There is a growing trend in South Africa of manufacturers releasing their new models while keeping the old version around as a more affordable alternative for consumers.
One of the most prominent brands engaging in this practice is Chery, which now offers two versions for each of its three main vehicle lines – the Tiggo 4, Tiggo 7, and Tiggo 8.
In late 2024, Chery introduced the new Tiggo Cross – a mid-range crossover that starts at R399,900.
The catch is that the Cross is not a brand-new vehicle, because it is actually the facelifted version of the brand’s most affordable model – the Tiggo 4 Pro.
The Tiggo 4 Pro is one of the best-selling vehicles in the country, thanks in large part to its affordable starting price of R269,900.
Chery didn’t want to compromise the Tiggo 4 Pro’s appeal by introducing an updated version with a higher price tag, and so the new version was introduced as a separate model called the Tiggo Cross.
We saw this strategy again with the Tiggo 7 Pro, as the Chinese automaker launched the new Tiggo 7 in July as a separate model.
While it’s slightly confusing that we now have the Tiggo 7 Pro and the Tiggo 7, the two vehicles are listed as distinct entities on Chery South Africa’s website.
The older Tiggo 7 Pro costs R389,900, while the new Tiggo 7 starts at R429,900.
A similar approach was taken with the Tiggo 8 Pro, as the company recently launched the new Tiggo 8 in South Africa.
This comparison is a bit less straightforward, as the Tiggo 8 is currently limited to a single plug-in hybrid flagship, which means there’s a considerable price difference between the two.
The Tiggo 8 Pro asks for a minimum of R529,900, while the Tiggo 8 retails for R729,900.
Regardless of the slightly convoluted catalogue, the end result is the same for consumers.
The new models are not a replacement for the old ones; rather, they are an upgrade for those who prefer the latest version with all the bells and whistles.
For everyone else, the old SUVs remain as a more affordable alternative.
Not a new tactic
Keeping older models around is by no means a new tactic within the auto industry.
It’s a marketing strategy that manufacturers tend to employ during times of economic uncertainty, when the companies want to soldier ahead with their latest creations while keeping the needs of consumers in mind.
One of the most famous examples of this is the VW Golf, which used to be one of the most popular cars in South Africa.
The original Golf, launched in 1978, was an entry-level car that proved to be a major hit with households, but when the Golf II came along in 1984, market conditions had deteriorated and the new version proved to be much more expensive.
According to IOL, the rand’s declining value meant that the Golf II jumped several price brackets, putting it out of reach of its original target demographic.
The solution? VW elected to continue the producing the Golf I in South Africa under a new name – the Citi Golf.
The Citi Golf was a smash hit and lingered on until 2009 when it was finally put out to pasture.
Around the same time, VW started to produce the Polo Vivo (essentially the previous-generation Polo) as a stripped down affordable hatchback tailored for South Africa.
So while selling older models around is not a new phenomenon, it’s certainly one that motorists can appreciate when every new vehicle update seems to jack the price up a little more.
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