Will South Africans Embrace a R1-Million Chinese Double Cab?

GWM’s top-of-the-line P500 hybrid double cab challenges the pricing and technology limits for South African bakkie buyers. However, it raises the question: will it share the same fate as the Mercedes-Benz X-Class, which struggled to gain traction in the local market?

Over the past decade, several notable bakkies have entered the South African market, with some models crossing the R1-million price mark. Ford’s Ranger Raptor redefined high-speed off-road driving, while the Land Cruiser’s latest 70-Series showed that outdated technology could still command a premium price. However, the Mercedes-Benz X-Class served as a humbling lesson for the luxury brand, demonstrating that a prestigious badge alone isn’t enough to convince local buyers. The X-Class, which was South Africa’s first R1-million bakkie, proved to be a commercial flop.

Fast forward to today, where several R1-million double cab bakkies are available. But will South African bakkie buyers, known for their brand loyalty, be willing to pay such a premium for a Chinese double cab?

GWM has established itself as South Africa’s leading Chinese bakkie brand, having made significant strides in product development. Its P-Series, introduced in late 2020, was a game-changer, showing that Chinese bakkies could compete with established Japanese and American brands in terms of capability and driving experience—not just price.

The latest addition to GWM’s lineup, the P500, pushes the boundaries even further. The most luxurious and powerful version, the P500 2.0T HEV Ultra Luxury 4×4, is priced at R999,900. While this price technically falls just short of the R1-million mark, it still raises the question: will South Africans choose the P500 over a Toyota Hilux or Ford Ranger?

While the P500 is loaded with features, its hybrid powertrain and sheer size could pose challenges. South Africa is still heavily biased towards diesel engines, and the P500’s petrol-electric hybrid configuration may not appeal to traditional bakkie buyers. Moreover, its large dimensions could make it difficult to maneuver in urban areas.

Ultimately, purchasing a R1-million double cab is about more than just the initial price; it’s also about the cost of ownership, durability, and depreciation. Toyota’s Hilux, with its strong brand affinity and simple, reliable design, has proven to hold its value well. Whether the P500 can achieve similar success remains to be seen. We’ll have to monitor sales over the next few months to determine if South African bakkie buyers are ready to embrace a R1-million Chinese double cab.