THE AUTOMOTIVE REPORT
Disruption, Influencers & Brand Battles
In 2024, South Africa's automotive sales and online conversations fell by 3%, signalling a shift in consumer preferences. Brands can secure long-term success by building trust, improving affordability, and refining messaging.
NEWCOMERS CHALLENGING LEGACY BRANDS
Volkswagen and Toyota remain dominant, but challenger brands like Omoda (79% positive sentiment) and Jaecoo (81% are gaining ground with "affordable luxury." Chery's Tiggo 4 Pro ranked sixth in sales, reinforcing this trend.
LUXURY BRANDS: PRESTIGE VS. PRICE
Mercedes-Benz and Porsche maintain aspirational appeal, but affordability concerns drive high negative sentiment (72% and 63%, respectively), signalling a need for better value positioning.
INFLUENCER POWER
Campaigns like Subaru's #LiyemaxSubaru (18,000 mentions) and Omoda's partnership with Khosi Twala (8,500 mentions) show that targeted digital engagement boosts brand visibility.
REBRANDING RISKS
Jaguar's rebrand in November 2024 led to a 57% spike in mentions but with 77% negativity, proving bold changes require transparent, consumer-focused communication.
OPPORTUNITIES FOR AUTOMOTIVE BRANDS
Social sentiment may not directly drive sales, but it can
reveal brand health and market trends. By tracking online
conversations, building trust, adapting to affordability, and
engaging authentically, automotive brands can turn
attention into lasting success.