Japanese vehicles dominate market

Japanese vehicle brands remain the most sold vehicles in Namibia in 2025 with 7 861 units sold since January.

According to the latest statistics by Simonis Storm Securities, this represents a 64.86% share of the automotive market, slightly above the 63% Japanese car sales recorded over the same period last year.

This comes after 848 Japanese vehicles were sold in October, securing 66.93% of monthly sales.

Of the Japanese vehicles, Toyota is the most dominant, supported by consistently strong demand for models such as the Hilux, Corolla Cross, and Fortuner.

“That said, Toyota’s monthly sales growth has begun to moderate, indicating that the market is nearing saturation and that growing competitive pressure particularly from rapidly ascending Chinese brands is starting to reshape buyer behaviour,” Simonis economist Almandro Jansen says.

He expects the arrival of new-generation models, including the ninth-generation Hilux in 2026 to re-energise demand and reset benchmarks within the bakkie segment.

Meanwhile, Chinese vehicles continue to make inroads with 153 units sold in October with 12% market share for the month and more than double the 5% share posted in October 2024.

“Haval remains the established leader with 336 units sold year to date (YTD), holding steady at around 4% of the market. Newer entrants are also gaining meaningful traction: Omoda (72 units YTD), Jetour (77 units YTD), and Jaecoo (16 units YTD) continue to attract customers through strong value offerings, contemporary SUV styling, and steadily improving dealer support,” Jansen says.

This is expected to continue after dealers confirmed that Jetour will introduce two additional models (the T1 and T2) into Namibia by the end of 2025.

“These developments point to a notable shift in consumer preferences; buyers are increasingly favouring vehicles that balance affordability with modern features and design,” the analyst says.

On the other hand, German brands experienced another month of subdued performance, delivering 128 units and achieving a 10.10% market share in October.

Volkswagen remains the primary contributor, with 1 022 units sold YTD and 85 units sold in October, followed by Mercedes-Benz at 26 units for the month and 230 units YTD.

“While German manufacturers continue to benefit from strong brand heritage, their reliance on rental and corporate fleet channels has grown as private customers become more sensitive to price and operating costs and increasingly consider more affordable Asian alternatives,” Jansen says.

American vehicle brand Ford sold 67 units in October.

“Japanese brands especially Toyota remain firmly ahead, but the gradual softening in monthly sales underscores that brand loyalty is no longer the sole determinant of market growth.

“At the same time, Chinese manufacturers are transitioning from emerging challengers to credible mainstream competitors, supported by rapid model introductions, attractive pricing, and expanding dealer networks,” Jansen says.

Overall, vehicle sales declined in October for the seventh consecutive month, with 1 267 units, a 2.8% contraction of the 1 303 units sold in September.

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