Definition

What is Cars.co.za?

Cars.co.za is South Africa’s premium automotive marketplace and the country’s most trusted source of motoring news and reviews. Founded in Johannesburg in 2009, it brings together the biggest selection of cars for sale, expert editorial, and the largest motoring social following in the country.

Where other classifieds stop at listings, Cars.co.za pairs them with independent journalism: road tests, comparisons, buyer’s guides and daily industry news written by some of the best automotive journalists in the world. Buyers get advice they can act on, right next to the cars they are considering.

That standard runs through the whole platform. Accurate listings, fast and intuitive search, and dealer tools built for genuine, high-intent leads rather than noise — a quality experience is the product, not a feature of it.

Quick facts

Founded: 2009, Johannesburg

HQ: Bedfordview, Gauteng

Locations: Gauteng, Western Cape & KZN

Team: 70+ employees

Category: Automotive marketplace & motoring media

Editorial: Independent news, reviews & road tests

Sister brand: SentiMETAL (Cars & Coffee gatherings, video, store)

Phone: +27 11 450 2450

Our story

How did Cars.co.za grow from start-up to market leader?

Cars.co.za grew from a Johannesburg start-up founded in 2009 into South Africa’s automotive authority by investing early in search and technology, then backing it with editorial credible enough to earn the audience’s trust.

Online search became central to how South Africans buy cars. Cars.co.za adopted technology early in a conservative retail market, and paired it with journalism that treats readers as buyers making a serious decision. Reviews, comparisons and news built an audience that keeps coming back long before it needs a car.

That authority is now the foundation of the business. Buyers research here, dealers advertise here, and the wider motor industry treats Cars.co.za as a reference point for what South Africans are driving and buying.

Keen to learn more? Watch our brand story and more interviews below:

Cars.co.za video interview thumbnail Watch on YouTube Good Things Guy interview thumbnail Good Things Guy TechCentral Ross McIlroy interview thumbnail TechCentral interview

Editorial

Who writes Cars.co.za’s news and reviews?

Cars.co.za’s editorial team includes some of the best automotive journalists in the world — writers, presenters and road testers whose reviews, comparisons and news set the standard for motoring coverage in South Africa.

Every car is tested on local roads, in local conditions, at the prices South Africans actually pay. Verdicts are written for the person buying the car, not the brand selling it — editorial independence is the reason the audience trusts the recommendation, and the reason dealers benefit from better informed buyers.

The same team is behind the Cars.co.za Consumer Awards, the brand’s video reviews, and daily coverage of the models, pricing and industry moves that shape the local market.

What we publish

• Independent road tests and long-term reviews

• Model comparisons and buyer’s guides

• Daily new-model, pricing and industry news

• Video reviews and features for a national audience

• The Cars.co.za Consumer Awards

Culture

Bold. Ambitious. Passionate.

Cars.co.za’s culture shows up at awards nights, road trips, and everyday office life — a bold, ambitious team that cares as much about cars and South Africa as it does about getting the details right.

Cars.co.za awards night
Ross McIlroy skating the Cars Awards ramp at Kyalami
Cars.co.za team at an event
The Journey Mozambique road trip
Consumer Cars Awards
Cars.co.za celebrity guests
Cars Awards 2020 black carpet
Consumer Cars Awards stage
Cars.co.za team moment

Values

What are Cars.co.za’s company values?

Cars.co.za’s eight core values are honesty, startup culture, ambition, innovation, hard work, teamwork, ownership, and community. They guide how the team makes decisions, ships product, and invests in South African communities.

  1. Honesty

    We are honest with ourselves, our team, and our customers. Difficult decisions are made without compromising integrity.

  2. Startup culture

    We move quickly, stay quirky, and keep dreaming — fighting bureaucracy to protect a start-up spirit.

  3. Ambition

    We set ridiculously ambitious goals and are not afraid of huge challenges.

  4. Innovation

    We look for daily opportunities to innovate, challenge the status quo, and stay progressive.

  5. Hard work

    There is no substitute for hard work. We get things done and put in the effort required.

  6. Teamwork

    We trust our peers, take responsibility for ourselves, and celebrate wins together.

  7. Ownership

    We own our targets, actions, and shortfalls — and take initiative without excuses.

  8. Community

    As a proudly South African business, we aim to positively impact local communities, the country, and the environment.

Technology

Why is Cars.co.za a tech company first?

Cars.co.za is a tech company first: search, product and automation are the core of how South Africans discover and buy vehicles — not add-ons to a traditional classifieds model.

The product team is hyper-focused on the quality of the experience. Listings are accurate and well presented, search is fast and built around how South Africans actually shop, and every release is judged on whether it makes the next car easier to find.

Dealers get the same attention: tools, insight and leads from buyers who are ready to act, backed by a platform that keeps investing in the technology behind vehicle retail.

What buyers and dealers get

• The country’s biggest selection of new and used cars

• Search and discovery built for local buying behaviour

• Expert reviews and news alongside every listing

• Qualified, high-intent leads for dealers nationwide

• Motoring editorial and social reach at national scale

SentiMETAL

Cars.co.za ❤ cars

Cars.co.za loves the South African motor industry. The team keeps a collection of uniquely South African icons and runs SentiMETAL — Cars & Coffee gatherings, video content, and an automotive-themed store — for passionate car lovers.

Classic performance car in the Cars.co.za collection
Cars.co.za car collection
South African motoring moment
SentiMETAL gathering atmosphere
SentiMETAL Cars and Coffee gathering
Cars.co.za collection detail
Car detail from the collection
BMW at a Cars.co.za event
Motoring photography from Cars.co.za

Places

Where are Cars.co.za’s offices?

Cars.co.za’s head office is in Bedfordview, Johannesburg. The company employs 70+ people across Gauteng, Western Cape and KZN.

Gauteng (HQ)

Bedfordview head office — a youthful, creative workspace with an in-house barista and EV charging installed from 2020 as the company prepares for the future of mobility.

Western Cape

Cape Town presence supporting creative, content, and other teams across the Mother City.

KZN

Team members based in KwaZulu-Natal as part of Cars.co.za’s growing national footprint.

Cars.co.za office home
Cars.co.za Bedfordview office
Office life at Cars.co.za
Cars.co.za workspace
Team in the Cars.co.za office
Cars.co.za office interior

Impact

How does Cars.co.za give back?

Cars.co.za commits at least 1% of its annual turnover to “Do Good” eco and social projects, and encourages staff to contribute actively in their communities.

The company believes it is positioned to leave South Africa — and the planet — better for future generations. That belief sits alongside day-to-day product work: empowering consumers and raising the standard of the local motor industry.

Cars.co.za community and environmental project
Do Good community activity
Cars.co.za team volunteering
Community outreach with Cars.co.za
Eco and social endeavour
Staff contributing in community
Do Good project moment
Cars.co.za community event
Cars Summer Splash community event

FAQ

Cars.co.za — frequently asked questions

Straight answers about who Cars.co.za is, what it does, and how to engage with the brand.

What is Cars.co.za?

Cars.co.za is South Africa’s premium automotive marketplace and motoring media authority. Founded in Johannesburg in 2009, it combines the country’s biggest car classifieds with expert news, reviews and road tests, connecting buyers with dealers and private sellers.

When was Cars.co.za founded?

Cars.co.za was founded in Johannesburg, South Africa, in 2009 as a bootstrapped start-up and has grown into the country’s most authoritative automotive platform.

Where is Cars.co.za based?

Head office is in Bedfordview, Johannesburg, with 70+ employees across Gauteng, Western Cape and KZN.

What does Cars.co.za do for car buyers?

It helps South Africans find, compare, and buy vehicles online — with more listings and greater reach than competing local motoring classifieds brands, plus independent reviews and news that make the decision easier.

Does Cars.co.za publish car reviews and news?

Yes. The editorial team includes some of the best automotive journalists in the world, publishing independent road tests, model comparisons, buyer’s guides, video reviews and daily motoring news for South African car buyers.

Why do dealers advertise on Cars.co.za?

For national reach, a high-intent audience, and a platform built around quality. Trusted editorial sits alongside listings, so buyers arrive better informed and dealers receive more qualified leads.

What is SentiMETAL?

SentiMETAL is Cars.co.za’s brand for passionate car lovers. It hosts Cars & Coffee–themed Gatherings, produces video content, and runs an online store with automotive-themed products.

How can I join the Cars.co.za team?

Apply through the careers form linked below. Cars.co.za employs 70+ people across Gauteng, Western Cape and KZN — from engineers and product designers to motoring journalists — and looks for people who share its ambitious, quality-obsessed culture.

Careers

Want to join Cars.co.za?

Engineers, product designers, motoring journalists and commercial specialists — Cars.co.za keeps a start-up culture with the flexibility to chase professional goals across Gauteng, Western Cape and KZN.

Get in touch Visit Cars.co.za