Crossovers and SUVs may be the most popular vehicle types in South Africa, but there is one segment that is slowly dying out.
Premium crossovers have seen the loss of several prominent models in recent years, while those that remain are saddled with enormous price tags that are out of reach for most households.
Popular but unaffordable
Crossovers are an incredibly sought-after body type as they ostensibly offer the best of both worlds from hatchbacks and SUVs, such as the styling and practicality of the latter and the ease of use and driving pleasure of the former.
The term “premium crossover” is used to describe upmarket models that are often based on C-segment hatchbacks, which is an industry designation for the largest group of hatchbacks such as the VW Golf or Hyundai i30.
Case in point are the VW T-Roc and Hyundai Kona, which are essentially SUV versions of the Golf and i30, respectively.
This is actually one of the reasons why this category is in decline, as South Africa’s C-segment hatchback catalogue has been reduced to just two “affordable” models.
Units like the Ford Focus and Opel Astra have been discontinued entirely, while the Golf and i30 are now exclusively sold in their high-performance GTI and N specifications.
All of this comes down to affordability, as nearly all premium hatchbacks now go for more than half a million rand.
This is why the Golf and i30 are now limited to their hot hatch versions, as it is easier for their manufacturers to justify higher margins for niche models.
Likewise, brands like BMW, Mercedes-Benz, and Audi still sell the 1 Series, A-Class, and A3 as their luxury status means their expensive stickers come as less of a shock.
All of this is true of crossovers as well, as the selection of models from mass-market automakers is dwindling, forcing consumers to look further up the price spectrum to get their hands on their preferred vehicle.
The Nissan Qashqai and Hyundai Kona were both discontinued this year, and Hyundai has since launched the R270,000 Exter, illustrating a trend of carmakers downsizing their South African portfolios to stay relevant.
The T-Roc is generally considered to be one of the most successful models in its category, but it is still one of Volkswagen’s lowest sellers in South Africa compared to units like the Polo, Polo Vivo, T-Cross, and Tiguan.
Similarly, the Ford Puma is ostensibly a spiritual successor to the fan-favourite Fiesta, but its R570,400 starting price means it hasn’t sold in great quantities since its launch at the end of 2023.
In contrast, the Ford Puma, Nissan Qashqai, and VW T-Roc are among the top 10 best-selling cars in the United Kingdom, which highlights the discrepancy in affordability between our markets.
It’s worth noting that there are still quite a few premium crossovers in South Africa to choose from, but all of them command a sizeable price tag, which you can see below:
- Alfa Romeo Tonale – R799,900
- Audi Q2 – R744,980
- BMW X1 – R808,898
- Honda HR-V – R520,900
- Jaguar E-Pace – R1,187,900
- Lexus UX – R910,900
- Mazda CX-30 – R531,800
- Mercedes-Benz GLA – R926,703
- Mini Countryman – R724,819
- Mitsubishi Eclipse Cross – R524,990
- Subaru Crosstrek – R609,000
- Volvo XC40 – R720,000
Something else that hurts the appeal of these crossovers are midsize SUVs, which often sell for a similar price but are much more practical for families.
For example, the Ford Puma and VW T-Roc start at R570,400 and R618,100, but the midsize Ford Territory and VW Tiguan go for R576,000 and R651,500, making it quite difficult to justify purchasing the former when you can get something more substantial without spending too much else.
All of this is to say that premium crossovers are in an awkward spot in South Africa, as many are too expensive to be volume sellers while others are being cannibalised by midsize SUVs within their own stables.
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