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AutoTrader, South Africa’s leading market place for buying and selling new and used cars, has revealed some fascinating search statistics pertaining to the wants, needs and desires of South African motorists.
The BMW 3 Series is the most searched for car by South Africans, a sedan is the most sought-after body type in this country and most South Africans are willing to travel 100 km in their quest for the perfect set of wheels.
These are amongst the many statistics to emerge from an analysis of searches on AutoTrader during 2017.
According to George Mienie, CEO of AutoTrader, the analysis provides insight into what South African motorists want. “As the leading market place for buying and selling new and used cars, AutoTrader is positioned to provide understanding of automotive buying trends in this country. We enjoy the patronage of millions of car buyers, and our interactions in this regard mean that we can accurately report on trends,” he explains.
So, what do South African motorists want? A German vehicle, most definitely. “Based on 2017 statistics, the BMW 3 Series is the most sought-after car in the land. It’s followed by the Mercedes-Benz C-Class and the Volkswagen Golf. It is clear that, while car buyers also like Japanese vehicles – the Toyota Hilux, for instance, is the fourth most searched-for vehicle – they really love German cars. In fact, seven out of the top ten most searched-for vehicles hail from German companies,” Mienie explains.
The most popular body type is a sedan, which correlates with the popularity of the 3 Series and C-Class. “In second place, when it comes to body type, is the hatchback, which makes sense given the popularity of the Golf and Polo (the sixth most searched-for car in South Africa). The hatchback is almost as popular as the sedan; the number of searches is a mere 4% lower. Occupying third place in the body type search is the coupé,” reveals Mienie.
The analysis of AutoTrader search data also provides unique insight into distances that buyers are willing to travel. “While the most popular search radius is 100 km, many buyers are willing to search nationally (1 500 km radius). Western Cape residents are especially happy to hit the road in their search for their next car; a whopping 50% of all searches using the national radius hail from this province,” says Mienie.
Based on these statistics, Mienie is expecting German sedans to remain popular in 2018. “While we are seeing many car buyers express interest in SUVs and Japanese/Korean vehicles, SA’s brand loyalty still reigns supreme” Mienie concludes.