The China Global South Project (CGSP) published on 12 December 2024 a Q & A titled "What It's Going to Take for Chinese Car Brands to Succeed in Africa" with CGSP China editor Han Zhen and Jimmy Ho, co-founder of Guangzhou-based automotive export service Autoworld.
Selling cars in Africa isn't easy given the small regional market and its enormous diversity. Car buyers in Ghana, for example, are very different from those in South Africa, Morocco, and Mozambique. Beyond consumer preferences, there are challenges ranging from different countries' import regulations, building sales/service networks, and sustaining a workforce that can promote the kind of long-term support for an auto brand to thrive in some of the world's most unpredictable markets. African consumers often value durability and practicality over other features.
