.
Special versions are released when interest starts to wane or a range begins to “look its age”. Consider, for example, the introduction of an apex BMW M, or Mercedes-AMG, or Audi RS variant late into its base model’s product cycle: it may offer extra spec before a pricier mid-life facelift makes an appearance and is likely to reappear in the car’s twilight years, while its maker is preparing to unbox an all-newsuccessor.
But as a rule: the longer the model lifespan, the more marketing-department specials buyers can expect.
How many of these sound familiar? Accessorised versions of run-out versions sold as exclusive models; meaningless numbered plaques; too many performance packs or special editions to keep up with; the calling upon of otherwise little-known heritage tidbits or colour palettes that nobody cares about; and, almost always, the chestnut of specially-badged versions that offer ZERO performance advantages.
Take, for example, the Toyota Hilux Legend 55 that was announced recently and is set to hit showrooms in July. The current 8th-gen Hilux turns 9 this month. But because the next-gen Hilux isn’t due until at least the end of the year and Hiluxes tend to have relatively extended life cycles, Toyota has to resort to Legend treatment (so released every 5 years, since 2004) to keep the ageing Hilux on life support.
You can also bet your bottom Rand the Legend’s engine specification will be no different from the bog standard Hilux 2.8-litre’s 150 kW/500 Nm output; or perhaps it’ll offer 165 kW/550 Nm – if we’re lucky.
Against the shiny newness of its newer archrival: the Ford Ranger (which is also known to spawn special editions at will; remember the previous-gen Stormtrak?) surely Toyota’s advertising agency quivers in fear with each passing year over having to re-package the Hilux dynasty’s time-honoured story. Yet, in truth, they needn’t panic, seeing as the Hilux continues to perch at the top of new vehicle sales stats.
See also: Ford Ranger (2015-2022) Buyer’s Guide
‘Black Edition’ isn’t special if every brand has one
Sadly, whatever brand or model you favour, over the years almost everybody from Alfa Romeo to Volvo has uncorked a special/limited edition at least once. There’s also an ongoing penchant among marketers to label their alleged “collector’s items” according to the world’s darkest hue – black, even if Mercedes-AMG’s zenith treatment does offer admittedly worthy upgrades in the brand’s Black Series models.
On the other hand, it beggars belief that marketers at Audi, Bentley, Mahindra, Porsche, Range Rover, Toyota and Volvo (and these are just from the first 2 pages of googling) are so creatively bankrupt that they cannot imagine labelling their upgraded stickers-and-spec cars anything other than “Black Edition.”
Sometimes, you do get something extra…
Of course, there are exceptions. Volkswagen’s 5-year anniversary editions of the Golf GTI, such as 35 and its Clubsport successor, were excellent examples of a special version done right, with tasteful but minor modifications under and outside the bonnet. It’s a pity SA missed out on the 8th-gen Clubsport.
But unfortunately, there was also 2021 VW’s Polo Vivo Mswenko, which was priced (R246 900, at the time) almost R20 000 dearer than its Comfortline sibling. For that premium, it only came with a different colour palette and flashier wheels, but no performance upgrade to match its boy-racer looks. Which is not dissimilar to what BMW is offering with its Mzansi interpretation of its popular models.
Watch Ciro De Siena’s video review of the 2021 VW Polo Mswenko:
Manufactured exclusivity, with a healthy markup
Unfortunately, some carmakers have dressed up their limited editions as Fast & Furious extras with big rims and body kits, only for the cars to be better suited for Driving Miss Daisy due to paltry performance. On the other extreme, however, Porsche continuously conspires to keep its owners of its 911 GT3 RS forking out for exclusivity. Check out the most exclusive Porsche 911s listed for sale on Cars.co.za
As if the Weissach Pack isn’t special enough, there’s now also the outworldly Manthey Kit (shown above). Both are undoubtedly valid upgrades to what is already the most race-ready road car you can buy, but which of these two über-performance packs is truly the über-est for your über-911?
There’s seemingly no top rung on the GT3 RS performance ladder, and even if there is, the Zuffenhausen-based company wants you to keep on paying to find out how to get there.
Leaning (hard) on brand legacy
Another carmaker with a racing heritage is Jaguar. At a time when many of its counterparts across segments are walking back their EV plans owing to lesser-than-expected uptake of the technology, the Coventry-based British marque has remained committed to an all-electric future.
See also: No time to die? Jaguar’s big EV leap into the unknown
Only that the brand still has some old internal combustion engine (ICE) stock to sell while treading water until the EV cars materialise. In the meantime, they’re conjuring up obscure heritage iconography to help move the final remaining versions of the aged F-Type – at a significant premium.
Incidentally, Jaguar’s sister brand Land Rover, also has no hesitation in using the Heritage Edition modifier. There’s an Adventure version too, but to be fair these editions are treated more as trim grades.
Although the French have a less-than-stellar history of colonisation throughout the continent, that hasn’t stopped Peugeot from sticking an “Africa” badge on their Landtrek bakkie. Few people will probably notice or care given how few Landtreks sell each month; a fate similarly befalling the recently replaced Mitsubishi Triton Xtreme (because intentionally misspelt names always sell more products, right?)
Look for an optimised value proposition
It’s well worth considering a special- or limited edition if it offers much-needed spec updates (to notably update its user experience, for example), especially if it’s offered at the same price (or only nominally more) than the trim grade it’s based upon, but alas, not all special versions are destined for greatness.
Some have sadly been forgotten, such as BMW’s SA-only (E92) M3 Frozen Edition and (F10) M5 Pure Metal; while others, such as the recent Hyundai Venue Limited Edition, perhaps deserve to be forgotten.
The list of ambiguously-valued faux South African special editions is varied as the history of occurrences is long. Nissan’s final 150 units of the epochal 1400 bakkie, which was produced between 1971 up to as recently as 2008, were perhaps in a rare instance of sincerity – labelled as Heritage versions; and ran out at more or less the same time as Ford’s Bantam Montana (shown below).
And speaking of which, the green-and-gold Ford Cortina Springbok Mk3 edition bakkie is every bit of a South African institution as the BMW 333i, 745i, Opel Kadett Superboss or the Capri Perana V8.
So, how about it, Ford South Africa – a Ranger Raptor Siya Kolisi Limited Edition just in time for the 2027 Rugby World Cup?
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