The affordable car company that sells more vehicles in South Africa than Volkswagen and Ford

Japanese carmaker Suzuki is South Africa’s second-best-selling carmaker, trailing only Toyota in monthly sales numbers. It outperforms brands like Ford and Volkswagen.

It did this by offering local buyers the most affordable vehicles produced by its Indian counterpart, Maruti Suzuki.

Capitalising on a budget-conscious yet demanding market, Suzuki introduced affordable and reliable models, including the popular Swift and Fronx. This happened while its rivals priced themselves out of the market.

As a result, it left the historical big hitter Ford in the dust years ago. Despite the battle with Volkswagen, a local favourite that at times heated up, it has left the German auto giant behind as well.

The first time Suzuki did this was early in 2024, when it claimed its spot as the country’s second-largest manufacturer for the first time, before cementing its status as an auto giant a few months later.

Since then, the tug-of-war for second place has become one-sided, with the Japanese giant beating the German brand in 17 of the last 19 months, dating back to January 2025.

The only times Volkswagen managed to beat Suzuki were in December 2025 and a shock upset in March 2026.

The key driver of this shift has been the prices of their respective catalogues, with Suzuki offering a line-up of affordable options, including several options under R300,000.

“Customers are feeling the squeeze of high interest rates, high fuel prices, and the rising cost of living, and they are holding back on buying durable goods like cars and pick-ups,” said Henno Havenga, Suzuki Auto South Africa GM for Sales and Marketing.

“Our experience shows that those who do purchase a new car are looking for the best possible price and lowest running cost, and that has definitely favoured Suzuki Auto’s refreshed range of vehicles.”

Suzuki sells 13 distinct models in South Africa, catering for nearly every segment of the market, including entry-level hatchbacks, an adventure SUV, and full-sized family cars.

Much more than a car brand

Suzuki is not merely a car brand in South Africa anymore. It has established itself as a partner to major local sports teams, a community contributor, and a participant at one of the country’s favourite motoring events.

Over the last few years, Suzuki has supported many of South Africa’s favourite sporting events and teams, including the national women’s cricket team and the Betway SA20.

It is also the vehicle partner for continental powerhouse Orlando Pirates and the Official Global Partner of AFCON Morocco 2025 and CAF Women’s Africa Cup of Nations 2026.

Suzuki has renewed its partnership with the Northern Cape-based Suzuki Griquas rugby team and the Sol Plaatje University in Kimberley.

The brand’s sponsorship does not end with sport. It continues to support several local humanitarian organisations, events, and initiatives.

Alongside the Humanitarian Empowerment Foundation (HEF), Suzuki Auto South Africa launched the Suzuki Sevens Development initiative in Gauteng’s West Rand to create meaningful opportunities for young athletes.

This year, it also extended its more than a decade-long funding of the Rally to Read initiative to improve literacy outcomes at under-resourced rural primary schools by providing learners with high-quality reading material.

In addition to its involvement in Rally to Read, Suzuki also became a partner of the Dis-Chem Foundation’s Million Comforts Campaign, an initiative aimed at keeping learners in school by improving access to essential hygiene products.

Beyond its humanitarian efforts and sports sponsorships, Suzuki has become well known for its local World Record attempts, music festivals, and participation at the annual Simola Hillclimb.