Chinese automakers unveiled a series of electric, hybrid and pickup models at South Africa’s biggest auto show, seeking to win buyers in a market where Toyota, Ford and Isuzu have long dominated the pickup segment. The new models also show how Chinese manufacturers are expanding their presence as demand for electrified vehicles grows.

Changan and its South African partner, Jameel Motors South Africa, introduced the Deepal S05 range-extended electric vehicle, which uses a small gasoline engine to recharge its battery while driving, as well as the Changan Uni-S hybrid SUV. Dongfeng distributor E Auto Motor launched the Forthing Friday range-extended crossover and Friday battery-electric vehicle, while also introducing Chinese brand Kaiyi.

BAIC targets South Africa with ARCFOX

Beijing Automotive Industry Holding Co., or BAIC, used the annual WesBank Festival of Motoring to introduce its premium new-energy vehicle brand ARCFOX. Its first model, the T1 compact electric SUV, is scheduled to launch in October. The companies are pitching their vehicles to a broad group of South African consumers, from buyers focused on price to those looking for higher-end models.

Chinese automakers are also moving into South Africa’s pickup market, where established Japanese and US brands have held a strong position for years. LDV and Jiangling Motors Corp. expanded their pickup offerings with conventional fuel models, while Geely brought its all-electric Riddara pickup to the market and Chery added its own offering.

Chinese carmakers deepen South Africa push

The expansion comes as Chinese carmakers gain market share in South Africa by offering competitively priced vehicles and adding more models. Electric vehicles still make up a relatively small portion of overall sales, but Chinese manufacturers are giving consumers more choices across battery-electric, hybrid and range-extended vehicles.

E Auto Motor plans to add more Dongfeng brands to its South African business, including Voyah, MHero and Wuling, according to National Sales Manager JP Geldenhuys. “Between now and Q1 of 2027, our objective is to grow the South African portfolio to approximately 14 different vehicle models,” Geldenhuys said, up from three currently.

Other Chinese-owned brands are preparing for the same shift. Chery-owned LEPAS, which entered South Africa earlier this year with internal-combustion-engine models, said it plans to add battery-electric and plug-in hybrid vehicles.

“The future is new energy vehicles,” said Jay Jay Botes, general manager of LEPAS & Chery South Africa. Plug-in hybrid and battery-electric models have increased, and “we want to get the lion’s share of this market,” he said.

Omoda targets 40 percent new-energy sales

Omoda & Jaecoo, another Chery-owned brand, expects new-energy vehicles to account for 40 percent of its South African sales by the end of 2027, compared with 19 percent currently. The company expects internal-combustion-engine vehicles to fall to 60 percent from 81 percent.

BAIC also plans to broaden its new-energy vehicle range beyond the ARCFOX T1 and enter South Africa’s pickup market with additional models. For Chinese automakers, the strategy is increasingly clear: offer more vehicles, cover more price points and take on established brands in some of the country’s most competitive vehicle segments.