Vehicle search data shows boost in South African consumer confidence early in 2025

South African motorists are starting 2025 in top gear, with search data on one of South Africa's top motoring marketplaces showing an increase between January 1 and 14, compared to the same period in 2024. 

With optimism of further interest rates cuts buoying South African spirits, many may be finding it easier to consider vehicle ownership. 

AutoTrader’s latest “Do It Big” campaign celebrates this renewed optimism, financial relief, and a growing appetite for cars that match evolving lifestyles.

One brand, in particular, has been making waves. Volkswagen emerged as the most searched-for marque in early 2025, with a 13% increase in searches. Toyota followed closely with a 14% rise, and Ford recorded a 15% jump in consumer interest.

Meanwhile, premium brands like Mercedes-Benz and BMW also saw increases of 6% and 11%, respectively.

The Ford Ranger stood out as the top vehicle of interest, with a remarkable 29% increase in enquiries year-on-year. The Volkswagen Polo Vivo followed, boasting an impressive 35% growth.

“Falling interest rates and petrol prices are giving South African motorists and consumers plenty to smile about,” said AutoTrader’s Marketing Director Angelique Lynch.

“These positive changes boost consumer confidence, making it easier for buyers to get behind the wheel of the car they need with greater financial peace of mind.”

AutoTrader’s data reflects this growing enthusiasm. Between January 1 and January 14, sessions on the platform surged by 19% compared to the same period in 2024, while vehicle enquiries increased by 12%. This suggests that more consumers are considering buying a car this year.

AutoTrader is tapping into this momentum by offering innovative features that make the car-buying process easier and more transparent.

Their Price Ratings tool allows buyers to compare a vehicle’s cost against similar models, ensuring fair pricing. Meanwhile, the Ratings and Reviews feature provides real feedback from previous buyers on dealerships, customer service, financing, and test drive experiences.

AutoTrader's CEO George Mienie emphasised the platform’s commitment to making car buying seamless.

“South Africans have shown incredible resilience through tough times, and now they can embrace the opportunities that come with a stronger financial outlook,” he said.

The excitement surrounding AutoTrader’s “Do It Big” campaign is undeniable. Since launching on New Year’s Day, it has already amassed over 7.1 million views across Facebook, X, and TikTok, with more than 28,000 likes and comments.

YouTube alone has seen 5.3 million views of the campaign in just two weeks.

With a stronger economy and a digital marketplace tailored to consumer needs, 2025 is shaping up to be an exciting year for South African motorists.

IOL