In today’s tech-heavy society, car buyers are demanding more ‘things’ in their cars than ever before and the monster mass production Chinese machine is providing just that – more tech features at more affordable prices giving car owners a whole new set of boasting rights around the braai.
While safety considerations have shifted noticeably among local vehicle purchasers and what was once a secondary concern has become a primary factor in decision-making, moving beyond essential features to incorporate technology designed to avoid accidents, current crash stats do not exactly point at them using these features properly.
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Still, Marinus Venter, Country General Manager at Jameel Motors SA, says today’s customers are more knowledgeable. “There’s a greater awareness of international safety benchmarks,” Venter observes. “People have access to information and expect similar levels of protection in vehicles available here.”
This change in attitude is apparent with first-time buyers and families, who are now examining advanced driver-assistance systems (ADAS) with a level of detail previously applied to engine performance or fuel efficiency.
Features such as collision warnings, lane-keeping assist, blind-spot monitoring, adaptive cruise control, and 360-degree cameras were once reserved for luxury models. This is no longer the case.
“Technology that was considered a luxury has become part of the standard driving conversation,” says Venter. “There is a clear demand for a sense of security, beyond simply having a checklist of items.”
Buyers are now assessing vehicles based on an integrated safety package. Manufacturers that provide extensive ADAS systems in mainstream vehicle categories are seeing a positive response from the market. This aligns with a wider expectation significant safety innovation should be accessible across price ranges.
The function of these intelligent systems extends beyond hardware. It relates to providing drivers with increased awareness and support in varied situations.
“These systems are designed to assist with human error, not replace the driver,” says Venter. “They can lessen driver tiredness and improve overall awareness on the road.”
Given the mix of driving environments in South Africa—from crowded city streets and poorly lit rural roads to highways with heavy freight traffic—such technology has practical relevance. Systems like automatic emergency braking and fatigue alerts address specific factors noted in local road safety data.
Brands that integrate safety as a standard offering are likely to build stronger customer loyalty. “Buyers respond positively to a clear and consistent focus on safety,” Venter adds. “When advanced technology is made available at more accessible price points, it resonates.”
This is influencing market dynamics, with some brands gaining attention for including comprehensive airbag systems, electronic stability control, and multi-function ADAS in vehicle segments where these are often optional. This approach suggests a move toward broader inclusion of safety technology.
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As these systems become more common and refined, they are set to influence broader aspects of driving, from insurance assessments to everyday motoring habits.
“We are moving into a phase where proactive safety is a fundamental expectation,” Venter concludes. “The industry has a role to play in making sure these technologies are not only present but are dependable and practical for South African drivers.”
How the local automotive sector responds to this shift is expected to influence both commercial success and the ongoing safety landscape on the country’s roads.
Colin Windell for Colin-on-Cars in association with
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