The Chinese bakkie brand that doubled its sales in South Africa in just a year

Foton recorded 3,226 vehicle sales in the first seven months of 2026, which, compared with 1,668 units during the same period in 2025, represents year-on-year growth of 93.4%.

The Chinese bakkie brand said this performance highlights that Chinese automotive brands are becoming increasingly established within the South African market.

According to Gregory Snodgrass, National Sales Manager of Foton South Africa, it also represents an important shift in how South Africans evaluate vehicles.

“The South African customer has always been discerning, but we’re seeing buyers become increasingly informed and deliberate about where they spend their money,” he said.

Snodgrass said that buyers are starting to compare more than just different brands, and instead looking at whether they get what they pay for.

“They’re looking closely at what they receive for their investment, what a vehicle will cost to operate, whether there is proper aftersales support behind it and, particularly in the commercial market, whether that vehicle can genuinely contribute to the productivity of their business,” he said.

The Chinese brand recorded 1,426 Truckmate sales so far this year, compared to the 97 units over the same period in 2025.

Its Tunland range has collectively recorded 1,454 sales year-to-date, comprising 848 double-cab and 606 single-cab sales.

During the first seven months of 2025, only 1,305 Tunland units across the same segments left showroom floors.

The Foton Miler recorded 207 sales year-to-date, up 22.5% from 169 units sold during the corresponding period last year.

The Above One-Ton Single Cab category is where Foton has shown particularly good growth, improving from 656 units sold in the first seven months of 2025 to 2,035 units in the same period in 2026.

According to Snodgrass, these figures are not simply significant because of the volumes involved, but also because they reflect changing expectations among South African vehicle buyers.

He said that value is no longer simply about the purchase price, since customers are asking better questions.

“They want to know what a vehicle will cost them over time, whether parts are available, where it can be serviced, what warranty protection they have and whether the manufacturer is genuinely committed to supporting them after the sale,” he said.

Chinese bakkies shifting South African perspectives

Foton explained that the increasing presence of Chinese automotive manufacturers in South Africa is changing the competitive landscape.

“A few years ago, much of the conversation around Chinese automotive brands centred on where the vehicles came from. Today, we’re increasingly seeing customers judge them on what they actually deliver,” said Snodgrass.

“That is an important shift, but it also places responsibility on newer brands. A competitive price or a strong specification may get a customer through the showroom door. Long-term credibility is built through the experience that follows.”

After Foton returned to the South African market in 2024, it has focused on building the infrastructure needed to establish a sustainable local presence.

Since then, it has surpassed 7,000 vehicles sold in South Africa within approximately 24 months and established a national footprint of 65 dealerships and expanding parts and aftersales infrastructure.

Snodgrass noted that Foton believes that being part of a growing market automatically guarantees long-term success.

He added that South African customers will ultimately decide which brands earn their place in our market.

“South African customers are allowing newer brands to prove themselves, and the responsibility sits with us to justify that confidence,” said Snodgrass.

“For Foton, that means remaining focused on the fundamentals: the right products, competitive value, working hard at aftersales support, ensuring parts availability, strengthening our dealer network and continuing to invest in South Africa.”