Volkswagen (VW) emerged as the most-searched car brand in South Africa in 2024, recording a staggering 81,053,923 searches throughout the year on AutoTrader. This figure translates to an impressive 2.6 searches every second, highlighting the immense consumer interest in the brand. This surge in popularity was driven by a significant 74% increase in searches for the VW Polo Vivo.
Top 10 Most-Searched Car brands in South Africa
Following VW, BMW and Toyota secured the second and third spots, respectively, with remarkable search figures. In total, over 663 million searches were conducted on AutoTrader in 2024, marking a 42% increase from the previous year.
Here’s a breakdown of the top 10 most-searched brands in South Africa’s used-car market for 2024:
| Rank | Brand | Searches | Searches per second |
|---|---|---|---|
| 1 | VW | 81,053,923 | 2.6 |
| 2 | BMW | 79,299,132 | 2.5 |
| 3 | Toyota | 71,047,526 | 2.2 |
| 4 | Mercedes-Benz | 61,583,474 | 2.0 |
| 5 | Ford | 38,588,250 | 1.2 |
| 6 | Audi | 37,846,932 | 1.2 |
| 7 | Hyundai | 19,477,674 | 0.6 |
| 8 | Land Rover | 16,412,423 | 0.5 |
| 9 | Suzuki | 15,456,275 | 0.5 |
| 10 | Nissan | 15,430,021 | 0.5 |
Most-Searched Models: Toyota Hilux Dominates
The Toyota Hilux remains South Africa’s favourite vehicle, with a remarkable 12,371,080 searches in 2024. Close behind, the VW Polo garnered 11,305,009 searches. The Ford Ranger, named Car of the Year in 2023, secured third place with 9,366,333 searches.
Below are the top 10 most-searched vehicle models in South Africa in 2024:
| Rank | Model | Searches |
|---|---|---|
| 1 | Toyota Hilux | 12,371,080 |
| 2 | VW Polo | 11,305,009 |
| 3 | Ford Ranger | 9,366,333 |
| 4 | VW Golf | 7,048,674 |
| 5 | BMW 3 Series | 6,860,624 |
| 6 | VW Polo Vivo | 6,098,336 |
| 7 | BMW M3 | 5,593,754 |
| 8 | Mercedes-Benz C-Class | 5,282,488 |
| 9 | Toyota Fortuner | 4,910,992 |
| 10 | BMW X5 | 4,295,359 |
Most-Searched Variants: VW Leads the Way
When it comes to vehicle variants, the VW Golf GTI continued to dominate with 6,685,962 searches. In fact, VW claimed the top four positions, with the Golf R, Polo GTI, and Polo 1.0 TSI all making strong showings. The combined total of these four variants amounted to a huge 22,063,994 searches.
Here’s a look at the top 10 most-searched vehicle variants:
| Rank | Variant | Searches |
|---|---|---|
| 1 | VW Golf GTI | 6,685,962 |
| 2 | VW Golf R | 5,468,655 |
| 3 | VW Polo GTI | 4,983,755 |
| 4 | VW Polo 1.0TSI | 4,925,622 |
| 5 | Toyota Hilux 2.8GD-6 | 3,576,392 |
| 6 | Ford Ranger Wildtrak | 3,484,819 |
| 7 | Mercedes-AMG C63 | 2,644,616 |
| 8 | BMW 320d | 2,482,722 |
| 9 | Mercedes-Benz C200 | 1,976,803 |
| 10 | BMW 320i | 1,872,973 |
Rising Interest in Chinese Brands
The 2024 AutoTrader report also highlighted the growing interest in Chinese car brands, with searches for these vehicles increasing by 112% during the year. Omoda, in particular, experienced a remarkable 197% surge in searches, underscoring the rising consumer awareness and interest in Chinese vehicles.
Here is a summary of the YoY search, view, enquiry, and sales trends for Chinese car brands:
| Brand | YoY Searches | YoY Views | YoY Enquiries | YoY Sales |
|---|---|---|---|---|
| Haval | 76% | 53% | 57% | 16% |
| Chery | 97% | 72% | 79% | 60% |
| GWM | 98% | 77% | 63% | 22% |
| Omoda | 213% | 187% | 565% | 336% |
| BAIC | 41% | 11% | 44% | 59% |
| JAC | 192% | 163% | 177% | Inactive |
VW Reigns Supreme in the Used-Car Market
The 2024 AutoTrader Annual Car Industry Report underscores the growing dominance of VW in South Africa’s used-car market, driven by strong consumer interest in models like the VW Polo Vivo. With a clear surge in searches, particularly for top-performing brands and models, the data reflects shifting consumer preferences and the increasing influence of both local and international automotive brands in the market.
Related article: Most Popular Used Cars in South Africa: Top Choices by Province
