Heroes to have-beens

Heroes to have-beens

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The year 1897 has gone down in history as one of the most remarkable years in automotive history. It marked the beginning of the automotive industry in SA when the first car, the Benz Velo, was introduced and presented to the public in Pretoria the same year. 

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It was an intriguing piece of art for its time. Firstly, it had a 1.0-litre engine with 1.1kW, which was later upgraded to 2.2kW, and secondly, it only had a top speed of 19km/h, a mere walking pace by today's standards. The automotive industry has since seen a tremendous evolution, with numerous brands entering the market. This shift has also brought about advanced technologies, improved safety features, and greater fuel efficiency, to name a few. 

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Yet not all brands have successfully transitioned, and many, especially in a South African context, have essentially faded into memory. Their legacy lives on, and by understanding what led to their market exit, we can appreciate their contributions and industry impact.

Cadillac

Despite its fame in key markets such as China, the United States, and Canada, Cadillac first entered the SA market in 2007 under General Motors (GM) to offer luxury vehicles. Many will recall the Cadillac CTS, which featured a 3.5-litre V6 engine producing 229kW and 374Nm. It was a whiff of fresh air for fanatics who desired an alternative to German brands. The brand faced significant challenges in adapting to the constantly changing market conditions, ultimately exiting the market in 2010—approximately seven years prior to GM, its parent company, leaving South Africa.

Chevrolet

It came as a shock in 2017 when Chevrolet announced that it would be pulling out of the South African market, despite having a long history dating back to 1926 when it first established operations in the country. Over its 90-year presence, it became a significant player in the local automotive market. Its contributions to the local manufacturer are what gave us iconic vehicles such as the Lumina SS, featuring a throaty 6.0-litre V8 engine available in ute and sedan body configurations. Additionally, the Chevy Ute remains a sought-after light-duty bakkie even today. 

Chrysler 

It was in the early 1960s when Chrysler entered the SA market, and it immediately established a strong presence with models like the Valiant, which was assembled locally, first in Cape Town and later in Silverton, Pretoria. The 300C, especially in its SRT version, captured the hearts of many enthusiasts with its bold design. The PT Cruiser, with its retro-inspired design, stood out on the roads and garnered a niche following. However, in 2013, Chrysler withdrew from the market following a decision that was part of a broader strategy by Fiat Chrysler Automobiles (FCA), now part of the Stellantis Group, to streamline operations and focus on more profitable markets. 

Dodge

Introduced to the South African market in the early 2000s, the Dodge marque immediately became a force to be reckoned with against rivals such as Volkswagen, Toyota, and Ford. Its Caliber, Journey, and Nitro models established the company in important segments, helping it rise to prominence as a manufacturer. Unfortunately, in 2017, the brand announced its withdrawal from the local market. This decision, similar to that of its counterpart Chrysler, was part of FCA’s strategy to simplify operations and prioritise more lucrative markets. On top of that, the discontinuation of Dodge's right-hand drive vehicles didn't help its local longevity.

Daihatsu 

Daihatsu is probably one of the few manufacturers out there with controversial design cues and one of the oldest surviving Japanese internal combustion engine makers. It had its fair share of sales in the local automotive market following its introduction in the early 2000s to compete against brands such as Toyota, Nissan, Suzuki, and Hyundai, to name a few. As tough as it may have been to compete, models such as the Sirion, Charade, and Terios solidified the brand in the market. Despite its efforts, Daihatsu pulled out in 2015 due to its plan to focus on more profitable markets outside of SA. 

Datsun

The Datsun brand has a complex history in SA, dating back to the 1960s when it started selling reliable and strong cars such as the Datsun 1200, 1600 SSS, and sporty 240Z. However, in the 1980s, the brand rebranded to Nissan, and the Datsun nameplate was phased out, only for it to make a comeback into SA in 2014. The brand reintroduced itself with the Datsun GO as part of its plan to revive it in emerging markets. Despite making efforts to thrive in the local market, Nissan, its parent company, announced that it would discontinue the Datsun brand globally as part of a restructuring plan to focus on core markets and models. As a side note, the Datsun Heritage Museum in Bothaville, Free State, stands as proof of the brand's lasting legacy in SA, showcasing a collection of classic Datsun and Nissan vehicles.

Geely 

Many other well-known Chinese brands have established themselves in South Africa since Geely's 2007 arrival, including Chery, GWM, BAIC, and, most recently, LDV and GAC. The brand made strides in the local automotive market with the introduction of models such as the LC, Emgrand EC7, and GC2, which were not only affordable but also offered a good balance of features. It quietly exited the market around 2014, and the decision was influenced by several factors, such as the challenging economic conditions and the competitive nature of the local automotive market. The good thing though is that there are signs of a comeback, with trademark applications for a number of sub-brands suggesting a possible return to the country. 

Hummer 

Known for building large and off-road capable SUVs such as the H2 and H3, the Hummer brand’s presence was relatively short-lived following its introduction in the mid-2000s under GM’s umbrella. However, everything changed in 2010 when GM revealed that the Hummer brand would be discontinued as part of its bankruptcy announcement. The brand exited the market in the same year. 

However, rumours started circulating in mid-2019 that GM was considering reviving the Hummer nameplate in 2021, as the market for off-road vehicles was reaching historic levels of sales globally. That said, with electrification taking the lead nowadays, GM revived the name, albeit as an EV. Currently, the new Hummer line is integrated into GM's GMC brand rather than existing as a standalone brand as it did previously. That said, the Hummer EV isn’t sold in SA, primarily due to its left-hand drive configuration, but there is a silver lining. Autogroup International, a company that specialises in converting American SUVs to right-hand drive, announced that it will be importing the Hummer EV to SA. Preliminary indications suggest each example would cost roughly R3.5 million. 

Saab

In the arena of automotive giants that were once monarchs, the Saab brand, introduced to SA in the early 2000s, stood out due to its commitment to safety—incorporating advanced safety systems, among other features. Its sedans were not just competing against sedans from BMW, Audi, and Mercedes-Benz models at that time; they wielded potent turbocharged engines for those who desired spirited driving. That, unfortunately, wasn’t enough, and the brand struggled to keep up with the competition, consequently hurting its sales. It exited the local market in 2010 as the entire brand became defunct.

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One way to look at it is that the industry is always changing to adapt to new market dynamics; just look at the brands that have left the local market. One positive is that some of these brands may make a comeback, albeit as electric vehicles. This possibility is reassuring given that it implies that these iconic nameplates will be around for some time still.

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