Generational shifts in buying a car in SA

In 2015, under‑35s accounted for 37% of new vehicle purchases, but by 2025 this had fallen to 31%. Their share of used vehicle purchases also dropped, from 45% to 37% over the same period. The under‑25 group had the highest proportion of used‑to‑new purchases, reflecting limited disposable income and a preference for budget‑friendly options.

Petrol‑powered vehicles remain dominant among younger buyers, making up around 80% of their purchases in 2025. Diesel vehicles accounted for just under 20%, while hybrids and electric vehicles combined represented only 1%. Younger buyers made 40% of all petrol vehicle purchases, but their share of diesel, hybrid and electric sales was much smaller.

The rise of Chinese brands:

Chinese brands such as Haval, Chery and BYD have gained traction. In 2015, under‑35s made up 27% of Chinese brand purchases, which represented only 1% of their total car buying. By 2025, this had risen to 30%, with Chinese brands accounting for more than 10% of all purchases by younger buyers.

Lightstone Auto concluded that while new vehicle sales recovered strongly in 2025, the generational shift is clear: younger South Africans are buying fewer cars, and when they do, they are more open to affordable Chinese brands.

Used vehicles dominate across generations:

Lightstone Auto’s April 2026 study highlighted that between 2019 and 2025, older generations also shifted towards used vehicles, joining younger buyers who were already used‑dominant. This helped grow the used vehicle market and defined much of consumer behaviour during this period.

The data revealed rising vehicle costs, changing brand preferences, stronger used‑car reliance, steady Millennial income growth, and a slow but steady shift toward more gender‑balanced purchasing. Crossovers and compact SUVs gained traction, while affordability remained the defining force shaping generational buying behaviour.

Income and affordability:

Baby Boomers and Generation X consistently fell within the R30k–R60k income bracket per month across all years, suggesting relatively stable earning power. Millennials showed a notable shift from R10k–R20k in 2019 to R30k–R60k from 2021 onward, indicating career progression and upward mobility. Generation Z remained in lower income brackets overall, though there was a modest rise to R20k–R30k by 2025, which aligned with their life‑stage progression into early careers.

Rising vehicle prices reinforced the affordability narrative. New vehicle price ranges increased significantly between 2019 and 2023 across all generations, reflecting inflation and rising vehicle costs.

For example, Baby Boomers’ new vehicle price bands rose from R375k–R400k in 2019 to R550k–R600k by 2025. Generation X matched this upward movement. Used vehicle price bands also climbed steadily, particularly among Millennials and Gen Z, indicating upward market pressure even in the used segment.

Gender diversification:

A consistent trend across every generation was the gradual narrowing of the gender gap. While male buyers still dominated overall, their share steadily declined, while female participation rose correspondingly.

Among Millennials, female buyers grew from 37.7% to 38.5%, and among Generation X from 35.2% to 36.8%. Even among Baby Boomers, female buyers grew from 31.7% to 33.8%. This suggested a slow but clear diversification of the car‑buying market, with women playing an increasingly influential role in purchasing decisions.

Generational comparison:

Looking ahead:

Lightstone Auto’s research suggests that the rise of more affordable Chinese and Indian‑built new‑vehicle brands could shift South African buyer behaviour again, encouraging new vehicle purchases rather than used ones in the years ahead.

The vehicle market remains in almost permanent transition, driven by ever‑changing consumer demands. The trend toward new Chinese and Indian‑built vehicles gaining a bigger share of sales relative to used cars will likely be a gradual shift over several years rather than a sudden flip.

• Source: Lightstone Auto reports — “Younger South Africans buy fewer cars than before” (July 2026) and “From Baby Boomers to Gen Z, used vehicles lead” (01 April 2026).

(Main Image AI Generated)