Johannesburg, August 22, 2025 – Today sees the launch of AutoTrader data that reiterates South Africa is akin to a movie, based on the snacks, chats, rock n’ roll, and even childbirth our customers have experienced in their cars in the past month.
Mzansi ranks as one of the highest countries in the world in terms of average time spent in a car. According to a recent News24 article, the average South African spends 16 days commuting to and from work per year.
George Mienie, CEO at AutoTrader, says, ‘We surveyed 3,500 South Africans to determine new insights into the activities that our customers participate in to keep themselves occupied when they are behind the wheel.’
The results were nothing short of fascinating. 48.4 per cent used the time to have a deep, meaningful conversation with themselves. 27 per cent cheated on a loved one with a sneaky snack, compared to the 8 per cent who indulged in a not suitable for work (NSFW) kind of snack, and 34 per cent lived out a popstar fantasy by belting out their favourite tunes.
Only four per cent trusted their amateur make-up artistry on the move, while 47 people or 1.3 per cent of respondents, were forced to give birth en route to a hospital.
Mienie says, ‘Our cars are our quintessential ‘Happy Place’. This insight, and human truth, coupled with the research data, inspired our latest campaign and series of ads. The first ad has attracted over nine million views and 32,000 engagements on social media alone thus far: https://www.youtube.com/watch?v=bIvkoP7CkmQ
He adds, ‘The second went live this past weekend, prior to the start of our national team’s defence of the Rugby Championship.
Spoiler: We’ll be releasing a social post soon on how to build your own bakkuzzi for the Summer season ahead. Enjoy the ad here: https://www.youtube.com/watch?v=7qK-puLwxw4
Angelique Lynch, Marketing Director of AutoTrader, concludes, ‘Whether you’re snacking, pouting to apply your make-up, or rocking out in your car, search for your Happy Place on AutoTrader. ‘
Video: Snacks, Chats and Rock n’ Roll! AutoTrader Unveils What Really Drives South Africa
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