In South Africa, Chinese automakers have gained significant traction, especially in the petrol and diesel categories. Brands like Chery and GWM have outpaced their more established European competitors, largely due to their perceived value for money. However, when it comes to electric vehicles (EVs), the story is different, with European brands still leading the charge in terms of sales.
Electric Vehicles: A Premium Market
Unlike their traditional counterparts, EVs are viewed as premium purchases, often reserved for wealthier buyers. The trend of choosing Chinese cars for their affordability doesn’t extend to this segment. EV buyers tend to gravitate towards well-known European car brands like BMW, Volvo, and Mercedes-Benz, which are synonymous with status and quality. This preference is evident in the sales figures for 2024.
The Top EVs in South Africa for 2024
Looking at the best-selling EVs on AutoTrader, a South African used-car platform, European brands dominate the market. The Volvo EX30 topped the list with 74 units sold, priced at an average of R927,583, while the Volvo XC40 Recharge, another Swedish model, followed closely behind. BMW’s i3 and iX models also featured prominently, showcasing German engineering’s stronghold on the South African EV market.
In contrast, Chinese models like the GWM Ora 03 and BYD Atto 3, while offering competitive prices between R539,900 and R835,950, did not make it into the top 10. The GWM Ora 03, despite being the most listed EV on AutoTrader, failed to make the cut in terms of actual sales performance.
AutoTrader Top 10 Best-Selling EVs for 2024
| Model | Units Sold | Average Price | Origin Country |
|---|---|---|---|
| Volvo EX30 | 74 | R927,583 | Sweden |
| Volvo XC40 Recharge | 73 | R1,081,090 | Sweden |
| BMW i3 | 64 | R509,711 | Germany |
| BMW iX | 61 | R1,349,055 | Germany |
| Mini Cooper SE | 50 | R512,059 | Germany |
| BMW iX3 | 41 | R1,037,433 | Germany |
| Audi e-tron | 28 | R1,296,915 | Germany |
| Volvo C40 Recharge | 27 | R1,237,869 | Sweden |
| Jaguar I-Pace | 27 | R996,124 | United Kingdom |
| BMW i4 | 24 | R1,266,290 | Germany |
Brand Loyalty: A Key Factor
One of the significant barriers for Chinese EVs in South Africa is brand recognition. Although Chinese EVs may offer similar specifications to their European counterparts, many potential buyers still prefer to choose a well-established nameplate. Even the Volvo EX30, which was developed in collaboration with Chinese company Geely, carries the Swedish brand’s reputation, further highlighting the role brand loyalty plays in this market.
The Future of Chinese EVs in South Africa
While the current landscape favours European brands, Chinese EVs are making inroads. GWM’s strategy to enhance its brand recognition by applying its badge across all models, including Ora and Haval, may help improve sales figures in the future. Additionally, BYD’s reputation is growing internationally, and the brand is expected to expand its footprint in South Africa. New models like the BYD Dolphin Mini and the BYD Sealion 7 SUV are set to hit the market by the end of 2025, which could significantly alter the competitive landscape.
Other Chinese brands, such as Chery’s Jaecoo sub-brand, plan to introduce fully electric vehicles like the J6 off-roader, which will compete with established names like the Toyota Prado and Land Rover Defender. Despite some delays, Chery’s Omoda brand is also gearing up to launch the electric E5 in South Africa, a version of the popular C5.
Pricing and Discounts: Attracting More Buyers
The pricing strategy of Chinese EVs in South Africa is also worth noting. Chinese manufacturers are offering aggressive discounts to attract buyers. For example, the GWM Ora 03 300 Super Luxury is currently available at R499,950, a substantial discount from its original price of R686,950. These price reductions make Chinese EVs more accessible to a wider range of customers, though they still face an uphill battle in overcoming the brand preference for European vehicles.
Business Day Top 10 Best-Selling EVs for 2024
| Model | Units Sold | Origin Country |
|---|---|---|
| Volvo EX30 | 406 | Sweden |
| BMW iX3 | 221 | Germany |
| Volvo XC40 | 103 | Sweden |
| BMW iX | 80 | Germany |
| Mini Cooper SE hatch | 69 | Germany |
| BMW iX1 | 66 | Germany |
| GWM Ora 03 | 43 | China |
| BMW i5 | 38 | Germany |
| Mercedes-Benz EQA | 34 | Germany |
| Mini Countryman SE | 30 | Germany |
Looking Ahead
The future of Chinese EVs in South Africa looks promising. As more models become available, and as Chinese automakers work on improving their brand recognition, it’s likely that they will begin to rival their European competitors. However, for now, European brands continue to dominate the EV segment, as South African consumers remain hesitant to embrace lesser-known Chinese names in this high-end market.
While Chinese cars have proven themselves in the petrol and diesel categories, their EV counterparts still face an uphill battle in South Africa. With new models and improved branding strategies, the landscape may shift in the coming years, but for now, European automakers remain at the forefront of the electric vehicle market.
Related article: South Africa’s Best-Selling Car Brands of 2024 – Top 10 Revealed
