South Korean automaker Hyundai recorded its best-ever online vehicle sales month in South Africa in March, selling more than 100 vehicles online, including cars sold through its WhatsApp channel.
The carmaker sold 110 vehicles through its Digital Dealer platform, marking the first time it has exceeded 100 monthly online sales since the initiative launched in December 2024.
This pushes the brand’s total digital sales to 974 vehicles nationwide, and signals a shift in how consumers are buying cars.
Playing a major role in this shift is Hyundai’s WhatsApp channel, which allows customers to interact with the carmaker’s AI-powered assistant, Hana, which guides buyers through the finance application process.
Once this application is complete and approved, customers can take delivery of their vehicle from their nearest Hyundai dealership.
“This result reflects a clear shift in how South Africans are choosing to buy cars,” said Stanley Anderson, CEO of Hyundai Automotive South Africa.
“Digital platforms are making the process faster, simpler, and customers are responding positively.”
This sentiment was echoed by Johan Nel, Sales Director at Hyundai Automotive South Africa, who said that the brand’s focus has been on simplifying what has traditionally been a complex process.
“Customers want convenience and flexibility. Being able to apply for finance and secure a vehicle via WhatsApp or online gives them total control, without the need to spend hours in a showroom,” he said.
Hyundai’s dealer agents, including its top-performer in March, Nokubonga Nene, have already noticed a shift in customer behaviour.
Nene explained that customers seem to enjoy the ease of the process that allows them to apply for financing through the WhatsApp channel before collecting their car.
“The process is efficient and a much more streamlined experience compared to traditional car-buying,” she noted.
Hyundai notes that, for the majority of buyers, the ability to move from enquiry to finance approval using their smartphone is becoming a key differentiator.
Physical dealerships remain king
Despite AutoTrader noting a similar shift in consumer behaviour, physical walk-in dealerships remain the go-to for South African car buyers.
This is according to the National Automobile Dealers’ Association (NADA), which noted that the vast majority of South Africans continue to choose physical showrooms over virtual platforms.
Referencing the Automotive Business Council’s (Naamsa’s) data, NADA explained that roughly 90% of new car sales were facilitated through dealers, confirming that dealerships remain a cornerstone in the industry.
NADA Chairperson, Brandon Cohen, declared that while technology has streamlined the research phase of car buying, it has not replaced the need for human interaction.
“Despite rapid technological advances and the rise of virtual dealerships, South Africans still value the local dealer experience,” said Cohen.
“While convenience is the primary driver for online research, allowing buyers to compare models with a few clicks, it does not negate the essential ‘human touch’ required for such a significant purchase.”
According to the 2026 Deloitte Global Automotive Consumer Study, dealer visits and manufacturer websites remain the most trusted sources of information for prospective car buyers.
The study found that among the top priorities for consumers were securing a competitive deal through negotiation, physically interacting with the vehicle, and having complex questions answered in person by an expert.
“This underscores the fact that consumers prefer dealing with people rather than bots,” Cohen added.
“They value the ability to engage, negotiate, and physically experience the product. These are sensory and emotional requirements that a screen simply cannot replicate.”
NADA added that while the Deloitte study showed consumers appreciating the ability to complete part of the process virtually, it ranked lower on buyer priorities than the physical experience.
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