Hyundai Automotive South Africa CEO Stanley Anderson has emphasized that while purchase price is important, it is not the only factor that will win over customers in the increasingly competitive South African car market. Speaking in Johannesburg on 29 September 2026, Anderson warned that the growing focus on price risks overlooking the importance of what happens after the sale. This is particularly relevant for private buyers and fleet operators evaluating new vehicles in a market with 67 competing brands.
Anderson, who joined Hyundai Automotive South Africa in 2001 and became CEO in July 2025, has seen the company sell over 800,000 vehicles in South Africa and build a national dealer footprint of approximately 100 outlets. During his tenure, he has held various roles, including Marketing Director and Sales and Operations Director. The market is undergoing a structural shift, with new entrants, particularly from China, expanding rapidly and putting pressure on established manufacturers.
According to Anderson, a lower purchase price can attract customers, but the ownership equation goes much further. Factors such as depreciation, parts availability, repair times, dealer coverage, and total cost of ownership all influence the value of a vehicle. This is especially important for fleet operators, who need to minimize downtime and ensure that their vehicles are back on the road quickly.
Hyundai has implemented systems to track and manage its aftersales and workshop turnaround. The company reports that 90% of accident-damaged vehicles are returned to the road within 30 days. Corporate customers' vehicles are tracked by VIN, and any unit that remains in a workshop for more than three days triggers intervention from the company's senior corporate team. This focus on efficiency and customer satisfaction is crucial in a crowded market.
Anderson's comments highlight the importance of infrastructure in the competitive car market. A vehicle that is sitting in a workshop is not generating value for a corporate customer, and downtime has a real business cost. By investing in its products, capabilities, and ownership experience, Hyundai aims to build on its existing infrastructure and customer base.
Hyundai currently ranks fourth in South Africa, and Anderson is targeting a move into the top three within three years. The company is working with its global parent on a three to four-year product pipeline, evaluating potential models against South African market demand, specifications, and pricing. This disciplined growth strategy aims to deliver more Hyundai vehicles to the local market.
With over 36 years of local automotive experience, Anderson describes the next phase as a focus on continued investment in products, capabilities, and the ownership experience. The plan points to more Hyundai vehicles on the local market, although no specific models have been named. Key factors in Hyundai's strategy include its focus on aftersales and downtime, its investment in infrastructure, and its aim to move into the top three in the South African market within three years.
Key points
- Hyundai's focus on factors beyond purchase price, such as aftersales and downtime, is crucial in the competitive South African car market.
- The company aims to move into the top three in the South African market within three years.
- Hyundai is investing in its products, capabilities, and ownership experience to build on its existing infrastructure and customer base.
