Johannesburg — Q&A with George Mienie, CEO of AutoTrader SA: Driving Change, Transparency, and the EV Shift in South Africa
One of the most influential executives in Southern Africa, George Mienie, the dynamic CEO of AutoTrader South Africa, discusses the evolution of the automotive market, the rise of electric vehicles (EVs), and the future of buying and selling cars online.
Mienie reflects on two decades of industry change — from print to digital, combustion to electric — and how AutoTrader is shaping a more transparent future for motorists.
READ: Volvo C40 Recharge: the sleek electric SUV driving the future of cars
Q: How has AutoTrader evolved from print to digital, and what challenges came with that shift?
MIENIE: It’s been a long journey — I’ve been part of it for over 22 years. The move wasn’t dramatic; it came through constant, incremental improvements. Each change built more trust and transparency for consumers. We’ve always asked: how can we provide people with more accurate information about cars, pricing, and sellers? That’s what’s driven our evolution.
Q: What trends are shaping buyer behaviour in the used car market?
MIENIE: Buyers today are far more informed. They expect transparency, especially on pricing. They want to know if a deal is fair and how the car will depreciate. Thanks to our massive dataset, we can offer those insights in real-time. Trust also matters more than ever. That’s why we introduced dealer ratings and reviews: to hold sellers accountable and reward the good ones.
Q: How has the perception of Chinese-made cars changed?
MIENIE: Chinese cars have made significant strides in the eyes of South African consumers. A few years ago, there was still scepticism about build quality and long-term reliability, but that’s changing fast.
Brands like Haval and Chery are leading the charge, producing vehicles that are well-specced, stylish, and competitively priced. I’ve observed how buyers are reacting — the value-for-money equation is resonating. If these cars were only 80% as good as they are at 80% of the price, they wouldn’t be selling as well as they are. The fact that they’re moving serious volumes shows that people are trusting the product more than ever before.
RELATED: Chinese brands making their mark in SA
Q: Is South Africa ready for a second-hand EV market?
MIENIE: We’re getting there. The BMW i3, for instance, has held value surprisingly well after initial depreciation. But the market lacks affordable EVs. Most are priced over R500,000 — out of reach for many. Once we see EVs in the price range of a Suzuki Swift, the second-hand market is expected to take off. Brands like BYD or Chery might unlock that.
Q: What’s holding back EV adoption — price, infrastructure, or something else?
MIENIE: All of the above. EVs are only cheap to run if you can charge at home. I saved thousands charging my Jaguar I-PACE at ±R2–R3 per kWh. But public charging can triple that cost, making it no cheaper than petrol. Most South Africans don’t have garages or plug points at home, especially in complexes. Without affordable, accessible infrastructure, the value proposition falls apart.
Q: How is AutoTrader educating consumers about EVs?
MIENIE: We’ve taken that responsibility seriously. We conduct annual EV surveys and publish detailed reports, all of which are freely available. When we lack data, we ask both the public and the industry. Our goal is to lead the conversation and debunk myths around range anxiety, charging, and cost.
Q: What will it take for EVs to go mainstream here?
MIENIE: Price is the tipping point. If an EV is priced like a Suzuki Swift, everything changes — even with current infrastructure limitations. The lower service and running costs make EVs attractive overall. Until then, the market will remain niche, limited to wealthier buyers with access to home charging.
Q: Are there any standout cars that balance tech, efficiency, and price?
MIENIE: The Toyota Corolla Cross Hybrid is a great example. It’s affordable and offers the benefits of electrification without needing charging stations. Hybrids are a strong stepping stone for many consumers before they fully commit to EVs.
ALSO READ: The made in Durban Toyota Corolla Cross GR Sport is the new “Peoples’ Car”
Q: What’s next for AutoTrader?
MIENIE: We’re constantly evolving, with a focus on increasing trust and transparency. That means better vehicle histories, verified dealer reviews, and live pricing data. On the B2B side, we help dealers make smarter stock and pricing decisions. Long-term, we aim to let buyers do everything online — even test drives and delivery could eventually come to them.
Q: What’s the biggest lesson you’ve learned as a leader?
MIENIE: This might surprise you, but I don’t believe in the advice that tells people to “follow your passion.”
In my view, the better advice is:
“Find what you’re good at, become the best at it, even if you don’t love it — then use that to gain financial freedom, and then follow your passion.”
Passion doesn’t pay the bills. Skill and excellence do. Once you’ve got that foundation, the freedom to pursue passion becomes a reality.
This article is exclusively written for NOWinSA by motoring contributing writer Prashirwin Naidu. © Higher Education Media.
