MOTORING NEWS - In an era where a vehicle purchase can be completed entirely online, from selecting trim levels to digital contract signing, the vast majority of South Africans continue to choose physical showrooms over virtual platforms.
Recent sales data by naamsa underscores this trend. Of the 48,983 vehicles sold locally in December 2025, a staggering 90.8% were facilitated through dealer sales.
This confirms that while digital tools are evolving, the dealership remains the cornerstone of the South African automotive landscape.
Brandon Cohen, Chairperson of the National Automobile Dealers’ Association (NADA), notes that while technology has streamlined the research phase, it hasn’t replaced the need for human interaction.
“Despite rapid technological advances and the rise of virtual dealerships, South Africans still value the local dealer experience,” says Cohen. “While convenience is the primary driver for online research, allowing buyers to compare models with a few clicks, it does not negate the essential ‘human touch’ required for such a significant purchase.”
The 2026 Deloitte Global Automotive Consumer Study supports this sentiment. The study found that dealer visits and manufacturer websites remain the most trusted information sources globally for those contemplating a vehicle purchase.
According to the research, the top priorities for consumers include securing a competitive deal through negotiation, transparent pricing, physically interacting with the vehicle, and getting complex questions answered in real-time by an expert.
“This underscores the fact that consumers prefer dealing with people rather than bots,” Cohen adds. “They value the ability to engage, negotiate, and physically experience the product. These are sensory and emotional requirements that a screen simply cannot replicate.”
Interestingly, while the Deloitte study showed that the ability to complete part of the process virtually is appreciated, it ranked significantly lower on the list of buyer priorities compared to the physical experience.
Looking ahead to the new year, the industry is optimistic. “As we begin the 2026 sales cycle, we aim to build on the momentum of 2025, which saw the local new vehicle sector reach its highest level in nearly two decades. And the dealership sector will continue to be the primary engine driving the recovery and long-term growth of South Africa’s automotive industry,” Cohen concludes.
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