At DealerCon 2025, Absa shared insights that shed new light on gender differences in vehicle purchasing behaviour across South Africa. The findings indicate that women are not only significant participants in the market but also key influencers in how new brands gain traction.
One of the standout revelations was that women are consistently the first adopters of new automotive brands. This trend is particularly important at a time when newer entrants, especially Chinese manufacturers, are seeing rapid growth in the R300 000 to R750 000 price range. Absa noted that female buyers are more willing to explore unfamiliar nameplates, while men tend to show stronger loyalty to established marques.
The bank—s analysis showed that women aged between 36 and 45, with gross monthly incomes of R20 000 to R40 000, are the most likely to embrace these alternatives. This demographic not only has the financial means to buy new vehicles but also displays an openness to step away from the traditional German and Japanese brands that have dominated for years.
Cars.co.za has echoed these findings, pointing out that women tend to be more pragmatic when making purchasing decisions. They are more likely to prioritise value, safety features, running costs and reliability. According to Absa, these considerations align closely with the appeal of newer brands that offer affordability without compromising on quality.
Another insight from the presentation focused on the difference in decision-making speed. Men were shown to take longer in the browsing phase before applying for finance, while women typically finalised decisions more quickly. This highlights an important distinction for dealers, as women may present a more predictable sales cycle compared to men, who require longer engagement before committing.
For dealerships and manufacturers, these findings underscore the importance of recognising women as trendsetters. Their willingness to try new brands could help accelerate the growth of Chinese and other emerging manufacturers, particularly in the affordable SUV and crossover markets.
Absa—s presentation made it clear that targeted marketing to middle-income women in their mid-thirties to mid-forties could yield significant benefits. Understanding their balance between family and professional needs will allow dealers to tailor both stock and messaging more effectively.
In conclusion, Absa—s data shows that women are not just following trends but are actively shaping the future of South Africa—s automotive market. By adapting to their preferences and purchasing behaviours, dealers can position themselves to succeed in an increasingly competitive environment.
