Brand loyalty, which traditionally has seen consumers stick with the same brand whenever they buy a new vehicle, is being undermined by economic pressures. Buyers are looking for anything they can afford, National Automobile Dealers’ Association chair Brandon Cohen said last week. 

Premium carmakers, particularly German ones, have already seen their market share eroded as potential buyers shift to cheaper brands offering the same features, if not status, for less money. Now it’s happening across the board as medium-range brands also come under pressure from newcomers...

Subscribe now to unlock this article.

Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).

There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.

Cancel anytime.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.