‘Behind every journey is a woman who helped shape it’. This line, central to Suzuki Auto South Africa’s new national campaign, Suzuki Driven By Her, arrives at a moment when the sentiment is not just a metaphor but a reflection of a significant shift in the country's automotive landscape.
The campaign, more than a celebration for Women’s Month, invites South Africans to nominate the women whose encouragement and resilience shape our lives, communities and country. Rooted in the company's ‘By Your Side’ brand philosophy, it shifts the focus from vehicles to the people behind every journey.
This human-centric approach resonates with a broader economic reality: women are playing an increasingly influential role in South Africa’s automotive consumer trends. The data is clear and points to a transformation in purchasing power that car manufacturers and dealers are taking very seriously.
Research from Lightstone shows that the share of financed car purchases made by women has grown significantly over the past decade. In 2015, men dominated vehicle financing in the under-35 age group, accounting for 65% of purchases. By 2025, this had shifted, with women growing their share to finance 40% of vehicle purchases. Looking at the broader market, females now account for 39% of financed car purchases, a steady rise from 32% a decade earlier. This shift reflects what Lightstone describes as a growing socio-economic independence among South African women.
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Industry leaders are taking note. Stanley Anderson, CEO of Hyundai Automotive South Africa, whose company is the official vehicle partner of the SPAR Grand Prix Series, points to the strategic importance of this demographic. "Women are playing an increasingly influential role in South Africa’s automotive consumer trends and our partnership with the SPAR Women’s Challenge recognises this economic reality," he said. Hyundai’s internal research reveals that an impressive 67% of Hyundai EXTER buyers are women between the ages of 20 and 50.
The question of what women want in a vehicle yields clear answers that are steering product development and marketing. Hyundai's data indicates that this key demographic values safety above all else, followed by fuel efficiency, value for money and stylish design.
This is echoed by broader research. WesBank’s marketing head Lebo Gaoaketse notes women are particularly looking for value: vehicles that fit their lifestyles, budgets, and expectations for safety and quality. Rikus Blomerus, chief marketing officer at WeBuyCars, adds while men are often more interested in power and prestige, females tend to prioritise affordability and safety, choosing hatchbacks and SUVs for their practicality, space and safety features.
This preference is reflected in sales data, with Crossovers and SUVs having overtaken hatchbacks as the most popular body type among women. The preference for reputable, established brands with extensive dealer networks remains strong. While brands like Haval and Chery are gaining favour, the top five most popular brands among women are all established nameplates. Toyota has overtaken Volkswagen as the most popular brand, and Suzuki is fast gaining favour, having only entered the top five in 2022.
The shift in buying power is also noticeable in the financials. Women are paying more for their vehicles, reflecting both a willingness to invest and higher price points. The average price of a new vehicle financed by a woman buyer leapt from R252 000 in 2014 to R440 000 in 2024. This trend is seen across both new and used markets, with the average used vehicle price financed by a woman climbing from R172 600 in 2014 to R297 800 in 2024.
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Recognising these trends, brands are not just relying on traditional advertising. Hyundai's strategic alignment with mass-participation events like the SPAR Women’s Challenge brings them directly into contact with influential consumers. This year's event at SuperSport Park Stadium in Centurion produced a moment of pure joy when participant Reneilwe Biloane from Hammanskraal won a brand-new Hyundai EXTER, a vehicle valued at R269 900. It’s a tangible symbol of how the automotive industry is engaging with women as consumers and as winners, both on and off the road.
Colin Windell for Colin-on-Cars in association with
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