With just a million new vehicles sold every year in Africa, half of which are sold in South Africa alone, the continent is one of the world’s smallest regional auto markets. However, even relatively small markets are becoming increasingly important to China’s auto majors now that they’re facing stiff import duties in the U.S., Canada, Europe, and elsewhere.
Selling cars in Africa, though, isn’t easy given the market’s enormous diversity. Car buyers in Ghana are very different from those in South Africa, Morocco, and Mozambique, for example.
