The 2027 BMW M2 xDrive has debuted and is locked in for a South African market introduction in 2026. Here’s all you need to know.
The BMW M2 range will expand with the addition of an all-wheel-drive derivative tagged as the BMW M2 xDrive. It’s understood that the rear-wheel-drive model will be carried over for that purist driving experience.
The benefits of going the xDrive route are numerous. Firstly, the M2 is now quicker to 100 kph than ever before, with BMW M claiming a 0-100 kph time of 3.7 seconds which is three-tenths quicker than the rear-wheel drive model.
Interestingly, BMW M says if you use the one-foot rollout test, 3.4 seconds is possible. Zero to 200 kph is dispatched in 12.8 seconds and it’ll run to a top speed of 250 kph, which can be increased to 280 kph by ticking the optional M Driver’s Package.
The next xDrive benefit is the grip and stability, something which the BMW M2 isn’t known for when pressing on. In rear-wheel application, the M2 has the ability to get very sideways and requires all the focus to stay on the tarmac!
The M xDrive system features an Active M differential and the car is able to split the power between the front and rear axles, as well as distribute power between the rear wheels, with the goal of maximum traction. If you’re feeling adventurous, the vehicle allows for 2WD driving with the stability control off, which BMW calls ‘a driving experience of remarkable purity.’
The engine on duty is the 3.0-litre turbocharged inline-6 petrol but for this derivative, BMW says it has added a new tech called M Ignite, which is essentially a pre-chamber combustion process which the brand claims reduces fuel consumption under high loads while meeting EU7 emission standards. As before, the BMW M2 xDrive features the M Steptronic transmission.
To coincide with the debut of the M2 xDrive, BMW released a new colour, called BMW Individual Borusan Turkish Blue, and customers have the choice of five metallic, three solid and six Individual tones to choose from. The BMW M2 range will be assembled at the Group’s plant in Mexico and production starts in August 2026.
When does the BMW M2 xDrive go on sale in South Africa?
BMW South Africa confirmed the newcomer will be going on sale in the fourth quarter of 2026 with the final specification for SA-bound vehicles will be determined closer to the time.
When will the BMW M2 xDrive arrive in South Africa?
Following its global reveal in June 2026, BMW South Africa confirmed that production of the first-ever all-wheel-drive M2 will begin in August 2026, with local market arrival expected during the fourth quarter (Q4) of 2026.
How much does the BMW M2 xDrive cost in South Africa?
Official pricing will be announced closer to the local launch date. However, given that the standard rear-wheel-drive BMW M2 LCI is priced from R1 597 888, the premium M xDrive variant is expected to push base retail pricing closer to the R1.7-million mark before options.
What are the power and performance specs of the M2 xDrive?
The BMW M2 xDrive is powered by a 3.0-litre twin-turbocharged inline-six engine (S58) producing 353 kW (480 hp) and 600 Nm of torque. Thanks to the added traction of all-wheel drive, it sprints from 0-100 km/h in just 3.7 seconds, making it 0.3 seconds faster than the rear-wheel-drive model.
Can the BMW M2 xDrive switch to purely rear-wheel drive?
Yes. The rear-biased M xDrive system operates in 4WD mode by default, but the driver can use the M Setup menu to select 2WD mode (with DSC completely deactivated). This routes 100% of the engine’s power exclusively to the rear wheels for a traditional M car drifting experience.
Does the BMW M2 xDrive come with a manual gearbox?
No. Unlike the rear-wheel-drive M2 which has offered manual options, the M2 xDrive is paired exclusively with the 8-speed M Steptronic automatic transmission with Drivelogic to effectively manage the all-wheel-drive power distribution.
Will Jetour’s SA-built T2 be better – or cheaper?
Chery Group South Africa has had a massive impact on the South African motoring industry, and local production is on the horizon. We ponder what its 1st locally produced vehicle will be like…
What began as a peripheral, budget brand in the late 2000s with zero brand equity has developed into the Chinese car company with the most impact in South Africa. If you count the Chery Group and its various sub-brands as one, it’s conquering enormous market share from legacy car brands.
The momentum behind Chery’s South African operations will increase further when it takes over the Nissan assembly facility in Rosslyn following an acquisition agreement finalised in early 2026. At the recent Beijing Auto Show, now the world’s most important automotive trade and technology event, Chery’s senior management confirmed some of its future production plans for its Rosslyn facility. And they are telling.
T-Series takeover
These 2 have set sales records month after month.
Jetour is one of the most successful Chery sub-brands in South Africa. While the brand built its foundation on the Dashing and X70 Plus, its latest explosive growth is driven by one model range: the T-Series.
With a design remarkably similar to Land Rover’s Defender, the Jetour T1/2 crossovers have been a smash hit. In peak months, Jetour’s overall brand sales have sold in excess of a staggering 1 200 units. Sales on that scale in the outdoor vehicle market are usually achieved only by Toyota.
The Jetour T-Series is trending everywhere on social media and search. It is arguably the Chinese model most South Africans are curious about – they clearly appreciate the design language and comprehensive in-car tech. The T-Series is also a marker of how affordable a mid-size adventure crossover SUV can be.
This love for the T-range is why it makes complete sense for Chery to start production at Rosslyn with the Jetour T-Series.
Why the T2 matters more
Despite its payload issues, the T2 has been a (huge) hit with adventure vehicle buyers.
Jetour produces two versions of the T-Series, of which the more rugged T2 is leading Jetour’s conquest in South Africa.
Featuring all-terrain tyres and a full-size spare wheel, the T2 is dominating in the rugged crossover market segment. But it has weaknesses. Like the lack of a low-range gearing; limited vertical suspension travel; and traction-control systems that can never do what true axle lockers can. It also has a low payload rating for a vehicle of its size and purpose.
For most South Africans who want an adventure crossover SUV that looks like it could master Sani Pass but will instead be used on the daily commute, the T2 appears perfect. However, should the T2 be built locally, the opportunity exists for all-terrain component upgrades to be offered.
Will a locally made Jetour T2 be cheaper than it is now?
Instead of a lower price, Jetour might offer more accessories with a locally built T2.
Jetour’s T-Series crossovers offer a lot of upfront value and standard-feature specification is very high. Aside from the design, this is the fundamental reason why they are selling in such impressive numbers.
But could they become even cheaper if they’re built locally?
As imported vehicles, the Jetour T-Series are subject to a 25% automotive import tariff. Imagine what T-Series sales would be like with a 25% price discount… The T1 range would start below R400 000 and buyers would be able to get a T2 for less than R500 000. South Africans would rush to their local Jetour dealerships.
However, the situation isn’t so simple. It will be more expensive to build Jetours locally than in China, where sourcing happens at cost-effective scale and labour rates are low. Both factors will likely absorb the 25% difference.
The discount danger
Discounting Rosslyn-built T-Series units would be unfair to current Jetour owners.
Many trending Chinese vehicles like Jetour’s T-Series are so new that nobody knows what the mid-term maintenance and aftersales risks are. These factors directly influence depreciation and future residual values.
Another element that impacts residual values but is usually completely within a brand’s control is discounting.
Were Jetour South Africa to drop the price of similar-spec South African-built T1 and T2 units, it would really hurt those first-adopter customers who took a risk on the brand when it launched. Why? Because the residual values of all T-Series vehicles already in the South African car parc would suffer due to the lower price of new, South African-built T1 and T2 units.
Will Chery choose to build an upgraded overland spec T2 in South Africa?
Ultimately, don’t expect the Rosslyn-built T-Series to become cheaper. However, there’s scope for Chery to add value through enriched content and add-ons.
It’s impossible to imagine the T-Series derivatives getting even more standard kit. These Jetours feature specification levels that rival those of legacy-brand vehicles that cost 40% more. But remember: some South African T2 buyers might want to take their car on an overlanding adventure (within the limitations of not having low-range). And that’s where the big value-add might happen.
What Jetour could and should do is offer some models in the T2 line-up with adventure-vehicle components as standard. These items already exist: at the Beijing Auto Show, Chinese OEMs had a staggering range of off-road vehicle accessories fitted to their show cars.
A Jetour T2 with better payload…
Imagine a Rosslyn-spec T2 with suspension and structure upgrades to handle a true overlanding loadout…
South African-built T2s could feature desirable adventure-vehicle upgrades as standard.
Think roof boxes, tents, external storage accessories, spotlights, steel bumpers and proper all-terrain tyres. These would make it an even more compelling light-duty adventure SUV.
Before doing so, Jetour will need to address the T2’s low GVM rating, which will limit how many accessories the brand could offer. Is there an opportunity to develop an African market-specific T2 with a reinforced chassis and upgraded suspension?
Jetour T-Series volumes would certainly justify the investment in a more rugged Rosslyn-built version of T2. And that would address the only real weakness in a model that has made Jetour so successful in South Africa.
Grand i10 on the podium! SA’s best-selling passenger cars in May 2026
The Hyundai Grand i10 grabbed 3rd place on the list of South Africa’s best-selling passenger vehicles in May 2026, while 2 Toyota models returned to the top 10…
Polo Vivo reclaims passenger-car title in May
Grand i10 posts highest sales yet to take 3rd
Starlet and Urban Cruiser back in the top 10
In May 2026, South Africa’s new-vehicle sales increased 12.8% year on year to 51 071 units, with the local passenger-vehicle segment registering even stronger growth, gaining 16.3% year on year to reach 36 871 units. But which passenger vehicles were most popular with local buyers last month?
Before we examine the figures, it’s worth pointing out the rental channel accounted for 6.0% of total passenger-vehicle sales in May, meaning 2 203 cars were sold to rental companies. A further 463 units were purchased by government, while a whopping 1 030 units were reported as “single” registrations (vehicles the respective brands kept for their own use).
Polo Vivo reclaims passenger-car crown
VW’s SA-built Polo Vivo was back on top in May.
After having to settle for 2nd place in April 2026, the Volkswagen Polo Vivo returned to the top spot in May, with sales of this Kariega-built hatchback increasing 26.4% month on month to 2 335 units – its best effort of 2026 thus far. Note this figure excludes 29 units of the Xpress panel-van derivative that were registered in the light-commercial vehicle (LCV) space.
As such, the Chery Tiggo 4 – which, as a reminder, includes both the Tiggo 4 Pro and the Tiggo Cross – was forced to relinquish the title of SA’s best-selling passenger vehicle after just one month, despite local registrations increasing 10.0% month on month to 2 059 units. Still, based on our records, that represents the Tiggo 4’s highest total yet (and the first time it has breached the 2 000-unit barrier).
Grand i10 makes podium with best sales yet
Local sales of the Grand i10 hit new heights in May.
Meanwhile, the Hyundai Grand i10 also registered what we believe was its best sales performance yet, growing 33.3% month on month to 1 796 units in May 2026 (excluding 33 units of the Cargo-badged panel van registered in the LCV segment) to grab the final spot on the passenger-car podium. In April 2026, the Grand i10 range gained new derivatives with additional safety features.
The Suzuki Swift was therefore pushed down a ranking to 4th in May, with local registrations of this likewise Indian-built model increasing 2.1% month on month to 1 588 units. The Haval Jolion reached 1 345 units – up 5.3% compared to April and its highest figure of the year thus far – to again round out the top 5.
Corolla Cross stays ahead of Fronx and T2
Jetour’s T2 yet again registered a record high.
In May 2026, the Toyota Corolla Cross (1 210 units), Suzuki Fronx (1 177 units) and Jetour T2 (1 090 units) all retained their positions from the prior month, again ending in 6th, 7th and 8th place, respectively.
Each experienced reasonable month-on-month sales gains, with the Prospecton-produced Corolla Cross increasing 5.8%, the Indian-sourced Fronx improving 5.6% and the Chinese-built T2 growing 8.6%. For the record, May 2026’s performance was the T2’s best effort yet.
Starlet and Urban Cruiser return to top 10
The Baleno-based Starlet returned to the top 10 last month.
Finally, the Toyota Starlet (992 units) and Toyota Urban Cruiser (944 units) returned to the top 10 in May 2026, with month-on-month sales of the former increasing 35.3% and those of the latter growing 32.8%.
The Geely E2 brings all-electric motoring under the critical R400 000 barrier. This compact hatchback avoids lifestyle gimmicks, positioning itself strictly as a hyper-efficient metropolitan commuter tool for predictable urban routines.
Where does the Geely E2 fit in?
SA’s cheapest new electric car, the Geely E2.
South Africa’s electric vehicle landscape remains heavily dominated by over-specified luxury options priced well above R1 million. The Geely E2 resets this market narrative entirely (admittedly, the BYD Dolphin Surf can be credited with doing it 1st).
Offered in Aspire and Apex trims, the small E2 five-door hatchback serves as an accessible urban appliance. It does not attempt to act as an all-encompassing lifestyle machine. Instead, it is a focused commuter tool built for fixed, repetitive city routes, leaving long-distance holiday duties to traditional internal combustion alternatives.
How the Geely E2 fares in terms of…
Design & Packaging
A surprising amount of car for the price.
Built on a dedicated electric vehicle platform, the E2 stretches 4 135 mm in length and features a 2 650 mm wheelbase (nearly 100 mm longer than a VW Polo). The packaging efficiency of the electric skateboard layout allows for a completely flat cabin floor, which translates directly into generous rear legroom for adult passengers.
The high-spec Apex trim avoids brittle plastics, utilising vegan leather upholstery and soft-touch dashboard surfaces. The entry-level Inspire gets fabric seats.
Practicality metrics are highly competitive for a city vehicle. The rear boot provides 375 litres of cargo capacity, expanding to 1 320 litres with the rear seats folded. A highly functional 70-litre front trunk (“frunk”) sits under the nose, providing an isolated storage compartment to keep dirty charging cables separated from your luggage.
A major oversight for our market is the complete absence of a physical spare wheel. The vehicle relies entirely on a tyre-pressure monitor and a generic tyre repair kit. In pothole-prone South African metros, a sidewall puncture can leave you stranded, so be aware of the road quality on your regular route.
Ride, Handling & Comfort
Multi-link rear suspension is usually reserved for higher-priced cars than the E2.
The urban ride dynamics of the E2 are polished. Employing a rear-wheel-drive configuration and a multi-link rear suspension design, the chassis handles low-speed urban imperfections with excellent compliance. The centre of gravity is naturally low due to the floor-mounted battery pack, which reduces body roll through city intersections and gives the hatchback a planted, agile feel.
The mechanical and physical boundaries of the platform emerge once you leave suburbia. At speeds above 100 kph, aerodynamic drag places an immense load on the electrical system. Maintaining highway speed requires sustained throttle input, and high-speed cruising rapidly depletes battery capacity.
With an electronically governed top speed of 130 kph, the engineering focus is clearly on city driving rather than long freeway stints. It handles the suburban A-to-B grid beautifully but feels out of its depth on the open highway.
Performance & Efficiency
The interior is very modern and incredibly well-appointed for the price.
Power is delivered by a single electric motor producing 85 kW and 150 Nm of torque. While those outputs look humble on a spreadsheet, the immediate torque delivery from zero rpm gives the E2 quite a responsive character in traffic. Claimed 0 to 100 kph is 11.5 seconds, but my bum dyno suggests it may be a little faster than that. It comfortably has the beating of equivalent, naturally aspirated petrol hatchbacks.
On our launch test route, real-world consumption was exceptional, averaging between 12.0 and 13.0 kWh/100 km. This beats Geely’s official 15.2 kWh/100 km WLTP consumption claim. Drawing from a 39.4 kWh lithium iron phosphate (LFP) battery, the official 325 km range is highly achievable within stop-start city environments.
Financing through Geely Finance secures a complimentary R7 500 charging voucher. At an average public fast-charging rate of R6/kWh, this allocation provides 1 250 kWh of energy. Based on our launch efficiency data, this translates to roughly 9 615 kilometres of cost-free driving (when charging at public infrastructure).
Geely E2 Price & Aftersales support
Lots of rear legroom thanks to the large wheelbase.
The Geely E2 is sold with a standard 4-year/150 000 km vehicle warranty, an 8-year/200 000 km battery warranty, and a 5-year/100 000 km service plan. Geely will also come to your house and install a home charger in the list price.
Geely E2 Aspire
R339 900
Geely E2 Apex
R389 900
All pricing correct as of June 2026.
Verdict
The E2 makes the most sense for an SA EV buyer yet.
The Geely E2 succeeds because it does not try to sell an artificial lifestyle narrative. It is entirely unsuited for outdoor enthusiasts who require a vehicle to carry mountain bikes to weekend races, transport heavy camping gear, or cover massive cross-country distances. At this price point, a compact EV cannot serve as a single-car solution for an active lifestyle.
Instead, the E2 is an honest, hyper-efficient commuter appliance designed to conquer the weekday metro grind. By removing the financial friction of EV ownership, it offers an incredibly rational choice for multi-car households looking to minimise fuel bills, leaving the primary combustion vehicle fresh for the weekend.
2027 Toyota GRMN Corolla Revealed
The Toyota GRMN Corolla is the ultimate Corolla hot hatchback, boasting handling upgrades, more torque and lightweight interior.
The Toyota GRMN Corolla takes the GR Corolla to another level entirely with a touch more power, upgraded suspension, stripped-out cabin and trick aerodynamics. At this stage it looks like this race car for the road will be available in limited quantities for select markets like Japan, North America and Australia.
GRMN stands for Gazoo Racing tuned by the Meister of the Nurburgring, which gives you some idea of what this vehicle is capable. Sure, its easy to make a straight-line performer, but Toyota’s goal here was to make a hands-on and engaging racetrack weapon. With extensive research and development on the famous Nurburgring, the GRMN Corolla is probably going to go down in hatchback history.
GRMN vs GR
The Toyota GRMN Corolla features unique aerodynamic components in the form of special ducts on the bonnet, wings and spoilers to help with road holding. The suspension has been enhanced with front and rear monotube shock absorbers with rebound springs for improved inner-wheel traction during corner, while the wheels are wrapped in Michelin Pilot Sport Cup 2 tyres, which are 10 mm wider in comparison to the standard car. Both the electric power steering and 4WD control system have been tuned to suit this exclusive model.
The 1.6-litre turbocharged three-cylinder petrol engine has received some software tweaks, increasing maximum engine torque to 415 Nm, 15 more than the standard car. Standard output remains the same at 224 kW. Interestingly, the South African-spec GR Corolla outputs are 210 kW and 400 Nm, and the vehicle is available with a choice of an 8-speed automatic or 6-speed manual ‘box.
Toyota’s powertrain engineers focused on increasing the torque around the 4 000 rpm band, which they say is the sweet spot for accelerating out of corners. To help keep charge temperatures down, the vehicle features an intercooler spray. To keep the purist and enthusiast theme going, Toyota has opted for a 6-speed manual transmission.
Step inside and the Toyota GRMN Corolla is quite different to the standard unit as the rear seats have been deleted to save weight, plus the front two seats are custom-designed full bucket seats which are also lighter. In place of the rear seats is a strut brace to stiffen the vehicle. There’s extensive use of carbon fibre plus there’s a serial number plate, and there’s an instrument panel bearing Toyota Master Driver Morizo’s signature.
Will the Toyota Corolla GRMN come to South Africa?
At this stage, this is an exclusive and limited-run vehicle and we’ll wait for official confirmation from Toyota South Africa.
Will the Toyota GRMN Corolla be available in South Africa?
The newly unveiled GRMN Corolla is an extremely rare, track-honed special edition primarily designated for Japan, North America, and Australia. While Toyota South Africa Motors (TSAM) sells the standard GR Corolla Circuit Edition (priced from R985 200), local availability for the GRMN has not been officially confirmed, and if any units arrive, they will be in strictly limited single-digit numbers.
How much power does the GRMN Corolla produce?
The GRMN Corolla uses an upgraded version of the G16E-GTS 1.6-litre turbocharged 3-cylinder engine. It pushes out 224kW of power and a boosted 415Nm of torque, making it the most powerful factory Corolla ever built.
Is the GRMN Corolla a 2-seater?
Yes, to save weight and maximize body rigidity, the GRMN Corolla completely removes the rear seats. In their place, a specialized 2-seater structural strut brace is installed. Up front, it features GRMN-exclusive full bucket seats.
What transmission option does the GRMN Corolla have?
The track-ready GRMN version is equipped exclusively with a close-ratio 6-speed intelligent Manual Transmission (iMT) to preserve ultimate driver engagement, paired with the active torque-splitting GR-FOUR all-wheel-drive system.
What makes the GRMN unique compared to a standard GR Corolla?
Honed directly at the Nürburgring, the GRMN features an extra 13.9 meters of structural body adhesive for extreme rigidity, specialized inverted monotube shock absorbers, forged matte bronze wheels wrapped in sticky Michelin Pilot Sport Cup 2 tyres, and an interior featuring Akio Toyoda’s (“Morizo”) signature on the dashboard.
New Toyota Land Cruiser FJ: early SA sales figures revealed
How many units of the Toyota Land Cruiser FJ were registered in SA during this new SUV’s launch month? We have the answer, plus RAV4 and bZ4X sales for May 2026…
Land Cruiser FJ straight into 3 figures
Best RAV4 sales since October 2025
New bZ4X hits 33 units (10 via dealers)
The newToyota Land Cruiser FJ – priced from R714 000 and offered exclusively (for now, anyway) with a long-in-the-tooth naturally aspirated 2.7-litre petrol engine – officially hit dealers around South Africa on 18 May 2026. So, how many units were registered over the remainder of this ladder-frame SUV’s launch month?
Well, according to figures reported to Naamsa, Toyota SA Motors registered 127 units of its new FJ-badged Land Cruiser in May 2026. As many as 116 of these were sold via the dealer channel, with the remaining 11 reported as so-called “single” registrations (vehicles the brand kept and licensed for its own use).
That means the new Land Cruiser FJ effectively outsold the larger (admittedly more expensive) Land Cruiser 300, which ended the month on 103 units. The J250-series Prado, however, was the most popular Land Cruiser SUV in May 2026, with as many as 323 examples sold.
What about the new RAV4 and fully electric bZ4X, which also arrived at dealers on 18 May? Well, Toyota registered 215 units of the RAV4 in May (with 180 of those sold through the dealer channel), though the sales split between the outgoing 5th-generation range and the new version is unclear. Still, that’s the first time the RAV4 has made it into triple digits since October 2025.
Meanwhile, the company registered 33 units of its new bZ4X, the first fully electric Toyota to be sold in Mzansi. Just 10 were sold through the dealer channel, with 23 reported as “single” registrations. As a reminder, this battery-powered crossover is priced from R1 182 800.
Frequently Asked Questions (FAQ)
Q: How many Toyota Land Cruiser FJ units were registered during its South African launch month?
A: Following its official arrival at South African dealerships on 18 May 2026, Toyota SA Motors registered 127 units of the new Land Cruiser FJ during May 2026. The vast majority (116 units) were sold directly through the dealer network, while 11 units were recorded as single registrations for internal use.
Q: How did the new Land Cruiser FJ’s sales compare to other Land Cruiser models in May 2026?
A: The Land Cruiser FJ immediately outsold the larger Land Cruiser 300, which recorded 103 registrations for the month. However, the J250-series Prado claimed the top spot as the most popular Land Cruiser SUV with 323 sales. Additionally, Toyota registered 3 units of the Land Cruiser 76 wagon and 466 units of the Land Cruiser 79 bakkie range.
Q: What were the May 2026 sales figures for the new Toyota RAV4 and the fully electric bZ4X?
A: Toyota registered 215 units of the RAV4 in May 2026 (with 180 moving through dealerships), marking its strongest sales month since October 2025. Meanwhile, the fully electric bZ4X crossover recorded 33 total registrations during the month, with 10 sold through the dealer channel and 23 moving as single registrations.
Outgoing Hilux holds off Ranger! SA’s best-selling bakkies in May 2026
In May 2026, the outgoing Toyota Hilux retained first place on the list of SA’s best-selling bakkies, while the Peugeot Landtrek snuck into the top 10. All the details here…
Hilux keeps 1st place but Ranger closes gap
P-Series retains 4th position ahead of Pik Up
Landtrek cracks top 10 at Tunland’s expense
BYD Shark 6 reaches 136 units in May 2026
LDV finally reports sales for T60 & Terron 9
In May 2026, sales in South Africa’s total new-vehicle market increased 12.8% year on year to 51 071 units, with the light-commercial vehicle (LCV) segment registering its 15th straight month of year-on-year growth, improving 2.5% to 11 251 units. So, what changed on the list of Mzansi’s best- and worst-selling bakkies?
Well, with the 9th-generation model set to hit the local market in the coming weeks, the outgoing version of the Toyota Hilux retained first place, even though local registrations dipped 15.8% compared to April 2026. In the end, the Prospecton-built stalwart managed 2 488 units in May.
The 2nd-placed Ranger (seen here in Wildtrak Supercab guise) closed the gap in May.
With a total of 2 073 units (up 3.0% month on month), the Silverton-made Ford Ranger – which recently underwent a line-up revision locally – thus retained the runner-up spot, though closed the gap to the Hilux to just 415 units. Finally, amid a switch to the facelifted model, the Struandale-produced Isuzu D-Max managed 1 009 units (down 3.4% compared to April) to keep 3rd place.
Meanwhile, local registrations of the GWM P-Series (including both the P300 and P500) improved 17.2% month on month to 689 units, seeing the Chinese bakkie retain the 4th position it achieved in April. Therefore, the KwaZulu-Natal-assembled Mahindra Pik Up again had to settle for 5th, despite a 12.3% month-on-month increase in sales to 632 units.
So, the top 5 positions were unchanged from April, a theme that continued down much of the table. Yes, the Toyota Land Cruiser 79 (466 units; up 3.3%), Volkswagen Amarok (417 units; up 4.5%), Nissan Navara (288 units; down 8.6%) and JAC T-Series (261 units; down 3.3%) remained in 6th, 7th, 8th and 9th position, respectively. It’s worth noting local production of the Navara ended in May, with Chery SA having taken over Nissan’s Rosslyn plant.
In the end, there was just a single positional change in the top 10, with the Peugeot Landtrek‘s 66.7% month-on-month gain to 230 units seeing it snaffle the final spot. As a reminder, while the SA-spec Landtrek is currently imported from China, Stellantis SA hopes to start building this bakkie at its planned Coega facility in the Eastern Cape “towards the end of 2027”.
Bakkies outside the top 10 in May 2026
The LDV T60 ended in 13th place in May.
So, which bakkies didn’t manage to crack the top 10 in May 2026? Well, with local registrations dipping 15.1% month on month to 174 units, the Foton Tunland slipped out of the top 10, ending in 11th. Still, it remained ahead of fellow Chinese contender the BYD Shark 6, despite sales of the latter improving 25.9% month on month to 136 units.
Interestingly, the SAIC-owned LDV brand began reporting sales figures to industry-representative body Naamsa in May, with the LDV T60 slotting into 13th place on 99 units. That saw the Mahindra Bolero (75 units) and Mitsubishi Triton (43 units) forced down to 14th and 15th, respectively.
Kia SA registered 39 examples of the Tasman in May.
Meanwhile, the recently launched Kia Tasman finished in 16th position with 39 units, again slightly ahead of the 17th-placed Changan Hunter (36 units). The LDV Terron 9 managed 15 units to take 18th, while the since-discontinuedGWM Steed (3 units) and the decidedly niche Jeep Gladiator (1 unit) both remained in single figures, taking 19th and 20th, respectively.
Jetour hits record total! SA’s new-vehicle sales in May 2026
In May 2026, South Africa’s new-vehicle market registered its 20th consecutive month of year-on-year growth, with Jetour retaining its top-10 spot on the back of record sales…
New-vehicle sales up 12.8% year-on-year in May
South Africa’s highest May sales total since 2013
Toyota still leads but market share slips to 20.9%
Jetour breaks through 2 000-unit mark to keep 8th
Mahindra and Isuzu return to top 10 in May 2026
In May 2026, sales in South Africa’s new-vehicle market increased 12.8% year on year to 51 071 units, representing the local industry’s 20th straight month of year-on-year growth as well as its strongest May showing since 2013.
Furthermore, that figure – again breaching the 50 000-unit barrier – was 6.4% up on April 2026’s performance. In contrast, new-vehicle exports from South Africa dropped 4.8% year on year to 29 392 units in May 2026.
Industry-representative body Naamsa said an estimated 90.1% of May 2026’s total reported domestic figure of 51 071 units represented sales via the dealership channel, while 5.3% were sales to the new-vehicle rental industry, 2.5% to industry corporate fleets and 2.1% to government.
Mzansi’s new passenger-vehicle market ended May 2026 on 36 871 units (with rental sales accounting for 6.0% of that number), an increase of 16.3% compared to the same month in 2025. Meanwhile, local sales of new light commercial vehicles (LCVs) came in at 11 251 units, up 2.5% year on year.
Meanwhile, Brandon Cohen, National Chairperson of the National Automobile Dealers Association (NADA), said the local market’s performance continued to “confound industry commentators”.
“Given the recent interest-rate increase, ongoing cost-of-living pressures and concerns around consumer affordability, many expected vehicle demand to come under greater pressure. Instead, the market continues to show surprising resilience, supported by replacement demand and consumers’ ongoing need for personal mobility,” said Cohen.
Thanda Sithole, Senior Economist at WesBank, described May 2026’s market performance as “encouraging”, pointing out that “growth was led by passenger cars, while the commercial vehicle segments also remained positive, suggesting that the recovery has breadth”.
New-vehicle sales summary for May 2026
Aggregate new-vehicle sales of 51 071 units increased by 12.8% (5 784 units) compared to May 2025.
New passenger-vehicle sales of 36 871 units increased by 16.3% (5 170 units) compared to May 2025.
New light-commercial vehicle sales of 11 251 units increased by 2.5% (273 units) compared to May 2025.
Export sales of 29 392 units decreased by 4.8% (1 467 units) compared to May 2025.
10 best-selling automakers in SA in May 2026
VW Group sales increased 10% month on month in May.
Toyota SA Motors held steady right at the top of the table, again ranking as South Africa’s best-selling automaker by quite some margin. In May 2026, the Japanese company (including its Lexus and Hino brands) registered 10 667 units in Mzansi, up 4.7% on April’s effort. Still, the company’s market share slipped slightly to 20.9%, down from 21.2% in April and 22.8% in March.
While Suzuki Auto SA retained 2nd position in May with a total of 5 546 units (up 3.4% month on month), 3rd-placed Volkswagen Group Africa (including Audi) narrowed the gap somewhat. In the end, the German company increased its tally 10.0% compared to April, ending on 5 295 units – or just 251 units behind Suzuki.
Meanwhile, Hyundai Automotive SA (3 054 units; up 6.9% month on month) and Ford Motor Company of SA (2 932 units; up 8.5% month on month) remained in 4th and 5th position, respectively, though there were only 122 units between them.
Similarly, a mere 36 units separated Chinese firms GWM SA (up 4.8% month on month to 2 605 units) and Chery SA (up 4.3% month on month to 2 569 units), with these automakers keeping hold of 6th and 7th place, respectively.
After climbing to a new high of 8th in April, Jetour SA – which falls under the Chery Group umbrella globally but seemingly operates independently in Mzansi – not only retained this top-10 spot in May but also registered record sales. The Chinese company cracked the 2 000-unit mark for the first time, growing its tally 12.0% month on month to 2 020 units.
Mahindra SA (1 429 units; up 30.1% month on month) and Isuzu Motors SA (1 371 units; up 3.9% month on month) both returned to the top 10 in May 2026. As such, after breaking into the top 10 for the first time in April, Omoda & Jaecoo SA (1 369 units) narrowly missed out in May, with BMW Group SA (on a Naamsa-estimated 1 349 units, including the Mini brand) likewise dropping off the table (to 12th).
Finally, Kia SA (1 312 units) slipped a ranking to 13th, while Renault SA (1 240 units) dropped a spot to 14th. Stellantis SA closed out the top 15 on 811 units in May 2026, forcing Nissan SA (789 units) out of the picture.
1. Toyota – 10 667 units
2. Suzuki – 5 546 units
3. Volkswagen Group – 5 295 units
4. Hyundai – 3 054 units
5. Ford – 2 932 units
6. GWM – 2 605 units
7. Chery – 2 569 units
8. Jetour – 2 020 units
9. Mahindra – 1 429 units
10. Isuzu – 1 371 units
SA’s new-vehicle sales outlook for the rest of the year
So, where to from here for South Africa’s new-vehicle market? Well, Naamsa says the economic backdrop that “underpinned the vehicle market’s recovery through the first quarter of 2026 is gradually giving way to a more challenging set of conditions”.
“Rising fuel prices, mounting inflation risks and a changing interest-rate outlook have altered the trajectory of the broader economy, introducing new pressures on household budgets and business operating costs,” the industry-representative body points out, adding that these developments are “likely to influence both vehicle affordability and purchasing behaviour”.
Similarly, NADA’s Cohen suggests the coming months will provide a far clearer indication of how these higher borrowing costs and related economic headwinds will impact consumer behaviour in South Africa’s new-vehicle market.
“The challenge for the remainder of the year will be whether consumers can continue to absorb higher financing costs and rising living expenses. For now, however, the market’s performance demonstrates that South Africans continue to prioritise mobility, even in a demanding economic environment,” says Cohen.
WesBank’s Sithole adds the “shift in the interest-rate environment and renewed fuel-price pressure mean affordability will remain a key consideration for households and businesses in the months ahead”.
“The second half of 2026 will require consumers to stay informed and make decisions grounded in their own financial position, but the future looks positive,” says Sithole.
The Isuzu D-Max update – here’s what really matters
Isuzu’s D-Max update brings more options for adventure 4×4 drivers, but the core tech lags behind what’s available in the Australian market.
Any Isuzu D-Max update is big news for South African bakkie buyers. As one of the country’s most established bakkie brands, Isuzu’s model range has real legacy and impact in the local market. Just consider all the component sourcing, cost, and after-sales service support benefits that come with owning a locally built bakkie.
Toyota’s new Hilux will continue to dominate the South African bakkie market, but an updated D-Max is important. Why? Because to many buyers, alongside the Ford Ranger, it’s their preferred alternative. Yes, Chinese bakkies are gaining momentum and favour, but Isuzu remains a popular choice.
For bakkie buyers who don’t want to deal with the insurance and theft risk issues of owning the market-leading Hilux, the D-Max is the answer. But what changes has Isuzu made with the new range? And what is missing in this update before the much-anticipated all-new D-Max platform comes to market in late 2027?
Isuzu’s bakkie reputation is built on durability and diesel engines. Not sophistication. Isuzu is the world’s largest manufacturer of automotive diesel engines. And that scale means that Isuzu bakkies are renowned for their powertrain quality.
Bigger screens
Better screen graphics, but with physical buttons and tabs. Isuzu gets it right.
In a modern bakkie market, durability still matters, but in-car tech matters a lot, too. Bakkie buyers want all the connectivity that a modern infotainment system provides, without the annoyance of silly haptic controls. Or too many functions layered in screen sub-menus.
One of the D-Max’s best features is that it has retained many physical controls for the HVAC and infotainment. That means you still have that row of tabs that are easy to reach and control when driving on a corrugated dirt road.
The D-Max has durable engines but none make class-leading power or torque.
Isuzu hasn’t made any changes to the engines or drivetrains with the D-Max update. Will that be a disappointment to many Isuzu followers?
There’s a 2.2-litre turbodiesel available in other markets, but this engine won’t be available in local Isuzus until the new D-Max platform arrives in 2027.
Why has Isuzu decided to carry over its engine range when a new Hilux is entering the market and a flood of impressive Chinese bakkies is on the way? Well, because carry-over engines are reliable and proven. And it’s exactly what Toyota has done with the dominant Hilux. So you can’t really question the Isuzu South Africa product planning people for their decision.
Timing chains – no belts
Chain-driven engine timing is a durability hedge with Isuzu engines.
The 1.9- and 3.0-litre four-cylinder turbodiesel engines continue to be graded against the latest turbodiesel rivals and their outputs are average. But these engines retain the famed Isuzu diesel durability, which is worth a lot to many South African bakkie buyers. Importantly, all Isuzu diesel engines use chain-driven timing rather than timing belts.
For bakkie buyers who value long-term engine durability and worry about catastrophic engine failure and damage with a failed or snapped timing belt, it’s a big deal.
Unlike the Amarok or Ranger, you can’t use the D-Max’s 4×4 system on a wet tar road.
Like the engines, all gearboxes and transmissions for Isuzu’s latest bakkie have been carried over, too. That means you still only have 6 forward speeds. That is similar to a new Hilux, but it offers fewer gears than most rivals like the Amarok/Ranger (10) and most Chinese double cabs, which have 8-speed transmissions.
Disappointingly, the Isuzu 8-speed automatic transmission already available in several other global bakkie markets isn’t part of the local D-Max update. This is a big issue because most double cabs are ordered with automatic transmissions.
Fewer gears mean worse fuel consumption and possible acceleration lag when you need that rapid gear kickdown, accelerating up a steep gradient or to pass slower trucks on the highway.
The updated D-Max and new Hilux lack an all-wheel-drive option on the high-trim 4×4 versions. That means you can’t use a 4×4 D-Max in all-wheel drive on a sealed surface, or on a slipway when you are launching or retrieving watercraft.
With the Amarok, Ranger, Tasman, and several Chinese double-cab bakkies now offering all-wheel drive, it could be an issue to have a 4×4 bakkie with only a 50:50 lockup transfer case option. Why? Because on these bakkies, all-wheel drive can’t be used as a traction and safety aid at high speeds on dirt roads. And they absolutely can’t be used on steep, wet tar roads or slipways in 4×4, which is exactly where a double cab with all-wheel drive is so valuable.
New D-Max 4x4s
The D-Max’s dirt-road ride quality is legendary but the drivetrain technology is ageing.
An interesting detail in Isuzu’s updated bakkie range is the addition of more extended-cab versions. For a long time, these bakkies were an afterthought in the local market. Now, several brands are making an effort to market them more effectively.
Isuzu has added 2 4×4 derivatives to its extended-cab range because they make a lot of sense to adventure and business buyers. The load bed on a double-cab bakkie is short. That makes it a lot less useful than you’d think.
Extended cabs are having a moment
The better platform for adding an overlanding canopy for serious 4×4 driving.
For overlanders and 4×4 adventure drivers – an important segment of the local bakkie market – a short double cab load bed has many limitations.
An extended cab has better load rating and load volume than a double cab. That matters when buyers need to fit an aluminium canopy with a drawer system and carry their own supplies for a month-long tour of Botswana or Namibia.
Another benefit of extended-cab bakkies over both single- and double-cab bakkies is the storage area behind the seats. Bakkies have no safe in-cab storage. In an extended-cab bakkie, you can manage the risk better by utilising lockable storage boxes behind the seats, creating an excellent in-cabin storage solution without sacrificing any space in the load bed.
Double cab bakkies are popular as family vehicles. But it’s very difficult for business owners to make a VAT vehicle tax claim for them. With an extended cab, that’s not an issue, which does increase its appeal as an ownership proposition.
How did Ferrari get its first-ever EV, the Luce, so wrong? Or is Ferrari right and we are wrong? Or maybe two wrongs make a right? What’s the question again?
My first response upon seeing the new Ferrari Luce was not one of disgust. In fact, I barely raised an eyebrow. Viewing that first gallery on my Instagram feed over breakfast, I thought it was just more AI slop and not worthy of any emotional investment. But then there was another post. And then a reel. And then another. I started to wonder … surely this could not be real?
A few minutes later, the authenticity of the posts confirmed, I was immersed in the Internet’s response to Ferrari’s first-ever EV. Between gulps of coffee, I could not help but giggle, until my 14-year old daughter, who has grown up with cars, because she has grown up with me, asked me why. I showed her a picture of the Luce and told her it was the new Ferrari. She giggled, too (not at the picture, but at me, thinking I was joking), then shrugged and said, “But that’s not a Ferrari!”
That kind of response really sums up the situation. Whether we are passionate petrolheads or merely “alive”, we all know what Ferrari represents, and the Luce, quite evidently, is not that.
Ferrari’s share price slumped in the days following the Luce’s reveal, rival brands are mocking the Prancing Horse (even Kitkat and Toblerone joined in), and passionate Ferraristi are up in arms. Perhaps most concerning (for Ferrari) will be the thinly veiled criticism levelled at the Luce by its highly respected former chairman, Luca di Montezemolo. He said; “If I were to say what I really think, it would be unpleasant. I hope someone removes the Prancing Horse from that car. We risk destroying a legend. At least the Chinese won’t copy it!”
Ouch!
Why does the Ferrari Luce exist?
In the days following the Luce’s reveal, I went down many rabbit holes. Design is something that has always fascinated me. Growing up, I had real hopes of becoming a car designer, writing to the likes of Bertone and Pininfarina to gather more information. Though I did not end up designing cars, I am passionate about the subject and have invested considerable time trying to understand it. Perhaps more importantly, in my eventual career as a motoring journalist, I have met and interviewed many of the world’s top designers during the past quarter of a century or so.
My personal view is the surfacing of the car is too simple, resulting in a lack of visual “tension”. In fact, the design surfacing is so soft and almost pillowy, that it ends up looking more like a Duplo toy car than an exotic supercar. And then there is the shape of the thing… What is it exactly, a sedan on stilts? Somehow, even with massive 23-inch wheels at the front and 24s at the rear, it still looks curiously undertyred.
The Luce also eschews the traditional cab-rearward look of Ferraris, even the Purosangue, in favour of a type of cab-forward, monobox silhouette that is generic. And then, to make matters worse, where Ferrari has added traditional design elements (such as the round rear lights), it was executed quite poorly, like an afterthought. From the rear, it looks like a 360 Modena has been covered in the unfinished clay styling buck of a much bigger car!
Reviewing a car’s design is very much like evaluating art: extremely subjective. In the case of the Luce, however, the condemnation has been near universal. Some commentators have suggested that the Luce design is polarising, which would imply there exists a similarly large support base. This does not appear to be the case; not to me, anyway.
It would seem that much of the furore around the existence of the Luce is ignited by the fact that it is Ferrari’s first-ever EV, as if electric vehicles have to be unattractive by definition. Or, that supercars can simply not be EVs. You don’t have to look very far (mostly to China) to realise that neither of those points of view is correct. BYD’s Yangwang U9, penned by Wolfgang Egger (previously from Alfa Romeo and Audi, where he also oversaw Lamborghini) has a typical (some may say attractive) hypercar design and is also faster than the Ferrari Luce, while also being a 4-motor EV. Egger previously designed the Alfa Romeo 8C Competizione, one of the world’s most beautiful cars, of all time. That little detail is important to remember when you consider the automotive track record of the team behind the new Luce.
For the price, the Luce is simply not quick enough…
If you equate Ferraris with being the fastest, then the Luce also does not quite hit the target. Not only is the Yangwang faster to 100 kph, but so is the Tesla Model S Plaid. The Porsche Taycan Turbo S is in the same ballpark. And all three of those cars are significantly more affordable. Yes, the Luce has a higher top-end than the Porsche, but how often will you be able to reach that?
And, here’s a major issue: The Luce costs more than double the price of a Yangwang U9, nearly 3 times as much as a Taycan Turbo S, and about 6 times as much as a Tesla Model S Plaid (admittedly, not long for this world). So, if Ferrari supremacy to you means performance, then the Luce misses the mark, particularly at the price.
And yes, price is a particularly important factor here. The Luce will sell from around €550 000, but base pricing in the world of Ferrari means preciously little. We expect optioned vehicles to land in South Africa from around R15.0 million. Even for a Ferrari, that is a lot, and quite similar to the Purosangue, which suddenly seems quite a conventional Ferrari with its V12 engine (even though it caused quite a ruckus itself when it was launched, being the first-ever Ferrari SUV).
So the Luce is not the fastest EV, nor does it offer the best range in the world of performance EVs (around 530 km). Quite clearly, it is also not the prettiest.
Does the Luce exist to guarantee the future of V8s and V12s?
If anything, the introduction of the Luce appears to be a very calculated move taking into account a number of potential market scenarios. Firstly, regulatory pressure is a real and ever-tightening threat. Global emissions mandates, particularly in Europe and China, heavily penalise manufacturers that do not lower their fleet-wide CO2 averages. The situation could become even more dire and, if a car company is not technologically prepared, it may well not be able to respond in time.
By launching an exotic 122 kWh fully electric vehicle, Ferrari creates “carbon credit” headroom. Every Luce sold offsets the emissions of the high-margin, track-focused V8s, V12s, and hybrids in its line-up. As long as this works, Ferrari can continue developing and selling the cars we all associate with the Prancing Horse brand. I can get behind this approach.
Another reason offered is that the Luce is explicitly aimed at a different demographic. Ferrari has stated that the Luce is designed to draw in buyers who would not necessarily buy a traditional Ferrari. Think wealthy, tech-forward purchasers (particularly in Asia) who demand zero emissions and absolute daily usability (hence the 5-seat layout), but still want extreme luxury and prestige. Manufacturing cars is a business, after all, and I can appreciate that extending your portfolio of customers beyond those wanting a weekend car is attractive. But we are, in my view, starting to tread on thin ice here already…
That said, the above are 2 facts of life that I can live with, even though it is clear that Ferrari is admitting in the process that it can’t match its much more affordable rivals in terms of performance, so instead has focused almost wholeheartedly on offering exclusivity, largely the result of the heady price and, um, “special” appearance.
What I can not accept, however, is that the Luce is just a horrible piece of (exterior) design that is alien to everything that this storied brand represents.
In the absence of Pininfarina
Ferrari first entered into a collaboration with famed Italian design house Pininfarina in 1951. Some of the world’s most celebrated automotive designs resulted from the partnership, including the original 250 Lusso, Daytona, 308 GTB, Testarossa, F40 and many more. The relationship started coming to an end in 2011 with the announcement of Ferrari’s in-house design studio. In 2015, Pininfarina was sold to Mahindra…
At the helm of Centro Stile Ferrari was (and is) Flavio Manzoni, who said, “The presence of the design centre in the factory is really important because there are meetings every day with engineers, aerodynamicists and economists to converge, step by step, on the best shape possible.”
That’s all good and well, but I fear in the instance of the Luce, the economists and, perhaps, the aerodynamicists, have had too much say. More than that, I think the risky nature of the project may have opened up Ferrari to some “foreign” influence.
Enter LoveFrom
LoveFrom is an independent, highly exclusive creative collective founded in 2019 by Sir Jony Ive, the legendary former Chief Design Officer of Apple, alongside his longtime collaborator and renowned industrial designer, Marc Newson.
Composed of a tight-knit, multi-disciplinary group of designers, the firm operates with a cloaked, minimalist mystique. It collaborates, very selectively, with some of the world’s most prestigious brands, including Moncler, King Charles III and, now, Ferrari. For those who don’t know, Ive was responsible for such products as the 2001 iPod, 2007 iPhone as well as the 2014 Apple Watch. The man clearly knows a thing or two about consumer product design. Newson, too, has designed some very desirable products, and has tried his hand at automotive styling before (Ford 021C). He also designed the achingly pretty Aquariva motorboat from 2010.
But LoveFrom is very, very thin on automotive design experience. So, why then, after going through all the trouble of divorcing yourself from the legendary Pininfarina and starting your own design house, would a brand such as Ferrari feel compelled to make use of LoveFrom’s services?
Well, you should know that Ive spearheaded Apple’s ultimately stillborn “Project Titan”, which would have delivered the American tech giant’s first car. While the Apple car was never shown, it is believed that a largely “monobox” design, a cavernous glass-house canopy and a radical interior influenced by the company’s other devices would have been trademark design cues. When I look at the Luce, it does not feel a massive stretch to consider it an Apple car rather than a Ferrari.
The loudest voice in the room
I have never met Ive or Newson from LoveFrom. From what I’ve read, Ive is actually quite reserved and polite, while Newson is reportedly a bit more boisterous, but widely respected. I can imagine, however, that they are both very convincing in a boardroom situation. They also have a lot of “unfinished business” from the Project Titan days.
In a situation where radical change is the request, and you are a storied, legendary brand, I do believe that a proposal by the likes of Ive/Newson would have been incredibly hard to ignore by the Ferrari decision makers. In fact, it reminds me a little of the situation at BMW back in the ‘90s and early 2000s…
When Chris Bangle joined BMW in the early ‘90s, the German brand’s cars were criticised for always evolving very carefully, and having such conservative, “stoic” horizontal structure. One of my very first overseas car launches was to cover the reveal of the infamous BMW 7 Series E65, the so-called “Dame Edna”. I had seen images of it prior to the night of the big uncovering and was convinced it was appalling.
And yet, as Chris Bangle walked me around the car and explained every line, I felt convinced that he was 100% correct, albeit only for a while. Bangle was a fantastic, convincing talker, a Methodist minister who could, indeed, preach! Back then, co-workers and readers of CAR magazine asked me how BMW could let a car like the E65 become a reality. The truth is that, when accomplished oration, ego and undeniable expertise combine, it can become a very difficult force to resist.
If I look at the Ferrari management right now, seemingly devoid of an equally strong opposing ego (such as former chairman, Luca di Montezemolo) and defined more by cold objectivity than passion, I can understand LoveFrom’s “proposal” getting the nod. On paper, it makes sense. The ingredients are there.
Except for one critical thing: desirability.
Now, don’t get me wrong; it’s not all bad news. I like the interior of the Luce. It is where LoveFrom’s expertise shines. I wouldn’t mind the Luce’s interior influencing all modern-day and forthcoming Ferraris. It’s that attractive. The way it takes iconic Ferrari design traits and makes them function in a modern way is truly impressive.
The absence of desirability…
But when it comes to a Ferrari, desirability must also be present on the outside. It’s a non-negotiable.
Leonardo Fioravanti, the designer behind the Daytona, 308 and F40, once said: “A Ferrari must be both art and science, otherwise it is just another fast car.”
I’ll take it a step further. Whether you are an old Italian man, an American influencer, or a 14-year old South African teenager commenting over breakfast, a Ferrari means something very specific, and it is pretty much the same thing to everyone. Very few other brands have this singular brand identity. A Ferrari is not a car. A Ferrari is desire. It is inspiration. It is what we dream about rewarding ourselves with for an incredible achievement. Ferrari is mythical. And much of that is grounded in what a Ferrari looks like.
Yes, beauty may be in the eye of the beholder, but desirability is not something you only observe. It is not merely about aesthetics. It is how those aesthetics make you feel.
And the Luce, I’m sad to say, just makes people feel … meh.
