Finance · South Africa
South African Car Buyers Now Value Experience Over Brand Name
Moneyweb · 2026/03/26
Summary
In South Africa's new car market, customers are shifting their focus from just the car brand to the overall experience of owning the vehicle. According to industry expert Liezel Jonkheid, car buyers now value the ownership experience more than just the brand name. This means car dealers and manufacturers must improve service, support, and after-sales care to keep customers loyal. The market is becoming more competitive, with experiences like maintenance, customer service, and convenience playing a bigger role in decisions. For buyers, this could lead to better services and offers from companies eager to provide more than just a car badge. It also shows that investing in improved customer care and experience can be a key advantage for car sellers in South Africa.
OnABudget takeaway: For car buyers in South Africa, it means you should look beyond just the brand and consider the service and ownership experience, which can save you money and hassle in the long run. Small businesses selling cars can benefit by focusing on excellent customer service to stand out.