Double-cab bakkies have officially surpassed German sedans as the dream cars for many South African motorists, with Ford leading the charge.
According to Cars.co.za’s latest annual industry report, high-spec pickups have become more desirable than traditional luxury vehicles such as the BMW 3 Series, Audi A4, and Mercedes-Benz C-Class. The findings mark a dramatic shift in consumer preferences compared to a decade ago, when German sedans were the dominant status symbols on South African roads.
Luxury Sedans Lose Ground
Alan Quinn, Executive: Product and Partnerships at Cars.co.za, explained that affordability is a major driver of this shift. Premium sedans from brands like BMW and Mercedes now retail for close to R1 million, making them unattainable for many buyers. Even on the used car market, these models can still fetch upwards of R500,000, further limiting their appeal.
“German sedans once dominated the aspirational market, but consumers are increasingly turning to flagship bakkies as their preferred luxury vehicles,” Quinn said.
This is reflected in AutoTrader’s used car sales data, where once-popular models like the BMW 3 Series and Mercedes C-Class no longer make regular appearances. Instead, sales charts are now topped by more affordable cars like the Toyota Starlet, as well as bakkies such as the Ford Ranger and Isuzu D-Max.
Rise of the Double-Cab
Cars.co.za highlighted that sedans have steadily declined in popularity over the past decade. In 2015, sedans made up 21.5% of the market on its platform, but that figure dropped to just 14.33% in the first half of 2025.
By contrast, double-cab bakkies saw an explosive 71.3% rise in demand over the same period.
Carmakers like Toyota, Ford, VW, and Isuzu have responded by elevating their flagship bakkie ranges. Models such as the Ford Ranger Wildtrak, Toyota Hilux Legend, VW Amarok PanAmericana, and Isuzu D-Max V-Cross now feature high-end technology and comfort features traditionally associated with luxury sedans.
Bakkies as Status Symbols
What was once a purely utilitarian vehicle has evolved into a luxury statement. High-spec bakkies now offer digital driver displays, large infotainment screens, wireless charging, leather seats, dual-zone climate control, and even heated seating features that rival, and sometimes surpass, their German sedan counterparts.
The Ford Ranger Raptor, for example, goes beyond utility by combining rugged design with performance, boasting a 3.0-litre twin-turbo V6 petrol engine that rivals hot hatchbacks in speed and handling.
Automatic transmissions have also become the norm. In 2015, only 25% of double-cabs listed on Cars.co.za were automatic, but by 2025 this number has surged to 70%, aligning with consumer expectations for comfort and ease of use.
Ford Leads the Pack
With its strong Ranger line-up, Ford has emerged as the standout winner in this consumer shift. Once overshadowed by the prestige of BMW and Mercedes sedans, Ford’s premium bakkies have cemented themselves as the aspirational vehicles of choice for South Africans combining practicality, rugged appeal, and luxury in one package.
The rise of the bakkie as a lifestyle and status symbol reflects a broader transformation in South Africa’s car culture. For many, owning a top-tier double-cab has now become the ultimate marker of success, overtaking the long-standing reign of German luxury sedans.
Related article: New Ford Bakkie Launches in SA – But There’s a Catch
