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September's top 20

The Beat The Price New Car Demand Index for September 2019 shows Renault gaining ground against all of its competitors. The French automaker is now the third most requested brand on Beat The Price – something that is mirrored by September’s NAAMSA results.

The twenty most requested models* in September 2019 were:

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

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.

French fighter tackling the competition

With a spirit reminiscent of the French rugby team, Renault has been climbing the ranks throughout 2019. According to the September NAAMSA report, Renault is now third in the market for sales of passenger vehicles, ahead of powerhouse brands like Hyundai and Ford.

We see this reflected clearly in our own numbers, with Renault’s brands climbing into the top 20 and staying there month after month. A large contributor to this success is the appeal of Renault’s growing range of smaller SUVs. Its two most popular models – the Captur and the Kwid – are compact SUVs.

Given that the brand just launched the revamped Kwid in the local market, this is likely to be a temporary situation. With the impending launch of the new Atos, Hyundai is likely to take back the third spot in the next few months, but September’s results are a testament to some very strong marketing and product development from the Renault team.

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 focused 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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