In Africa, the most trusted car brands are preferred because of their durability, reliability, and cost-efficiency. According to a recent SagaBrand survey, Toyota leads the list of the top 10 most trusted car brands on the continent, capturing an impressive 78% approval among consumers.
The SagaBrand report, which draws insights from consumer sentiment across multiple African markets, reflects deep-rooted preferences shaped by economic realities, infrastructure challenges, and evolving aspirations of the African middle class.
Here are the top 10 car brands Africans trust the most
1. Toyota (78%)
Long considered a staple on African roads, Toyota’s dominance is attributed to its unmatched reputation for longevity and affordability. From the Corolla to the Hilux, Toyota models are a trusted choice for individuals, SMEs, and even government agencies. The brand’s extensive service network and availability of spare parts have made it virtually irreplaceable in urban and rural settings alike.
Read also: Toyota stays ahead with over 10m vehicles sold globally in 2024
2. Mercedes-Benz (63%)
Mercedes-Benz’s high rating underscores a rising appetite for luxury and performance vehicles, especially among affluent urban professionals and political elites. Known for engineering precision and prestige, the brand continues to solidify its place not only as a carmaker but also as a status symbol.
Read also: Mercedes retains top spot on premium segment log
3. BMW (59%)
BMW’s appeal lies in its sporty design and innovative technology, resonating particularly with younger, aspirational demographics in major African cities. The brand’s sustained popularity reflects a shift towards lifestyle-oriented automotive purchases.
Read also: Ford, Mercedes Benz, BMW, others set to see lower sales as Baltimore bridge collapses
4. Dacia (48%)
Surprisingly, Renault’s subsidiary Dacia has carved a niche as a go-to affordable option for budget-conscious Africans. Known for offering practical, no-frills vehicles, Dacia’s performance in the ranking highlights a growing market for economically viable transportation alternatives.
5. Land Rover (45%)
With its off-road pedigree, Land Rover remains a favorite in regions with tough terrain. Whether it’s navigating the mountainous roads of East Africa or the rugged hinterlands of West Africa, Land Rover’s blend of durability and upscale appeal keeps it firmly in the top tier.
Read also: Jaguar Land Rover new seat optimises passengers comfort on long journeys
6. Volkswagen (44%)
Volkswagen has maintained a strong presence in Africa for decades, and its steady performance in the SagaBrand ranking is a testament to consistent brand trust. Models like the Polo Vivo and Golf continue to offer a balance between affordability and German engineering.
Read also: Volkswagen Remains A Beloved Brand In Africa
7. Ford (42%)
Ford’s inclusion reflects its strength in the pickup and SUV segments, especially in Southern Africa. With models like the Ranger gaining popularity, Ford’s image as a reliable, powerful option for both work and family use remains intact.
8. KIA (40%)
Korean automaker KIA has steadily increased its footprint on the continent, thanks to stylish designs, fuel efficiency, and competitive pricing. The brand’s modern appeal is particularly resonant with first-time buyers and younger families.
Read also: Kia’s new EV3 to enhance accessibility of electric mobility
9. Hyundai (39%)
Closely trailing KIA, Hyundai benefits from similar strengths in affordability and contemporary styling. Its investment in local assembly plants in countries like Nigeria and Ethiopia has also enhanced its accessibility and market penetration.
Read also: Locally assembled new Hyundai CRETA launched in Nigeria
10. Honda (39%)
Honda rounds out the top 10 with a strong showing in the motorcycle and sedan categories. Though quieter in marketing compared to some of its peers, Honda’s reputation for low maintenance costs and solid engineering continues to win over loyal customers.
