WeBuyCars holds off on new vehicle sales despite market growth

In South Africa, new car sales are surging at levels not seen in years. Yet WeBuyCars, the Johannesburg-listed used car buyer and seller, has decided to stay focused on its core business rather than moving into new car sales. The decision comes even as global manufacturers have expressed interest in partnerships and demand for affordable models grows.

Rikus Blomerus, the company’s chief marketing officer, explained the reasoning with both caution and confidence. “Selling new cars is simply not our priority,” he said. “We still have room to improve our systems, execution, and customer experience in the used vehicle market. Only after that could we consider new car sales.” His comments follow earlier reports that original equipment manufacturers had approached WeBuyCars about distributing new vehicles, a sign of the company’s rising influence in the market.

WeBuyCars avoids complex new segment

Blomerus emphasized the numbers behind the decision. He estimates only 20 to 25 percent of customers who sell cars to WeBuyCars go on to purchase their next vehicle on the platform, while about 30 percent buy brand-new vehicles elsewhere. While that gap may appear tempting, he said it is not enough to justify entering a segment with very different operational dynamics.

The backdrop to this strategy is a recovering new car market. South Africa’s auto sector has fully rebounded from the pandemic slump. Total new vehicle sales in 2025 rose 15.7 percent to 596,818 units, including a 20.1 percent increase in passenger car sales to 422,292 units and a 7.8 percent rise in light commercial vehicles to 143,637 units. According to the National Association of Automobile Manufacturers of South Africa, lower borrowing costs, economic improvements, and an influx of affordable imports, from Chinese manufacturers, helped drive the recovery.

New car growth fuels used market

Blomerus noted that the growth in new car sales ultimately benefits the used market. Strong sales today often mean more vehicles will enter the second-hand market in coming years, expanding supply. Lenders like WesBank have also highlighted the connection: nearly half of all pre-owned purchases are now financed, with an average transaction value of R396,000 (about $21,600). The flow of trade-ins helps stabilize prices and keeps inventory moving.

Yet supply remains limited in key segments, as consumers are holding cars longer—between six and eight years on average. The growing presence of Chinese and Indian brands is also reshaping buying patterns. Lower-cost vehicles are appealing to budget-conscious buyers, while premium European brands continue to attract loyal customers in higher price brackets. Blomerus noted that even with affordability, buyers are mindful of fuel efficiency, road performance, and total cost of ownership, not just monthly payments.

As these vehicles enter the used market, they open opportunities for buyers seeking more economical options. For WeBuyCars, this trend represents expansion within the used market rather than competition. The company remains focused on strengthening its operations and deepening its presence in the segment it knows best. In an industry often driven by growth and diversification, its deliberate choice to pause on new car sales signals a strategic, patient approach, rather than a missed opportunity.