From The Editor’s Desk – February 2025

From today, the February 2025 issue of CAR Magazine will hit shelves around the country. Here is a preview of what to expect. 

February 2025

Looking for a new or used Toyota? Find it here with CARmag!

The subject of brand identity, or what makes a customer resonate with one particular automaker, has been pertinent long before “JaGuar” stole global headlines with its dramatic pivot away from what we’ve grown to know and appreciate about this proud British marque. Debated in our offices on several occasions over the past few months, one telling hypothetical exercise is to cover the badge on the bonnet of a vehicle and ask whether, without this key element, the package can still be identified as belonging to its maker. For example, the answer was no when we did this with the otherwise impressive Lotus Eletre.

Related: Did Red Bull Miss Out On Something By Signing Lawson?

This is why the Volkswagen Group is rethinking its strategy behind models like the ID.4 and ID.7. Both are impressive products that neatly align with the brand’s mandated all-electric future, yet neither offers the kind of charm or character that has resonated with thousands of loyal customers since the days of the original Beetle and Kombi. Expect the evolution of the ID.Buzz and the introduction of the forthcoming ID.2 packages to focus heavily on reconnecting with VW’s traditional audience.Tasman

Detailed in this issue, while the shape of the Tasman double-cab may confuse fans of Kia’s otherwise sophisticated modern design language, appreciating this Korean company’s little-known history of producing robust military vehicles – while undeniably attempting to stand out in the bakkie segment – helps with understanding the thinking behind this first attempt at a leisure-focused pick-up.

Related: Road Test: Aston Martin Vantage Coupé

On the subject of legacy and an established following, it’s been interesting to observe how previously unfamiliar Chinese brands, including Jetour, have been going about piquing the interest of a South African audience. Striking exterior designs and generous standard specification lists aside, one concern is how much under-the-skin substance and attention to long-term detail is included in broadly compelling asking prices and the influencer-based marketing campaigns for several of these products.

X70

Image: Peet Mocke

Whether or not Jaguar’s seeming disregard for its notably emotive past culminates in record-breaking sales once an actual vehicle breaks cover, it’s telling that the tried, tested and trusted Toyota brand continues to find favour with its established global audience. Even company insiders will admit products like the new Hilux and Fortuner cannot arrive soon enough, yet no matter which direction the styling of these two important vehicles takes, I feel confident they’ll be easily identifiable – and rock solid – even without their respective badging in place.

Likewise, no matter what colour we make our cover or logo, we’re committed to being easily identifiable as the authoritative South African automotive platform.

Find the full feature in the February 2025 issue of CAR Magazine.

Browse thousands of new and used vehicles here with CARmag!

The post From The Editor’s Desk – February 2025 appeared first on CAR Magazine.


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