by Ntandoyenkosi Ncube

JOHANNESBURG, April 20 (Xinhua) -- Chinese automotive brands are rapidly strengthening their foothold in South Africa's pre-owned vehicle market, with new data revealing a notable shift in the competitive landscape during the first quarter (Q1) of 2026.

According to AutoTrader, year-on-year sales comparisons indicate that this growth is driven by competitive pricing, modern design, and feature-rich offerings that appeal to cost-conscious consumers.

In Q1 2025, Haval sold 151 units of its Jolion 1.5T Super Luxury variant. It was followed by the H2 1.5T Luxury Auto and H6 GT 2.0T 4WD Super Luxury, underscoring Haval's early dominance in the segment.

By Q1 2026, Chery had overtaken its domestic rival Haval. The Tiggo 4 Pro range claimed the top three positions, led by the 1.5 LiT manual variant with 215 units sold. This was followed closely by the 1.5 LiT Auto (212 units) and the 1.5T Elite Auto (164 units). This marks a sharp rise from Q1 2025, when the highest-ranking Tiggo 4 Pro variant placed sixth, highlighting the model's accelerating popularity.

Industry analysts attribute Chery's ascent in the used car segment to its aggressive expansion in the new vehicle market in recent years. Strong new car sales have effectively "fed" the used vehicle pipeline, with the Tiggo 4 Pro emerging as a cornerstone model after recording consistently high monthly volumes in the primary market.

Despite losing the top spot, Haval remains highly competitive. Its Jolion 1.5T City Plus and 1.5T Super Luxury variants ranked fourth and fifth in Q1 2026, with 147 and 144 units sold, respectively. Several additional Tiggo 4 Pro variants followed closely behind, suggesting a broader intensification of competition rather than a decline in demand.

The data also highlights the growing influence of the wider Chery Group. The Jetour Dashing ranked eighth with 130 units sold, while affiliated brands such as Omoda and Jaecoo continue to expand their South African footprint.

A key trend emerging from the figures is a clear shift toward affordability. Higher-priced premium variants from both Haval and Chery dropped out of the top 10 rankings in Q1 2026. Analysts suggest this reflects broader economic pressures, including rising living costs and elevated interest rates, prompting buyers to prioritize practical, value-oriented vehicles over luxury features.

"What is particularly telling is how quickly the used market is responding to shifts in the new vehicle space," said George Mienie, chief executive officer of AutoTrader South Africa. "We are seeing a much shorter lag between new model success and used market dominance. This points to growing consumer confidence in these brands, not just as budget options, but as reliable long-term ownership propositions."

Looking ahead, analysts expect this momentum to persist as Chinese automakers expand their dealer networks and enhance after-sales support. The evolving dynamics suggest these brands are set to play an increasingly dominant role in reshaping both the new and used vehicle sectors in South Africa. ■