What do women want in a car? These are the brands and vehicle types that females prefer in SA
Toyota has overtaken Volkswagen as the most popular vehicle brand for female new vehicle buyers in South Africa, and Suzuki is fast gaining favour.
A recent analysis by Lightstone highlighted the five top-selling vehicle brands among women over the last 10 years. Toyota took the top position in 2023 after placing second in 2019, 2021, and 2022, and third between 2016 and 2018.
Ford topped the list in 2017, but has since fallen to fourth place, while Suzuki is now in third position, having only entered the top five in 2022. Nissan currently places fifth among female buyers in South Africa.
In the overall new vehicle market, men included, Suzuki now holds second place, behind Toyota but with a narrow lead over Volkswagen.
The Lightstone analysis also shows what vehicle types females prefer, and this is very much in line with the overall market as SUVs and crossovers take top spot with a share of over 50%.
These high riders overtook hatchbacks as the most popular body type in 2021, with the latter now having a share of less than 30%.
Sedans have also seen a steady decline over the past decade, overtaken even by double cab bakkies in the early 2020s. Double cabs still have a share of less than 10% among female buyers, however, as do compact bakkies and MPVs.
Value also plays a key role in purchasing decisions, WesBank’s marketing head Lebo Gaoaketse told Hot FM.
“Women, in particular, are looking for value: vehicles that fit their lifestyles, budgets, and expectations for safety and quality.”
Furthermore, research carried by WeBuyCars shows that while men are more interested in power and prestige when buying a car, females tend to prioritise affordability and safety.
“Women are more likely to choose hatchbacks and SUVs than men, which may indicate that they value practicality, space and safety when choosing a vehicle type,” said Rikus Blomerus, chief marketing officer at WeBuyCars.
More women are buying cars
But regardless of brand and vehicle type preferences, a positive development is that a greater percentage of females are buying vehicles.
An analysis of financing trends shows that females now account for 39% of financed car purchases, up from 32% a decade ago. Female buyers have also shown a strong preference for linked interest rate finance options, at 80% in 2025.
The average price of a car financed by a woman in 2024 was R440,000, according to Lightstone, up from R250,000 a decade earlier.
“Women in South Africa are catching up to men in financed car purchases and already lead in homeownership, shifts which reflect their growing socio-economic independence,” Lightstone said.
IOL Motoring