South Africa, May 15 -- You can picture it. Gleaming polished cars. Gleaming white floors. Gleaming crowned teeth. The car showroom remains a mainstay of popular culture and of our association with the idea of purchasing a vehicle. But how relevant is the physical showroom in today's increasingly digital-first world?

In the inaugural 2025 South African Automotive Industry Report by Rogerwilco and YOUKNOW Technologies, we highlighted that 92% of local consumers conduct online research before purchasing a car, consulting a range of sources including brand websites, search results, reviews and social media. Legacy manufacturers like Toyota, Suzuki and Volkswagen have leveraged this to great effect, consistently converting online engagement ...