5 automakers with the biggest sales declines in SA in 2025

Here’s a comprehensive look at the five automakers that experienced the biggest sales declines in South Africa in 2025, based on official registration data and industry reporting. Despite South Africa’s new-vehicle market growing strongly overall, these brands saw their volumes shrink — some significantly — due to product changes, competitive pressures and shifting consumer preferences.

1. Proton – Largest Percentage Drop (-48.3%)

At the top of the decline list in South Africa’s new-vehicle market for 2025 was Malaysian automaker Proton. Proton recorded a 48.3 % year-on-year drop in new car registrations, falling to just 459 units sold in 2025.

This dramatic decline reflects the brand’s struggles to maintain relevance in a fiercely competitive entry-level segment, compounded by limited product availability and waning dealer support. During parts of the year, monthly sales figures were extremely low — even dipping to single-digit registrations late in 2025 — indicating eroding consumer demand and retailer inventory issues.

2. Volvo Cars – Down 36.8 %

Swedish premium manufacturer Volvo Cars South Africa posted the second-largest percentage decline, with sales slipping by 36.8 % compared to 2024, to 903 units sold in 2025.

Despite being part of the broader global surge in electrified and premium vehicles, Volvo’s local figures suggest that the brand lost ground here. The drop reflects combination of supply constraints and shifting buyer interest toward more competitively priced premium and near-luxury alternatives — especially Chinese and value-oriented rivals entering the market.

3. Nissan – Biggest Volume Decline (-32.3%)

Nissan — the brand with the largest absolute sales loss

One of the most notable downturns in 2025 was at Nissan South Africa, with new vehicle sales falling 32.3 % year-on-year, to 15 085 units sold.

In volume terms, this was the largest decline of all brands in the market, with the company shedding 7 199 units compared with 2024. A major factor behind this drop was the discontinuation of the locally built NP200 bakkie (half-tonne pickup)— a model that historically contributed significant volume. Without a replacement to fill that gap, Nissan’s overall figures fell sharply.

4. Honda – Down 13.6 %

Honda Motor Southern Africa saw its sales decline by 13.6 % in 2025, with total registrations falling to 2 517 units.

Several older Honda models — including the Ballade and BR-V — were discontinued in South Africa during 2025, which contributed to the slump. While newer models such as the Honda Elevate achieved improved performance, they weren’t yet enough to offset the drop from phased-out vehicles.

5. Mitsubishi Motors – Sales Lower by 12.5 %

Rounding out the list is Mitsubishi Motors South Africa, which experienced a 12.5 % decline in vehicle registrations for 2025, finishing the year on 1 942 units.

Mitsubishi’s lineup — including models such as the Triton pickup and SUV range — generally saw weaker demand compared with the previous year. Although certain variants (like the Eclipse Cross) posted modest gains, they weren’t enough to reverse the broader downward trend.

Why These Declines Matter

Even though South Africa’s overall new-vehicle market expanded significantly in 2025, driven by lower interest rates, stable prices and strong consumer demand for value-oriented and affordable models, some brands simply couldn’t keep pace.

Several key trends influenced these results:

*Affordable competitors eating into traditional brand market share — Chinese and Indian manufacturers made notable gains, offering feature-rich vehicles at competitive prices.

*Legacy brands facing product phase-outs or ageing lineups — Discontinuations and weak refresh cycles hurt demand for certain models.

*Consumer pricing sensitivity — Many South African buyers continue to prioritise value over premium badges in a cost-conscious environment.

These dynamics reshaped the industry in 2025, creating both winners and losers in the battle for local market share.

Final thoughts

The South African automotive market’s 2025 performance underscores how competitive and fluid the landscape has become. While value-driven brands expanded sharply and overall sales grew, established automakers with less compelling lineups or product shortages faced significant downturns.

For industry watchers and consumers alike, these shifts suggest a continuing trend: value, affordability and fresh product offerings increasingly determine success in South Africa’s evolving automotive market.