Hyundai aims to win back the number three spot in the South African new-passenger car market in the next three years, says Hyundai Automotive South Africa (HASA) CEO Stanley Anderson.

The Korean brand, which celebrates its twenty-fifth year in South Africa in 2025, slipped from the number three spot roughly four years ago.

Hyundai is currently at number four, with sales for the first ten months of 2025 at 26 944 units, which gives it a 7.8% share of the market.

Chinese brand Chery is on its heels, at number five, with Toyota, Suzuki and Volkswagen leading the rankings, in that order.

Anderson says the local market hosted 32 brands in 2001, when Hyundai started selling in South Africa. This has now jumped to 60 brands.

“So, it’s basically the same pie, but more eaters.”

For this year, Anderson is pleased that HASA is growing ahead of the domestic new-passenger car market, at 22.2%, versus 21.6%.

“We’ve gained some share in a very competitive market.”

Part of HASA’s strategy to move up the rankings is by increasing its visibility at shopping centres.

The importer opened its first sales pod at the Access Park Mall in Kenilworth, Cape Town, in November.

Anderson says the hub is designed to drive consumer engagement by bringing the brand directly to the places where people live, work and shop. 

Some of services on offer at the pod include interactive digital shopping, onsite test-driving, service bookings, vehicle feature comparisons, as well as direct engagement on finance options.  

“For many South Africans, a journey to purchasing or exploring a new vehicle has long been hindered by practical challenges such as travel times,” says Anderson.

“With this concept, we want to offer convenience when it comes to shopping for a Hyundai vehicle.

“The pod also offers the advantage of acting as a giant billboard.”

Anderson says HASA is looking at opening another pod in KwaZulu-Natal and one or two in Gauteng, with the final tally at six pods nationwide.

HASA also hopes to boost its sales in 2026 with the launch of the new Venue, a potential Creta facelift, the all-new Palisade and the Exter facelift.

i10 Setback
In what may be somewhat of a setback for HASA’s ambitions to regain the number three spot in the market, the Automobile Association this week expressed concern following the latest #SaferCarsForAfrica crash test results from Global NCAP, which showed that the Hyundai Grand i10 has received a zero-star rating for adult occupant protection.

“Despite achieving three stars for child occupant protection, the results clearly demonstrate serious and unacceptable shortcomings in the level of safety provided to adults in the version sold across African markets, including South Africa,” said the AA in a statement.

“The Hyundai Grand i10, manufactured in India, offers only basic safety equipment, such as driver and passenger airbags. It does not come standard with side body or head protection, nor does it include electronic stability control – features which are widely recognised as essential for modern vehicle safety.”