More Chinese brands en route to SA

The Chinese onslaught 2.0 is now well under way and by all accounts, it will continue into 2026.

There are at least five more Chinese vehicle brands on their way to the country in the coming 12 months. Some of these brands are linked to an existing larger brand, and others, such as Changan, will start from scratch.

The market is deeply divided about the extra brands coming to Mzansi. Those against the introduction of new brands say that South Africa’s market is already deeply fragmented.

South Africa already counts among the vehicle markets with the most diverse vehicle brands, with all vehicle manufacturing regions represented and most brands selling in very small volumes.

This camp is also quick to mention that the new brands do not grow the market but simply fragment sales further.

On the other side of the argument are those who welcome more competition and choice. Those on this side of the argument point to brands such as Chery and GWM have established themselves among the Top 10 with sales that have benefitted their dealers.

The entry of new Chinese brands does indeed offer an opportunity for dealers to grow their offering.

Changan is actively looking for new dealers, as are Geely and Dongfeng. Others, such as BYD, have indicated that they would be open to expanding their dealer network as their sales grow, although they seem to have chosen a small number of dealer groups to partner with.

Of the expected new entrants, Changan is certainly the largest brand expected over the next few months.

The company was previously known as Chana and had a brief stint in South Africa between 2008 and 2013 when it sold cars such as the Chana Benni.

While its first round in the country was underwhelming, the company has changed dramatically in the last decade. It also counts among the four largest Chinese vehicle manufacturers, with a history stretching back further than Mercedes-Benz.

Changan is expected to introduce a range of cars and SUVs in the market, with its luxurious new energy range Deepal as its flagship and brand champion. The company is also expected to launch its Hunter, the bakkie that was the mechanical donor for the Peugeot Landtrek.

Dongfeng launched in South Africa around the same time as the Soccer World Cup and then left. This time, however, it is its compact electric vehicles that are leading the charge.

The first Dongfeng to be launched was the Box at the start of this year. The company is, however, still working on its sales and pricing strategy. It is expanding its dealer network and it is actively looking for retail partners.

The same applies to Geely, who came and went, but who is now returning to South Africa as a wholly owned Chinese subsidiary. The company has also undergone a major transformation from the brand that we saw a decade and a half ago, with modern new energy vehicles and SUVs on their way.

Dealers are also invited to look out for brands such as iCaur (an all-electric brand from Chery), Leapmotor (an electric brand represented by Stellantis), Denza, the luxury brand from BYD, and Foton Heavy Trucks.