02 July 2017

VW South Africa : Anyone For Polo?


VW is the best selling passenger car brand in the RSA. Its success is based around two models,  - or one - depending on how you define it. The company runs the Polo model plus the previous generation model named the Polo Vivo. Between then they take 77.5% of all the brand's sales! That is a very unusual proportion for one model, even if it is achieved with two generations.

VW hasn't always been the biggest passenger car brand. For years it was second to Toyota but in 2010, it took a lead it hasn't relinquished since. Even in the challenging times the total market is experiencing, while sales have fallen, it's managed to keep ahead of its arch rival.

Summary: For any brand to be the best selling is always an achievement, having so many sales in one segment does seem to pose a risk. Spreading oneself as broadly as possible is always a safer bet but for now it is meeting the demand of what the public wants. What it has done is keep remarkably consistent market share over the five years below, of which the Polo's consistency has been a major factor.


VW Passenger Car Sales : RSA

Make/Year 2012 2013 2014 2015 2016

Polo Vivo 34,873 35,041 34,662 31,384 28,830

Polo 28,667 27,953 29,559 25,365 23,279

Golf 6,881 7,538 7,749 7,453 4,817

Up! - - - 2,814 2,602

Jetta 4,720 4,133 3,105 2,913 2,572

Tiguan 2,981 4,095 3,464 2,704 2,302

Carav/Kombi 820 1,464 1,218 1,198 1,556

Passat 480 436 375 201 402

Touareg 625 596 531 542 349

Caddy 521 328 301 366 263

Scirrocco 589 451 181 201 111

Beetle 273 583 308 164 102

CC 477 400 330 217 68

Touran 455 419 310 194 18

Other - 190 - - -

Total 82,362 83,627 82,093 75,716 67,271

Share 18.7% 18.5% 18.7% 18.3% 18.6%

Data source: Naamsa.

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