Whether you’re looking for your next car, bakkie, van, family mover, or something more exotic, WeBuyCars wants to be the first name that comes to mind — and they’re pulling out all the stops to make that happen.
As one of South Africa’s largest and busiest vehicle marketplaces, the company draws 8.7 million website visits and 2.6 million unique users every month. But with an industry where most customers only change vehicles every three to five years, staying top-of-mind takes more than just good stock.
“Buying a car isn’t like picking up milk and bread,” says Rikus Blomerus, Chief Marketing Officer at WeBuyCars. “We want to make sure we’re the first brand people think of when they’re ready to make that change.”
The company has set an ambitious target: selling 23,000 vehicles per month by 2028.
WeBuyCars has successfully positioned itself as a tech-enabled automotive platform, blending a seamless digital experience with a powerful physical presence. With 18 vehicle supermarkets and over 100 buying pods across the country, the brand allows customers to shop online or in person with ease.
This transformation began with the memorable “click your next” campaign — a turning point that shifted perceptions of WeBuyCars from traditional dealership to digital disruptor.
“That’s when people started seeing us as a technology company,” says Blomerus. “Suddenly, the website wasn’t just a catalogue — it was where deals were happening.”
That shift is now supported by a refreshed brand identity, with a new logo, vibrant colours, and bold campaigns like “Rev-Jou-Jeep”, which combine mass-market appeal with clever, data-informed execution.
While digital advertising is at the core of their strategy, WeBuyCars remains committed to traditional media – including print, radio, TV, and billboards.
“In South Africa, old-school channels still sell cars,” Blomerus notes. “It’s about using every tool in the box, not just the flashy ones.”
The brand also takes a creative approach to data gathering. Buyers who visit homes to inspect vehicles are trained to observe and record the radio station playing in the seller’s car – a small but useful detail in building a better picture of what South Africans are engaging with.
At the centre of WeBuyCars’ physical strategy is its flagship showroom at The Dome in Johannesburg – a former concert venue turned mega-dealership, housing over 2,000 vehicles under one roof.
It’s also home to Africa’s largest indoor screen, which plays a critical role in brand visibility.
“It’s impossible to miss us, whether you’re driving past or walking in,” Blomerus says. “People entering The Dome are a marketer’s dream — they’re already in the buying mindset.”
While the local market remains the primary focus, WeBuyCars is benchmarking itself against global players — from vehicle platforms to fast-moving consumer goods (FMCG) brands known for mastering customer engagement.
“We may not have the biggest marketing budget in South Africa,” says Blomerus, “but we’ve built a brand that people recognise and trust.”
With millions of visitors, a growing physical footprint, and a razor-sharp marketing team, WeBuyCars is more than just a marketplace — it’s becoming South Africa’s vehicle-buying destination of choice.
And as the company drives toward its 2028 goals, one thing’s certain: they’re not just selling cars — they’re selling convenience, trust, and a name you’ll remember when it’s time to trade up.
Main Image: Tech Central
