Emerging car brands are winning over South African buyers

Car insurance quote data from Naked Insurance shows growing interest, with emerging brands accounting for 10% of quotes in January 2026, up from 5% a year earlier.

Chery and Haval are receiving the highest level of interest, with Jetour, another Chery group brand, rapidly catching up. This aligns with broader industry reporting that these brands are becoming more visible in both the new and used vehicle market, and are featuring more often in sales and popularity rankings.

Says Ernest North, cofounder of Naked: “South Africans are clearly becoming more open to emerging vehicle brands as they look for cars that offer a strong balance of price, features, design and practicality. In many conversations about cars today, people are asking whether these brands are worth considering, whether they can be trusted, whether parts and servicing will be available, and whether they offer the kind of value and reliability that could make them a serious long-term alternatives.”

“It would be a mistake, however, to see the rise of emerging brands as purely being about price. Many consumers are gravitating towards these makes because they are building a reputation for offering strong specifications, comfortable interiors and modern designs that compare favourably with more established brands. ‘Value for money’ used to mean fewer features and more compromise. The new entrants are challenging that perception,” he says.

Ernest says buyers should compare cars based on total cost of ownership, not price alone. That means understanding the full monthly and long-term cost before making a final decision.

Key elements to consider include:

• Insurance: If financing, lenders require comprehensive cover. Even without finance, insurance protects against loss and liability. Get a quote before signing to budget accurately.

• Fuel economy: Fuel is a major running cost. Do not rely solely on brochure figures; seek real‑world owner feedback and independent testing.

• Servicing and maintenance: Emerging brands often offer attractive warranties and service plans, some even advertising one‑million‑kilometre cover. Read the fine print carefully, noting exclusions such as brake pads and tyres. Check dealer footprint, parts availability and repair times.
• Depreciation: Resale value varies widely. Faster depreciation can make a car more expensive in the long run, so consider how well the vehicle is likely to hold its value.

Says Ernest: “The surge in interest in emerging brands shows that South African consumers are increasingly open to alternatives to long‑established vehicle brands, especially as they are trying to make smart financial decisions. The exciting part is that consumers today have more choice than ever, with less compromise on quality, features and design.”

(Image: Vlad Deep/Unsplash)