South Africans often dream of owning high-end, multi-million-rand luxury cars, but the reality of their budgets means they usually settle for far more affordable options.
Aspirations vs. Reality in Car Buying
A recent report by AutoTrader highlights the gap between aspiration and affordability in the local second-hand car market. The data reveals that while many consumers frequently browse listings for premium models such as the Porsche 911 and BMW X5, their actual purchases tend to be more budget-friendly, like the Suzuki Swift and VW Polo Vivo.
Given that the average salary in South Africa is around R28,231 before deductions, even the most affordable Porsche remains out of reach for most. This financial constraint forces many buyers to opt for practical and economical alternatives.
Most Viewed vs. Most Sold Cars
Certain vehicles managed to appear on both the most viewed and most sold lists in 2024, underscoring their popularity and practicality. These include the VW Polo, Ford Ranger, and Toyota Hilux.
The Ford Ranger emerged as South Africa’s best-selling used vehicle with 20,914 units sold, making it a top choice for many buyers. Interestingly, it was also the second-most viewed car, attracting 13,155,370 advert views.
Despite being the most viewed car, with over 15.4 million advert views, the VW Polo only ranked as the third-best-selling used car, with 15,710 units sold. This suggests that while many consumers desire the Polo, budget constraints may lead them to opt for the more affordable Polo Vivo, which was the fourth best-selling car but only the seventh most viewed.
Similarly, the Toyota Hilux was the fifth-most viewed vehicle, with over 12 million advert views, yet it secured the second-best-selling spot with 17,294 units sold. Other cars that featured prominently on both lists included the BMW 3 Series, Mercedes-Benz C-Class, and VW Polo Vivo, which all blend affordability, quality, and brand trust.
“These vehicles strike the right balance between price, reliability, and availability of spare parts,” said AutoTrader CEO George Mienie. He noted that many of them are locally manufactured, have strong brand reputations, and are backed by extensive dealership networks.
The Bigger Picture: Aspirations vs. Reality
AutoTrader’s data also reveals consistent trends in consumer behavior. While practical cars dominate sales, aspirational models continue to capture attention. The VW Golf, for instance, ranked as the third-most viewed car, despite not making it onto the top 10 best-sellers list. This is likely driven by the popularity of high-performance variants like the Golf GTI and Golf R.
Luxury and sports cars also attracted significant online interest. The Porsche 911 received nearly 4.8 million advert views, and the BMW X5 followed closely with 4.7 million. However, neither of these models came close to the top 10 best-selling list, reaffirming the idea that consumers love to browse their dream cars, even if they can’t afford them yet.
Top 10 Most Viewed vs. Most Sold Cars in 2024
| Rank | Most Viewed (Advert Views) | Most Sold (Units Sold) |
|---|---|---|
| 1 | VW Polo (15,498,776) | Ford Ranger (20,914) |
| 2 | Ford Ranger (13,155,370) | Toyota Hilux (17,294) |
| 3 | VW Golf (12,823,978) | VW Polo (15,710) |
| 4 | BMW 3 Series (12,218,746) | VW Polo Vivo (12,835) |
| 5 | Toyota Hilux (12,018,281) | Toyota Fortuner (8,438) |
| 6 | Mercedes-Benz C-Class (9,035,459) | Mercedes-Benz C-Class (6,894) |
| 7 | VW Polo Vivo (6,145,893) | Suzuki Swift (6,136) |
| 8 | BMW 1 Series (5,775,453) | BMW 3 Series (5,753) |
| 9 | Porsche 911 (4,770,279) | Nissan NP200 (5,405) |
| 10 | BMW X5 (4,697,510) | Isuzu D-Max (4,824) |
Key Features of Popular Cars
| Model | Key Features |
|---|---|
| VW Polo | Fuel-efficient, compact, affordable maintenance |
| Ford Ranger | Durable, powerful engine, off-road capable |
| Toyota Hilux | Reliable, strong resale value, versatile usage |
| VW Polo Vivo | Budget-friendly, easy to maintain, widely available |
| Toyota Fortuner | Spacious, great for families, strong performance |
| Mercedes-Benz C-Class | Luxury features, comfortable ride, premium brand |
| Suzuki Swift | Economical, fun to drive, small but spacious interior |
| BMW 3 Series | Sporty, stylish, powerful engine options |
| Nissan NP200 | Affordable, practical for small businesses |
| Isuzu D-Max | Rugged, high towing capacity, reliable |
South Africans may aspire to own luxury cars, but financial constraints mean they often choose more affordable and reliable models. While high-end vehicles like the Porsche 911 and BMW X5 dominate browsing history, the best-selling cars remain practical options like the Ford Ranger, VW Polo, and Toyota Hilux. This contrast between aspiration and affordability underscores the economic realities of car buying in South Africa.
Related article: WeBuy Cars vs. AutoTrader vs. Cars.co.za: Which Platform is Right for You?
