ROADMAP 2025
A New Vision for Mazda
Images © MAZDA SOUTH AFRICA
Faced with mounting competition from Chinese brands, Mazda South Africa has unveiled its vision and an exciting roadmap for the new year. It reaffirms the brand’s commitment to the local market by remaining focused on delivering exceptional value and innovative, high-quality products.
Moving further upmarket, the Japanese brand is targeting the ever-evolving premium customer base, despite the complexities in the South African automotive industry. To do this, Mazda South Africa has strategically partnered with new suppliers, relocated to modern premises with extended leases, and collaborated with expert partners such as DSV to enhance efficiencies.
These operational changes and partnerships underscore the company’s commitment to growth and adaptability in the local market. Mazda’s bold marketing approach, anchored in its “Wonderrr Awaits” positioning, has earned global acclaim and a local Orchid award. This strategy, which places the consumer at the centre, has been recognised globally.
Deolinda da Costa, Head of Marketing and Communications, says Mazda South Africa is seeing positive momentum on social media, with high consumer engagement and brand appreciation, redefining the brand’s future. “This is just the beginning of more innovative and provocative work to come, which aligns with consumer insights and the exciting Mazda product line-up.”
Guided by the Japanese ethos of “Omotenashi” – thoughtful hospitality, Mazda is constantly enhancing its services. New tools, including a top-tier CRM system, aim to redefine after-market service, dedicated dealer support, and WhatsApp-based assistance, and are designed to simplify and elevate the Mazda ownership experience.
Hence, Mazda South Africa will introduce a Courtesy Vehicle Experience to ensure uninterrupted mobility for customers during vehicle servicing or repairs. The company’s five-year unlimited-kilometre warranty and service plan further reflect its commitment to providing peace of mind.
NEW MODEL ADDITIONS
This year’s exciting additions to the Mazda line-up include the CX-80, a premium seven-seater PHEV, the new CX-5 Next Generation, and the innovative Mazda 6 e and CX-60 PHEV. These new products, which reflect the brand’s global consistency and high-quality standards, are a testament to Mazda’s commitment to innovation and exceeding expectations.
In line with this, the Mazda dealer network is optimised and strategically strengthened to bring the brand closer to its target market. Mazda South Africa also enjoys strong global support, and with a clear roadmap for growth, the company is well-positioned to inspire trust and optimism among its customers, partners, and stakeholders.
VW TAYRON
Volkswagen’s SUV Newcomer
Image © VOLKSWAGEN
Volkswagen Group Africa is finalising plans to introduce the all-new Tayron SUV in South Africa later this year. Sharing its MQB Evo platform with the recently introduced third-generation Tiguan, the (optional) seven-seat Tayron effectively replaces the Tiguan Allspace and bridges the gap between the Tiguan and the flagship Touareg in Volkswagen’s modern SUV portfolio.
The Wolfsburg-assembled Tayron is 231 mm longer than the latest Tiguan, including a 115 mm stretch in its wheelbase length. This allows the vehicle to comfortably accommodate a third row of seating with 345 litres of packaging space remaining.
Complete with a family-familiar tailgate design with a light bar and 3D tail lamp clusters, the Tayron’s expanded profile is complemented by illuminated Volkswagen badges on the nose and the rear with 17” alloy wheels as the entry point wheel size. Standard LED headlamps can be upgraded to IQ. Light HD Matrix units.
The new sister car to the Tiguan shares its impressively appointed interior with its sibling. This includes ambient lighting with backlit decorative trim, the placement of the transmission controls onto the steering column to free up interior space, a multi-zone climate control system and a 12.9” touchscreen infotainment display. The brand’s new ArtActive Eco seats will be optional on Life models and standard fitment in R-Line trim.
Available assist systems include adaptive cruise control (ACC), a lane change system (Side Assist), a lane-keeping system (Lane Assist), an automatic emergency braking system including pedestrian and cyclist monitoring (Front Assist), Park Assist Plus, a rearview camera system, and the brand’s new exit warning system.
Overseas, the Tayron will soon be available with a total of seven drive systems, including mild hybrid drive (eTSI), two plug-in hybrid electric drives (eHybrid), two turbocharged petrol engines (TSI) and two turbocharged diesel engines (TDI). All drive systems are coupled to an automatic direct-shift gearbox (DSG), and even the entry-level 110 kW eTSI engine has a mild hybrid system with 48V technology).
Although not confirmed yet, the local models are expected to be available with the same drivetrains (including 4Motion) and specification levels as the Tiguan range. More details on prices and specification levels for South Africa will be revealed closer to the launch date.
UNBOXED
DONGFENG’S SMALL EV
Image © DONGFENG
Automotive giant Dongfeng Motor, now the second-largest Chinese motor company in terms of revenue, has officially entered the South African passenger car market by unboxing a small EV at a local launch event in Gauteng. Full retail activity is likely to commence soon.
Although Dongfeng (the name means “East Wind”) has been represented in the local heavy truck segment since 2002 and, until recently, in the LCV space with DFSK products, the recent announcement by the Wuhan-based state-owned corporation marks its first entry into the South African passenger-vehicle market.
Established late last year, E Auto Motor has been authorised as the general agent of the Dongfeng, Voyah, and Jiangling brands in South Africa. Dongfeng’s South African venture will begin with the Box, a fully electric compact hatchback.
The Box, known as the “Nammi 01” in China but rebadged for overseas distribution by Dongfeng’s Nammi EV division, measures 4,020 mm long, 1,810 mm wide, 1,570 mm high, and has a wheelbase of 2,660 mm—making it slightly smaller than the BYD Dolphin.
The five-seat hatchback is powered by a 42.3 kWh lithium iron phosphate battery pack coupled with a front-mounted electric motor that generates 70 kW and 160 Nm of torque. According to Dongfeng, the powertrain consumes 157 Wh/km and gives the small EV a range of about 430 km.
The Box’s acceleration from zero to 100 km/h is given as 12.5 seconds, and a top speed of 140 km/h is attainable. Pricing has not been confirmed yet, but it is expected to launch as one of the most affordable EVs on the market.
Besides the entry-level Box EV, Dongfeng plans to launch two other models in the country this year. Although the company has not divulged model details, the 007 seems to be on the cards to cater to the premium sedan segment. Overseas, the sleek sedan is available with several fully electric drivetrains with varying battery sizes and power outputs.
Other possible additions are the 008 – the larger SUV sibling of the 007 with similar drivetrain choices – and another SUV, internally referred to as the S32. More information and pricing on the Box and 007 are expected closer to their official launch dates later this year.
UPDATED AUDI A3
Sharpened Favourite
Image © AUDI SOUTH AFRICA
The Audi A3 Sportback and A3 Sedan head into 2025 with various cosmetic and convenience upgrades, including a sportier look, refreshed design elements and a rationalised range to make purchasing an A3 even more convenient and straightforward.
In addition, the standard equipment tally has been expanded, new materials have been applied for increased comfort, and a highly specified and eye-catchingly designed Black Edition derivative will again form part of the range.
A noticeably flatter and wider hexagonal, frameless Singleframe dominates the front end, and, in addition to sizeable angular side air intakes, a redesigned front spoiler makes the latest A3 appear lower. The headlight design is significantly thinner, and the 24-pixel elements of the digital daytime running lights (with two additionally selectable signatures) in the LED headlights are clearly visible to other road users.
The rear design is more distinctive, with a refreshed bumper and diffuser. The design elements are particularly effective with the standard-fitment S line exterior, partly inspired by the RS models and an expressive new exterior colour, District Green, further strengthens the sporty look.
The interior has also been sharpened with noticeable alterations, including the gear shifter design, air vents, decorative fabric inlays, and new interior lighting. Standard equipment has also been expanded: In addition to the three-spoke leather steering wheel with multifunction plus, the new A3 features an ambient light package plus, a comfort key, and a panoramic glass sunroof.
The centre console has been redesigned and given a new finish, and the inside door handles feature a new effect finish, too. Interior lighting adds accents to the doors and footwells, and contour lighting now runs around the centre console and the cup holders. An illuminated laser-cut fabric panel now lights up the front doors, and thirty ambient light colours are selectable via the MMI.
The large speakers for the new standard-fitment SONOS sound system are fitted to the lower part of the doors, and two decorative inlays made from textiles are also new: a fabric with a technical structure made from 100% recycled polyester, as well as the microfibre material Dinamica. This material, also used as seat cover, feels like suede but is made of recycled polyester.
Initially, the local A3 range will only offer the 1.4-litre 35 TFSI turbocharged petrol engine, which develops 110 kW and 250 Nm of torque and is coupled with an eight-speed tiptronic transmission. Later in 2025, the range will be expanded with sportier derivatives.
The A3 35 TFSI Sportback and Sedan are offered standard in S line trim, with 18” alloy wheels, LED lights with dynamic turn signals, convenience key,
lane departure warning, parking assist with parking aid plus, a panoramic sunroof, ambient lighting package plus, a sports steering wheel with a flat bottom, sports seats, the Audi virtual cockpit, and a 3D premium sound system.
The Black Edition, positioned above the S line, features darkened trim on the grille, rings, and side mirrors, as well as black alloy wheels and privacy glass. Like all Audi models, the A3 is sold with a standard five-year/100,000 km Audi Freeway Plan. Pricing for the range will be announced shortly.
Report by FERDI DE VOS
