South Africa, April 17 -- The report reveals a shift in how car buyers evaluate brands and make decisions. Consumer choices are increasingly being shaped earlier in the journey, often before any direct interaction with a dealership or brand. Search behaviour, social conversation and peer validation are no longer just awareness drivers, they are actively determining which brands make it into consideration.

"The battle in South Africa's automotive market is no longer just for market share, it's for mental availability at the moment of decision," says Mongezi Mtati, Senior Brand Strategist at Rogerwilco. "With 92% of car buyers completing their research online before visiting a dealership, search behaviour, social conversation and sales dat...