The “new” brand expanding rapidly in South Africa as it sells cars for R189,900

Tata now has 45 dealers in South Africa, following its relaunch in the country in August 2025.

The company said it originally planned to set up 40 dealers in the first 12 months of operating, but this target was exceeded in under six months thanks to strong demand.

“The introduction of the Tata brand and our model range have been so well received by the public and dealers alike that we have been able to exceed our target,” said Daphne Greyling, GM of Dealer Sales for Tata Motors Passenger Vehicles SA.

Greyling added that all the dealerships are Tata branded and employ dedicated Tata staff.

Tata plans to continue its expansion in South Africa, with three more dealerships set to launch in February.

By the end of 2026, Tata said it is set to have at least 50 dealers in the country.

Starting at R189,900

Tata said the rapid expansion of of its dealer network in South Africa is complemented by its passenger vehicles gaining market share “at a rapid rate” in all the segments they compete in.

The company added that it also plans to launch two new models in South Africa this year – the Nexon and Sierra.

In Tata’s current line-up, four vehicles are available:

• Tiago (Hatchback) – Starts at R189,900
• Punch (Crossover) – Starts at R244,900
• Curvv (Crossover Coupe) – Starts at R349,900
• Harrier (Midsize SUV) – Starts at R549,900

The Tiago’s starting price of under R190,000 puts it squarely in the entry-level bracket, aimed at South Africans looking to buy their first new car or switch to a smaller or more affordable vehicle.

At the top end of its range, the Harrier at R549,900 is then competing against similarly-priced Chinese SUVs – which have seen a massive surge in popularity in recent years.

This positions Tata as a competitor in the rapidly-growing segment of brands taking on established vehicle manufacturers like Toyota, Suzuki, VW, and Audi.

Where Toyota and VW were historically seen as the brands of choice for a “starter car”- think Yaris or Polo Vivo – now local consumers have a wide range of options to choose from.

In the crossover and SUV market, the competition is even more fierce.

Chery, Haval, GWM, and many more – included Tata – now offer feature-packed SUVs at lower prices than VW, BMW, Mercedes-Benz, and Audi.

With South Africa very much a price-conscious market, this makes it compelling for motorists to move away from the established German brands.

Chinese vehicles have become so popular, in fact, that Chery and its subsidiaries Omoda, Jaecoo, and Jetour now rank as the third-best-selling brand in South Africa.