Buyers look beyond sticker price in car purchases
South African car buyers are increasingly considering the full cost of ownership rather than focusing solely on the showroom price or monthly instalment.
- Dealer News
- 11 September 2026
Hyundai Automotive South Africa officially opened Hyundai Midrand, a new dealership aimed at strengthening the brand’s presence in Gauteng and responding to growing customer demand in one of the province’s fastest-growing commercial corridors.
Stanley Anderson, CEO of Hyundai Automotive South Africa says the opening reflects Hyundai’s confidence and continued growth potential of Gauteng.
“Midrand is a strategic location for Hyundai as we continue expanding our sales and bringing our vehicles and services closer to customers. This dealership represents our commitment to convenience, innovation and delivering a world-class customer experience in a highly competitive market.”
To mark the official launch, Hyundai Midrand is introducing a range of customer-focused incentives, including cashback offers of up to R150 000 on selected models, complimentary vehicle assessments and diagnostics. Additionally, the dealership will conduct free on-the-spot trade-in evaluations for motorists looking to upgrade to a new Hyundai vehicle.

Cindy Potso, Dealer Principal at Hyundai Midrand says the dealership’s location is strategic and convenient.
“Consumers today expect speed, convenience and value. Hyundai Midrand is strategically located to ensure our existing customers as well as future Hyundai vehicle owners, enjoy a premium experience from the moment they walk through our doors,” she says.
A major differentiator for the dealership will be its advanced parts and logistics capability aimed at ensuring faster turnaround times. Chez-Lynn Ullbricht, Workshop Manager at Hyundai Midrand emphasized that the dealership’s technology-driven inventory systems would ensure industry-leading parts support.
“We pride ourselves as a high performance team that gives 100% excellent service. We ensure that customers do not experience unnecessary delays for routine repairs and servicing,” Chez-Lynn states.
South African car buyers are increasingly considering the full cost of ownership rather than focusing solely on the showroom price or monthly instalment.
Omoda Jaecoo South Africa recognised the leading performers within its national dealer network at its second annual Dealer Conference and Awards, held recently.
DFSK South Africa announced the opening of two new dealerships, DFSK Vaal, operated by Top Speed Motors, and DFSK Welkom, managed by the team behind BMW Welkom and Park Motors.