5 automakers with the biggest sales declines in SA in 2025
While SA’s new-vehicle market saw strong growth in 2025, a few automakers suffered sales declines. Here’s which firms saw the biggest year-on-year percentage drops…
- Proton suffered biggest percentage drop at 48.3%
- Nissan saw largest decline in pure volume terms
- Volvo, Honda and Mitsubishi also slid year on year
South Africa’s new-vehicle market put in a strong performance in 2025, with local sales increasing 15.7% compared to the prior year to ultimately hit an encouraging 596 818 units – the highest total since 2015. But, despite this overall growth, a few automakers suffered year-on-year sales declines.
So, which automakers shrunk most in a growing market? Well, we’ve tallied up the sales figures for the year and compared them to 2024’s numbers. That allowed us to identify the manufacturers that endured the biggest year-on-year percentage drops. Note that we’ve focused on automakers that play in the light-vehicle segments, omitting truck- and bus-only manufacturers from this exercise.
Before we dive in, a few more caveats. We’ve based our calculations on “manufacturer” totals reported to Naamsa in each month of 2025. So, keep in mind that in this reporting method, certain individual brands are grouped under broader manufacturer banners. For instance, Alfa Romeo, Fiat, Jeep, Opel and Peugeot fall under Stellantis, which incidentally grew 22.8%, year on year. Other examples include Audi forming part of the Volkswagen Group (down 4.2%) and Lexus being part of Toyota (up 15.1%).
Also note not all manufacturers report sales figures to Naamsa, with the likes of BYD, GAC, Ineos and LDV keeping their sales private. Furthermore, we’ve opted to exclude Ferrari, considering this high-end brand’s comparatively low sales volumes. For the record, however, Scuderia SA – the official distributor of new Ferrari vehicles in South Africa – registered 53 units in 2025, down 18.5% year on year.
Proton (459 units sold) – down 48.3%
Based on Naamsa figures, the manufacturer that suffered the most significant year-on-year percentage drop in sales in 2025 was Proton South Africa. Distributed by the Combined Motor Holdings (CMH) Group, the Malaysian automaker’s local registrations slid 48.3% year on year to 459 units in 2025.
In May 2025, we reported that Proton’s future in SA looked uncertain, based on comments from CMH Group CEO Jebb McIntosh. Thereafter, Proton SA released a statement saying it was “not exiting the South African market”. Still, local sales tapered sharply late in 2025, with just 2 units sold in each of the year’s final 2 months. For the record, in global terms, Proton falls under Chinese automotive giant Geely, which has has just returned to SA…
Volvo Cars (903 units sold) – down 36.8%
Having sold 1 428 units in 2024, Volvo Car South Africa’s total slipped into 3 figures last year. According to numbers reported to Naamsa, the Swedish manufacturer sold 903 units in Mzansi in 2025. That represents a 36.8% year-on-year decline.
The Gothenburg-based automaker – which also counts China’s Geely as its parent company – had its best month of 2025 in March, when it registered 151 units. Its weakest performance of the year came in August, with just 42 units sold across South Africa.
Nissan (15 085 units sold) – down 32.3%
Nissan South Africa suffered an appreciable 32.3% year-on-year decline in sales to end 2025 on 15 085 units. That performance saw the Japanese firm tumble out of the top 10, falling 5 places to settle in 12th overall. In pure volume terms, this was easily the largest decline in the market, with the company shedding a whopping 7 199 units, year on year.
Of course, some of that drop could be attributed to the axing of the Rosslyn-built NP200. Though production of this half-tonne bakkie ended in March 2024, as many as 6 544 units were sold that year, with the Japanese automaker simply unable to fill the resulting void in 2025. In addition, local sales of the Magnite slipped 14.1% (in the passenger-vehicle segment) year on year.
Honda (2 517 units sold) – down 13.6%
Honda Motor Southern Africa’s sales total dropped 13.6% year on year to 2 517 units in 2025. Part of that decline was down to the discontinuation of the Ballade and BR-V, with combined sales of these 2 models sliding from 530 units in 2024 to just 14 units in 2025.
Registrations of the Amaze also fell year on year (though this budget sedan went through a runout phase earlier in 2025, ahead of the local introduction of the 3rd-generation model), while the Civic, CR-V, Fit and HR-V all also lost sales compared to 2024. The Elevate, meanwhile, enjoyed a 121.9% year-on-year increase (to 1 136 units) to become Honda’s top seller in 2025.
Mitsubishi (1 942 units sold) – down 12.5%
Based on Naamsa figures, Mitsubishi Motors South Africa suffered a 12.5% year-on-year drop in sales in 2025. The Japanese company ended the year on 1 942 units, with its best month being June (when it sold 205 units) and its worst April (with only 93 registrations).
The Triton experienced an 11.2% year-on-year decline in sales, seeing it fall to 14th place on the list of SA’s best-selling bakkies. The ASX, Outlander, Pajero Sport and Xpander all likewise shed sales compared to 2024. That said, the Outlander Sport added some much-needed volume, while the Eclipse Cross also saw marginal gains.
Other automakers that shed sales year on year
While the 5 manufacturers above endured the largest year-on-year percentage drops in the local market in 2025, a few others also slipped back – albeit not quite as drastically. For instance, Mazda Southern Africa’s sales dipped 12.4% year on year to 2 652 units, seeing it just miss a spot on this list.
Porsche SA (down 8.8%, year on year, to 1 147 units) and Mercedes-Benz SA (down 4.3%, year on year, to 6 128 units) also seemingly shrunk in 2025, though we should keep in mind Naamsa provides only “estimated” sales figures for these 2 brands since they don’t currently report to the industry representative body.
Meanwhile, Volkswagen Group Africa (down 4.2%, year on year, to 63 667 units) was the only automaker in the top 10 to shed sales in 2025. Finally, Jaguar Land Rover SA’s local registrations slipped 1.1% year on year to 2 793 units, a marginal drop considering Jaguar brand sales effectively ended early in 2025.
Frequently Asked Questions (FAQ) About SA Automaker Sales Declines in 2025
Q: Which automaker experienced the largest percentage drop in sales in 2025?
A: Proton South Africa recorded the most significant year-on-year percentage decline in 2025. The Malaysian brand’s local registrations plummeted 48.3%, falling from 888 units in 2024 to just 459 units in 2025.
Q: Why did Nissan suffer the largest volume loss in the South African market last year?
A: While Nissan saw a 32.3% percentage drop, it suffered the largest volume decline in the industry, shedding 7 199 units compared to 2024. This was primarily driven by the discontinuation of the locally built NP200 half-tonne bakkie, a former high-volume seller that left a significant void in Nissan’s light-commercial vehicle line-up.
Q: Were any top 10 automakers affected by sales downturns in 2025?
A: Yes, Volkswagen Group Africa was the only manufacturer in the top 10 to record a year-on-year sales decline. Despite the overall market growing by 15.7%, the VW Group’s local sales (including Audi) fell 4.2% to 63 667 units, resulting in its market share sliding from 12.9% to 10.7%.
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