Fresh-faced urban off-road SUV brand JAECOO continues to find favour among South Africa’s discerning new-vehicle buyers, with the sophisticated new J7 growing its sales tally even further in July 2024.

Having launched as recently as April 2024, the J7 – a highly capable SUV with a modern yet classic design aesthetic but priced from just R549 900 – has taken the local market by storm. In July, local registrations of this sleekly styled urban off-road contender saw JAECOO climb to an impressive 26th position on the list of 54 automotive makes reporting new-vehicle sales figures to industry representative body Naamsa.

That meant JAECOO ranked well ahead of several legacy brands, each of which currently employs a significantly broader model range. It's a particularly spectacular feat considering JAECOO’s new-to-market portfolio at the moment comprises only the three-strong J7 line-up, with the J7 plug-in hybrid electric vehicle (PHEV) and the highly anticipated flagship J8 scheduled for introduction (with the J6 next on the list).

According to naamsa, South Africa’s domestic new-vehicle sales in July 2024 came in at 44 229 units, reflecting an encouraging 1.5% year-on-year increase. The JAECOO J7 was part of the passenger-vehicle segment that drove this growth last month, with registrations in this sector increasing 6.8% year on year to 29 934 units.

However, unlike many rivals that relied on sales to the vehicle-rental industry in July (a sector that accounted for a considerable 17.1% of new passenger-vehicle sales last month), every single one of JAECOO J7’s registrations came directly via the dealer channel, which is a strong indicator of private-buyer sentiment.

“The importance of South Africa to JAECOO’s global ambitions is clear from the fact that our country was the first right-hand-drive market in the world to receive the new J7 as well as the very first overall in Africa. Judging by JAECOO’s astounding start in South Africa, this confidence is extremely well-placed. We simply can’t wait to bring the next chapter in this growing success story,” said Shannon Gahagan, National Brand and Marketing Manager for OMODA & JAECOO South Africa.