MyWheels
MyWheels is a South African pre-owned and demo vehicle marketplace powered by NMI, aggregating 1,560+ listings across 35+ dealer locations and 40+ brands for individual retail car buyers and sellers nationwide.
- Company typePrivate
- Founded-
- HeadquartersPretoria, South Africa
- Headcount11–50
- GTM typeB2C
- OfferingServices
What MyWheels does
MyWheels is a South African pre-owned vehicle marketplace and digital retail platform operated under the "Powered by NMI" (National Motor Group) banner. The platform aggregates inventory from 35+ physical NMI-affiliated dealership locations across South Africa, including Barons group (Audi, VW, Ford, Land Rover, Jaguar), Garden City Motors, Mercedes-Benz Umhlanga, and NMI-branded Toyota, Chery, GWM, Lexus, MG, and Omoda Jaecoo franchises. It exposes 1,560+ vehicle listings (964 pre-owned plus 596 demo units) spanning 40+ brands, ranging from entry-level vehicles at approximately R 109,899 to luxury models above R 5,000,000. The site supports online browsing with filters for make, model, year, mileage, price, fuel type, transmission, and dealership location, alongside a multi-step "Sell My Wheels" trade-in submission flow and an Affordability Calculator that estimates monthly installments from deposit, interest rate, finance term, and residual value inputs.
MyWheels firmographics
Firmographics- Name
- MyWheels
- Legal name
- MyWheels
- Website
- https://mywheels.co.za
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MyWheels is a South African pre-owned and demo vehicle marketplace powered by NMI, aggregating 1,560+ listings across 35+ dealer locations and 40+ brands for individual retail car buyers and sellers nationwide.
- Ownership category
- akta.pro rank
MyWheels industry classification
Industry- Product category
- Used Vehicle Dealership
- NAICS
- Other Motor Vehicle Dealers (4412)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)
Keywords
Where MyWheels is headquartered
LocationHeadquarters
- HQ city
- Pretoria
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
MyWheels business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Vehicle Sales - Pre-owned: Revenue generated from the sale of pre-owned (used) vehicles to individual consumers. One-time transaction model.
- Vehicle Sales - Demo: Revenue generated from the sale of demo vehicles (nearly new vehicles previously used as test drives by dealerships).
- Vehicle Sales - Luxury: Revenue from premium/luxury vehicle sales including Mercedes-Benz AMG models, Land Rover, and other high-end brands.
- Sell Your Car Service: Facilitates vehicle sales on behalf of individual sellers, collecting vehicles and matching them with buyers through the dealership network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level pre-owned vehicles |
| Unit Pricing | Pay-as-you-go | Mid-range pre-owned vehicles |
| Unit Pricing | Pay-as-you-go | Luxury and premium vehicles |
| Unit Pricing | Pay-as-you-go | Demo vehicles |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
MyWheels product offering
Product offeringCore offering
MyWheels is a South African multi-brand automotive dealership platform that sells pre-owned, demo, and luxury/executive vehicles through its online platform and network of 35+ physical dealerships. Powered by NMI (National Motor Group), it aggregates inventory from brands including Toyota, Volkswagen, Ford, Mercedes-Benz, BMW, Hyundai, and 30+ others, offering 1,560+ vehicle listings. The company also facilitates a 'Sell My Wheels' trade-in service that connects individual vehicle sellers with buyers through its dealer network.
Product overview
MyWheels is a South African digital automotive retail platform powered by NMI (National Motor Group), operating as a multi-brand vehicle dealership marketplace. The platform offers three core vehicle purchasing options: Pre-Owned Vehicles (used cars with verified histories), Demo Vehicles (low-mileage demonstration units), and Luxury/Executive Vehicles (premium and high-performance models). The service portfolio includes a Sell My Wheels trade-in program enabling customers to sell or exchange their vehicles, and an Affordability Calculator for financial planning. The platform aggregates inventory from multiple dealerships across South Africa including Barons, NMI Toyota, NMI Ford, NMI Chery, and others, providing a unified search and filter interface for vehicles from brands such as Toyota, Volkswagen, Ford, Mercedes-Benz, BMW, Hyundai, and numerous other manufacturers.
Differentiator
Problem solved
Functional benefit
Products and services
- Pre-Owned Vehicles A wide selection of certified pre-owned vehicles from multiple brands including Toyota, Volkswagen, Ford, Mercedes-Benz, Hyundai, BMW, and others, with detailed specifications, pricing, and mileage information. Targeted at individual consumers seeking quality-checked used vehicles.
- Demo Vehicles Demonstration vehicles available for purchase, typically low-mileage units that have been used for test drives and showroom purposes, offering near-new conditions at reduced prices compared to brand-new models. Targeted at individual consumers wanting nearly-new vehicles.
- Luxury/Executive Vehicles High-end pre-owned luxury vehicles including Mercedes-Benz AMG models, Range Rover, Porsche, and other premium brands, with prices ranging from R 500,000 to over R 5,000,000. Targeted at affluent buyers seeking prestigious automobiles.
- Sell My Wheels A vehicle trade-in and selling service allowing customers to list their current vehicles for sale to the dealership, featuring a multi-step online submission form with vehicle details, photos, and dealership selection. Targeted at individual vehicle owners wanting to sell or exchange their cars.
Companies that use MyWheels
Customer profileSegments2 records
Ideal customer profiles3 records
MyWheels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MyWheels partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NMI (National Motor Industry)coreNMI powers the MyWheels platform and represents the parent company behind this dealership network. NMI is a major automotive dealer group in South Africa operating multiple branded dealerships for Toyota, Ford, VW, Mercedes-Benz, and other manufacturers.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
MyWheels competitors and assessment
Company assessmentDirect peers
- AutoTrader South Africa: South Africa's largest online vehicle marketplace, directly comparable to MyWheels as a D2C listing and enquiry platform for new, used, and demo vehicles across multiple brands.
- Cars.co.za: Major SA automotive marketplace listing new and used vehicles from dealerships and private sellers; competes head-to-head with MyWheels for D2C search, comparison, and lead-generation traffic.
- WeBuyCars: One of South Africa's largest dedicated pre-owned vehicle retailers with a national footprint of superstores and online buying; directly comparable on used-car unit sales and trade-in services.
- Auto Pedigree: South African pre-owned vehicle dealer with multiple branches; comparable to MyWheels on used vehicle retail, financing facilitation, and trade-in intake.
Broad incumbents
- Motus Holdings: Largest automotive group in South Africa representing multiple OEMs with a dealership and aftermarket footprint; comparable as a broad automotive retailer that dwarfs MyWheels in scale and franchise diversity.
- Combined Motor Holdings (CMH): Listed South African motor group operating dealerships for major OEMs; comparable as a multi-franchise dealer group that operates pre-owned and new vehicle channels nationally.
- Imperial Group (automotive division): Large JSE-listed group with significant automotive dealership and mobility interests in SA; relevant broad incumbent for the multi-brand dealer and remarketing value chain MyWheels operates in.
Emerging players
- Surf4cars: South African online pre-owned car retailer with a smaller footprint; comparable as a newer online-first D2C used vehicle player experimenting with dealer-light sales models.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MyWheels social profiles
Digital presenceMyWheels financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyWheels leadership team
Management profileNumber of profiles
MyWheels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyWheels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MyWheels
What does MyWheels do?
MyWheels is a South African multi-brand automotive dealership platform that sells pre-owned, demo, and luxury/executive vehicles through its online platform and network of 35+ physical dealerships. Powered by NMI (National Motor Group), it aggregates inventory from brands including Toyota, Volkswagen, Ford, Mercedes-Benz, BMW, Hyundai, and 30+ others, offering 1,560+ vehicle listings. The company also facilitates a 'Sell My Wheels' trade-in service that connects individual vehicle sellers with buyers through its dealer network.
When was MyWheels founded?
MyWheels was founded in -1. It employs 11 to 50 people.
Where is MyWheels based?
MyWheels is headquartered in Pretoria, South Africa, in the Africa region.
How does MyWheels make money?
Four revenue lines are on record. Vehicle Sales - Pre-owned is the primary driver. The others are vehicle Sales - Demo, vehicle Sales - Luxury and sell Your Car Service.
Who are MyWheels's main competitors?
Direct peers on record are AutoTrader South Africa, Cars.co.za, WeBuyCars and Auto Pedigree. Broad incumbents are Motus Holdings, Combined Motor Holdings (CMH) and Imperial Group (automotive division). Surf4cars is listed as an emerging player.
Does MyWheels have an API?
No public API is recorded for MyWheels.
What industry is MyWheels in?
MyWheels's product category is Used Vehicle Dealership. Its primary akta.pro industry code is TLABAKAA, Wholesale Vehicle Auctions (Physical & Online). Its NAICS code is 4412 and its SIC code is 5500.