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August's top 20

The Beat The Price New Car Demand Index for August 2019 shows the continued broadening of demand for newer brands and models, with the likes of the Haval H2 and the (facelifted) Renault Kwid making a strong showing this month.

The twenty most requested models* in August 2019 were:

  1. Volkswagen Polo Vivo
  2. Volkswagen Polo
  3. Kia Picanto
  4. Hyundai i20
  5. Renault Clio
  6. Hyundai Grand i10
  7. Renault Kwid
  8. Kia Rio
  9. Toyota Yaris
  10. Haval H2
  11. Mazda CX-3
  12. Ford Fiesta
  13. Datsun Go
  14. Ford EcoSport
  15. Toyota Corolla Quest
  16. Toyota Etios
  17. Toyota Hilux
  18. Mazda Mazda2
  19. Renault Captur
  20. Renault Sandero

Beat the Price offers a unique insight into the preferences of South African car buyers because it captures their initial preferences, rather than the vehicle they eventually settle for. If we compare the list above to the NAAMSA figures, we see some marked differences.

Haval keeps growing

Since Haval launched in South Africa in mid-2017, the Chinese brand has been a surprise hit with local car buyers. Its two most popular models - the H1 and H2 - have appeared in every New Car Demand Index so far for 2019. In August the H2 broke into the top 10 for the second time this year, beating out perennial favourites like the Toyota Hilux and Kia Sportage.

In August Haval was the 8th most requested brand across all models, ahead of global giants like Nissan and Honda (#14 and #16 respectively). Given that the brand is currently ranked only 12th by sales, this latent demand is likely to propel Haval into the NAAMSA top 10 in the not too distant future.

Renault Kwid - a marketing success

Since it launched in 2015, the Kwid has proved to be a strong seller for Renault and now, thanks to the impending launch of the facelifted version, it has never looked stronger. The model is now our 7th most requested vehicle - its highest point for 2019 so far. This jump is definitely the result of some effective marketing in the local market, and we expect it to remain in the top 10 for the rest of 2019.

Preferences vs sales

Although the NAAMSA sales figures are an invaluable resource for tracking the market, they are less useful for forecasting and tracking consumer demand for brands and models. This is because:

  • The sales figures include sales to large organisations (such as rental agencies and corporate fleets), which significantly distort the trends and are largely unaffected by marketing
  • Sales do not always reflect initial preferences. Many consumers end up “settling” for a different model or even a different brand because of problems with availability or financing
  • Car sales tend to lag marketing efforts significantly because of the longer purchase cycle for consumer vehicles. Beat The Price’s stats reflect underlying preferences and future car buying intentions

Why no Ferraris?

As a free online service, you might expect that Beat The Price is flooded with requests for high-end luxury vehicles. Fortunately, this is not the case. Our customers tend to be serious, practical and focussed on good value for money. In other words, ordinary working South Africans, many of them from the emerging middle class.

If you’d like more details on this list, or Beat The Price in general, you can contact Marius, our COO, on (083) 701-1614‬

* NOTES:

  • This list combines model variants by engine capacity.
  • The data underlying this list represents a statistically significant sample of national car sales (at 95% confidence).
  • The standard NAAMSA stats include trucks and other heavier vehicles. Be sure to click the “Passenger” tab when looking at their monthly Flash reports to get a more accurate view of the consumer car market.
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