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South Africa’s competitive SUV market has a new player making waves: the JAECOO J7. Launched just four months ago, this urban off-road SUV has quickly captured the attention of South African drivers, pushing the brand into the spotlight with impressive sales figures for July 2024. Despite its recent debut in April 2024, the JAECOO J7 has already established itself as a strong contender, offering a blend of modern design and rugged capability, all starting at an accessible price point of R549,900. This combination has clearly resonated with consumers, propelling JAECOO to the 26th spot among 54 automotive brands reporting new-vehicle sales, according to the latest figures from naamsa, the industry’s representative body. This achievement is particularly noteworthy as JAECOO currently offers only three versions of the J7. Yet, it has outperformed several long-established brands with much larger model ranges. The anticipation builds further with the upcoming introduction of the J7 plug-in hybrid electric vehicle (PHEV) and the flagship J8, both set to strengthen JAECOO’s position in the market. In a broader context, South Africa’s new-vehicle market saw a 1.5% year-on-year increase in July 2024, with 44,229 units sold. The JAECOO J7 contributed significantly to the growth in the passenger-vehicle segment, which reported a 6.8% rise, totaling 29,934 units. Unlike many competitors, who leaned on sales to the vehicle-rental sector, JAECOO’s J7 achieved its numbers purely through dealer sales, highlighting strong demand from private buyers. Shannon Gahagan, National Brand and Marketing Manager for OMODA & JAECOO South Africa, reflected on this early success: “South Africa was the first right-hand-drive market worldwide to receive the JAECOO J7, and the first in Africa. The rapid adoption of our vehicles here is a testament to the trust we placed in this market. We’re excited to continue this journey and expand our offerings.” As the JAECOO brand continues its upward trajectory, all eyes are on the forthcoming models that promise to add even more momentum to this rising star in the automotive world.