Women are reshaping South Africa’s used-car market – is the automotive industry keeping up?

As women now account for nearly four in ten financed vehicle purchases, Weelee’s Head of Marketing, Sam Ghisleni, is championing a more human, transparent approach to buying pre-owned cars.

For decades, South Africa's automotive industry has largely been built around assumptions of the traditional car buyer. But today's market tells a different story. Women are no longer influencing vehicle purchasing decisions - they are making them.

According to Lightstone Auto, women now account for 39% of all financed vehicle purchases in South Africa, up from just 32% a decade ago, while men's share has declined from 68% to 61%. Their buying preferences are also evolving. SUVs and crossovers continue to grow in popularity among female buyers, with safety, reliability, fuel efficiency and long-term value consistently outweighing performance or prestige. Toyota remains the most financed brand among women, followed by Volkswagen, while Suzuki continues to gain momentum.

The shift in customer expectations

The shift represents far more than changing buying habits. It signals a broader change in what customers expect from the vehicle purchasing experience itself.

"Women don't want a different car-buying journey because they're women - they want a better one because they're customers," says Sam Ghisleni, Head of Marketing at Weelee. "They've done their research before they arrive. They value transparency over negotiation, convenience over complexity and trust over pressure. That's ultimately what modern automotive retail should deliver for everyone."

In an industry that has historically been perceived as intimidating and transactional, particularly within the pre-owned market, brands that continue to rely on outdated sales approaches risk falling behind. Today's buyers expect clear information, honest pricing and a seamless experience across digital and physical touchpoints.

"The more digital the world becomes, the more human businesses need to be," says Ghisleni. "Technology has made information more accessible than ever, but it hasn't replaced the importance of trust. Marketing isn't simply about generating leads anymore; it's about reducing uncertainty and giving people confidence to make one of the biggest financial decisions of their lives."

A marketing philosophy centred on trust

With experience spanning FMCG, marketing agencies, property law and mobility, Ghisleni has built her marketing philosophy around combining commercial insight with human understanding. At Weelee, she leads a data-driven marketing strategy that uses customer insights, digital experience and storytelling to simplify what has traditionally been an overwhelming process for many South Africans.

She believes one of the biggest misconceptions within the automotive industry is that women represent a niche audience.

"They're not a niche market - they're one of the fastest-growing customer segments. Women often research more thoroughly, consider total cost of ownership more carefully and make highly pragmatic purchasing decisions. The brands that genuinely understand these behaviours won't just attract more female buyers; they'll create a better buying experience for everyone."

This shift is already influencing how forward-thinking automotive businesses approach customer experience. Rather than focusing solely on inventory and price, there is growing recognition that transparency, independent vehicle information, digital convenience and personalised support are becoming equally important differentiators.

At Weelee, this philosophy underpins every stage of the customer journey. From independently inspected, quality-checked vehicles and transparent condition reports to in-house finance & insurance solutions and a seamless online-to-showroom experience, the focus is on removing the uncertainty that has traditionally characterised the used-car market. The objective isn't simply to sell vehicles - it's to help customers buy with confidence.

Mobility, opportunity and Women's Month

As South Africa celebrates Women's Month and recognises the vital role women play in driving economic growth, Ghisleni believes mobility deserves greater recognition as an enabler of opportunity.

As women's purchasing power continues to grow, the question is no longer whether the automotive industry should adapt. The real question is which brands will evolve quickly enough to earn their trust.