Cars have long been more than just a way to get from point A to B in South Africa, they’re a symbol of freedom, status, and family support. But as lifestyles shift and new technologies enter the market, so do the expectations consumers have of their vehicles.

To better understand what South Africans want from their cars today, YouGov Profiles data reveals fresh insights from a nationally representative audience. From fuel preferences to electric vehicle adoption, the survey explored how drivers across different age groups think about mobility in 2025.

In this blog, we unpack the most agreed-upon consumer statements and explore what they mean for the automotive industry in South Africa, through a generational lens.

1. The Family Factor: Functionality Comes First

The statement that received the strongest agreement, 88% of respondents, was:

“Having a car that works well for the whole family is important to me.”

This isn’t just about space. South Africans are clearly prioritising reliability, safety, and versatility in their vehicles—qualities that make a car suitable for school runs, work commutes, road trips, and everything in between.

Why this matters:
 Across generations, practicality remains king. Whether you’re a Gen X parent or a Boomer grandparent, the need for an all-rounder vehicle continues to drive decisions. Even Gen Z drivers—many of whom live in multigenerational households—are influenced by family needs.

Strategic takeaway:
 Brands should position vehicles with messaging around versatility, space-saving features, and safety tech, especially when targeting families.

2. Power and Performance Still Make an Impact

Closely following family practicality, 80% of South Africans agreed with:

“I like a car with a powerful engine.”

Despite the global shift toward greener driving, many local consumers still associate engine performance with value. For some, it’s about the thrill of driving. For others, it’s about dependability on SA’s diverse terrain.

Generational breakdown:

  • Gen Z & Millennials: View powerful cars as aspirational or status symbols.
  • Gen X & Boomers: Associate performance with long-term durability and load-bearing capability.

Strategic takeaway:
 Even in a changing climate-conscious market, performance remains a status and trust marker. Highlight torque, towing power, and engine specs alongside fuel efficiency to appeal to cross-generational buyers.

3. The Future Is Electric—But Awareness Is Still Growing

With 72% of respondents agreeing that:

“Electric cars are the future of the motor industry,”

There’s a clear mindset shift underway. But while the appetite for EVs is growing, actual uptake remains low due to infrastructure limitations, affordability concerns, and lack of awareness.

Age-based insight:

  • Gen Z and Millennials are most likely to embrace EVs early, driven by tech-savviness and environmental values.
  • Boomers and Gen X may appreciate the innovation but hesitate due to practical constraints.

Strategic takeaway:
 Now is the time to build education-focused EV campaigns—addressing range anxiety, charging infrastructure, and long-term cost savings. Position EVs as the accessible choice for tomorrow.

4. Fuel Preference: Gas Still Reigns Supreme

Despite rising EV interest, 71% still favour gas-powered vehicles, reinforcing the reality that internal combustion remains the default for most South Africans.

Gas vehicles offer perceived familiarity, availability, and serviceability, especially in areas where charging stations are sparse.

Strategic takeaway:
 While OEMs should prepare for the EV transition, they also need to reinforce the efficiency and affordability of existing petrol and hybrid models for today’s consumer.

5. Eco-Conscious Driving Is Gaining Momentum

Environmental concern is showing up in real consumer sentiment, with 62% of South Africans agreeing:

“We should all drive less to save the environment.”

This reveals a growing awareness of climate impact, particularly among younger generations. However, for many South Africans, driving less isn’t yet feasible due to limited public transport or long commutes.

Strategic takeaway:
 Support eco-conscious habits by offering fuel-efficient options, promoting carpooling tech, and rewarding low-emission driving. Show that automotive brands can be part of the sustainability solution.

6. Generational Lifestyles: What the National Data Suggests

While this dataset does not break down preferences by age or generation, it provides a strong pulse on what South Africans value in their cars overall. The most agreed-upon statements, from the importance of family functionality (88%) to excitement around EVs (72%), reflect shifting consumer expectations that likely span across life stages (YouGov, South Africa Automotive Consumer Perceptions, 2025).

However, we can infer lifestyle trends based on broader behavioural themes seen in the data:

  • Younger, tech-forward consumers may be driving the growing belief that “electric cars are the future.”
  • Family-focused buyers are likely behind the high agreement with safety and practicality needs.
  • Budget-conscious shoppers are fueling demand for fuel efficiency and flexible ownership models.

Strategic takeaway: Even without age segmentation, this data gives automotive brands a clear direction. Prioritise multi-use vehicles, educate around EV readiness, and communicate practical value across all marketing efforts.

7. What This Means for Automotive Brands in South Africa

The consumer journey is changing—and so must the way we talk about cars. Today’s buyers want:

Reassurance (safe, reliable, family-ready cars)
 Innovation (EVs, performance hybrids, smart features)
 Value (running costs, service support, resale)
 Environmental alignment (greener engines, shared mobility options)

Marketing implication:
 Segment your messaging by life stage, not just income. Understand how different generations use and think about their vehicles. And most importantly, be honest about the gap between future trends and present-day practicality.

8. Final Thoughts: The Road Ahead

South African drivers are at a crossroads between tradition and transformation. Internal combustion vehicles still dominate, but the seeds of change have been planted in the form of eco-awareness, EV optimism, and generational shifts in mindset.

The brands that thrive in this environment will be those that balance realistic reliability with bold innovation, helping consumers feel informed, supported, and excited about what’s next.

Because at the end of the day, it’s not just about horsepower or hybrid engines—it’s about giving people the freedom to move, live, and thrive on their terms.

Methodology:

YouGov Profiles is a segmentation and media planning tool. With data collected daily, it provides a comprehensive view of consumers’ worlds.

Dataset: 2025-05-25

Population: South African adults  with access to the internet, aged 18+

Sample size: n~1686