Major automotive makes comeback in South Africa after six years
A global automaker has returned to South Africa after six years, bringing bold ambitions and a new lineup of affordable vehicles.
After six years away, a major automotive player has returned to South Africa’s passenger vehicle market, focusing on affordability and SUVs.
The relaunch coincides with the rapid expansion of Chinese brands that are reshaping the country’s automotive sector.
Reuters reported that at a recent unveiling in Johannesburg, the company introduced four new models, all set to arrive in showrooms in September.
The automaker behind the comeback is India’s Tata Motors, which previously exited the segment in 2019 after mixed consumer reactions to its earlier models.
Although Tata’s passenger cars disappeared from the market, its commercial vehicles continued to dominate South African roads. Now, with a refreshed lineup, the company is working to reset perceptions and regain customer trust.
Tata has unveiled four new models launching in September: the Punch compact SUV, the Curvv coupe-inspired SUV, the Tiago hatchback, and its flagship Harrier premium SUV.
The company’s new strategy focuses on competitive pricing and tapping into the rising demand for compact SUVs. However, success will be challenging as Chinese rivals like Chery, GWM, and Beijing Automotive have already gained strong ground with affordable, tech-driven models.
Tata plans to roll out its return in phases, with a second wave of launches to include the Nexon and Sierra SUVs.