Auto Pedigree
Auto Pedigree is a South African used-vehicle retailer operating 60+ branches across all 9 provinces, selling approximately 3,000 quality-checked used cars annually alongside integrated finance, insurance, warranty, and roadside-assistance services to individual consumers and SMBs.
- Company typePrivate
- Founded1981
- HeadquartersGauteng, South Africa
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Auto Pedigree does
Auto Pedigree is a South African used-vehicle retailer founded in 1981 that has built a nationwide network of over 60 company-owned branches across all nine provinces, supported by 13 RMI- and MIWA-accredited service centres. The core offering is a curated standing inventory of approximately 3,000 late-model, low-mileage used vehicles across hatchbacks, sedans, SUVs, crossovers, bakkies, and minibuses, with major brand exposure to Toyota, Suzuki, Volkswagen, Hyundai, and Renault. Every standard stock vehicle passes a proprietary 116-point mechanical, electrical, and cosmetic quality assurance check and is delivered with full service history and police clearance certificates, addressing the trust deficit that typically constrains used-car purchases. The company also operates an e-commerce platform enabling inventory search, finance applications, and nationwide delivery, complemented by a call-centre sales motion.
The revenue model is anchored on one-time used vehicle sales but materially expanded through an integrated finance and insurance stack. Auto Pedigree brokers vehicle finance through all major South African banks with in-branch adjudication, sells vehicle insurance via partnerships with major insurers (serving over 7,000 clients), and sells multi-year extended warranties (Gold Care, Platinum Care, Step-up), the Auto Pedigree Plus Plan (24-month roadside, medical, legal, and travel assistance delivered via LiquidCapital), Datadot anti-theft microdot technology, smash-and-grab window film, and personal/financial risk cover. Pricing spans budget hatchbacks around R170,000 to premium vehicles above R400,000, with up to R50,000 in deal assistance available.
Go-to-market is direct-to-consumer via the branch network and digital channels, supported by a content-marketing blog, a Facebook presence with 30.2k likes, YouTube video content, and promotional campaigns including a Refer-a-Friend program paying R2,500 per conversion and monthly prize draws. Primary customer segments are individual South African consumers seeking affordable quality vehicles and small-to-medium businesses acquiring fleet or operational vehicles; a secondary segment of existing vehicle owners accesses the after-sale warranty, service, insurance, and security products.
Auto Pedigree firmographics
Firmographics- Name
- Auto Pedigree
- Legal name
- Auto Pedigree
- Website
- https://autopedigree.co.za
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Auto Pedigree is a South African used-vehicle retailer operating 60+ branches across all 9 provinces, selling approximately 3,000 quality-checked used cars annually alongside integrated finance, insurance, warranty, and roadside-assistance services to individual consumers and SMBs.
- Ownership category
- akta.pro rank
Auto Pedigree industry classification
Industry- Product category
- Used Vehicle Retail
- NAICS
- Used Car Dealers (441120), Motor Vehicle and Parts Dealers (441), Automobile Dealers (4411)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Garage Liability & Dealers (Auto Dealers, Repair Shops) (FSAJABAF)
- akta.pro secondary industries
- New & Used Auto Purchase Loans (FSAKADAA), Auto Ancillary Warranties (Tire & Wheel, Paintless Dent, Key/Remote, Windshield) (FSAJALAB)
Keywords
Where Auto Pedigree is headquartered
LocationHeadquarters
- HQ city
- Gauteng
- HQ country
- South Africa
- HQ region
- Africa
Offices9 records
Markets served
Auto Pedigree business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Used Vehicle Sales: Primary revenue stream from selling quality used vehicles. The company stocks approximately 3,000 vehicles including sedans, hatchbacks, SUVs, crossovers, and bakkies from brands like Toyota, Suzuki, Volkswagen, Hyundai, Renault, and others.
- Vehicle Financing: Commission-based revenue from arranging financing with major banks in South Africa. Auto Pedigree liaises with all major banks to find the best finance package for customers, processing applications at branches.
- Vehicle Insurance: Insurance brokerage services negotiating with major insurers to provide comprehensive vehicle insurance coverage. With over 7,000 satisfied insurance clients.
- Auto Pedigree Care Plus (Warranty & Maintenance): Extended warranty products including Gold Care Cover, Platinum Care Cover, and Step-up Warranty. Also includes component cover, dent & scratch warranty, and paint protection.
- Auto Pedigree Plus Plan: Roadside assistance, medical emergency assistance, legal assistance, and travel assistance packages contracted with LiquidCapital. Valid for 24 months.
- Vehicle Security Products: Datadot technology installation, tracking services with recovery, and smash & grab window film protection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget-friendly vehicles (under R200,000) |
| Unit Pricing | Pay-as-you-go | Mid-range vehicles (R200,000-R400,000) |
| Unit Pricing | Pay-as-you-go | Premium/Specialty vehicles (R400,000+) |
| Subscription | Monthly | Vehicle Insurance |
| Subscription | Multi-year contract | Gold Care Cover Warranty |
| Subscription | Multi-year contract | Platinum Care Cover Warranty |
| Subscription | Multi-year contract | Step-up Warranty |
| Other | Pay-as-you-go | Deal Assistance |
| Subscription | Multi-year contract | Auto Pedigree Plus Plan |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Auto Pedigree product offering
Product offeringCore offering
Auto Pedigree retails approximately 3,000 certified used vehicles from brands including Toyota, Suzuki, Volkswagen, Hyundai, Renault, Kia, and others across 60+ branches in South Africa. Each vehicle is subjected to a 116-point quality assurance check and ships with full service history and police clearance. The dealership bundles in-house vehicle financing, insurance brokerage, extended warranties (Gold Care, Platinum Care, Step-up), vehicle security products, and a 24-month roadside assistance plan with every sale.
Product overview
Auto Pedigree is a South African used car dealership operating approximately 60 branches across 9 provinces. The company offers a curated inventory of around 3,000 quality, low-kilometer used vehicles (sedans, SUVs, hatchbacks, bakkies, minibuses) with a 116-point quality assurance check. The core product is vehicle sales, supported by integrated financial services including bank financing (installment, balloon, GFV options), vehicle insurance brokerage, and add-on protection products including Component Cover (Gold/Platinum Care), Step-up Warranty, Dent & Scratch Warranty, Auto Shine Paint Protection, and the Auto Pedigree Plus Plan (roadside assistance). Additional services include vehicle security (Datadot microdotting, tracking), Smash & Grab Window Film, and Personal/Financial Risk Cover (ADCOVER, Lifestyle Protection). All vehicles come with proven service history and police clearance certificates. The company operates 13 RMI and MIWA-accredited service centres nationwide.
Differentiator
Problem solved
Functional benefit
Products and services
- Certified Used Vehicle Sales Retail sale of approximately 3,000 certified used vehicles per branch network, covering sedans, hatchbacks, SUVs, crossovers, double- and single-cab bakkies, and minibuses from brands including Toyota, Suzuki, Volkswagen, Hyundai, Renault, Kia, Audi, Ford, Haval, Isuzu, Mitsubishi, Nissan, OMODA, Tata, and Chery. Each vehicle undergoes a 116-point quality assurance check and standard stock ships with full service history and police clearance certificates. Targeted at South African individual consumers and SMB vehicle buyers.
- Vehicle Finance Arrangement of vehicle financing through all major South African banks, with applications processed at branches while customers wait. Options include installment finance, balloon payments, and Guaranteed Future Value (GFV) structures. Available to individual consumers and SMB buyers at all 60+ branches.
- Vehicle Insurance Brokerage Insurance brokerage service negotiating with major South African insurers to provide comprehensive vehicle insurance coverage at competitive premiums. Serves over 7,000 insurance clients. Available to Auto Pedigree vehicle buyers and existing customers.
- Component Cover (Gold Care and Platinum Care Warranty) Mechanical and electrical breakdown insurance for used vehicles. Gold Care covers passenger vehicles, 4x4s, and light commercial vehicles for 2 years or 40,000km (engine, gearbox, differential, braking, steering, fuel, cooling, electrical, air-conditioning). Platinum Care extends Gold Care with vehicle hire, overnight accommodation, instalment payment protection, and insurance excess payment. Targeted at used vehicle buyers.
- Step-up Warranty Six-month or 15,000km coverage for wear components not covered by manufacturer warranty, including front brake pads/discs, rear brake shoes/pads/drums, fan belts, wiper blades, battery, shock absorbers, exhaust system, and air-conditioner re-gas. For vehicles with expired manufacturer warranty.
- Auto Pedigree Plus Plan 24-month assistance package contracted with LiquidCapital, including 24-hour roadside assistance (mechanical/electrical towing, tyre changes, battery charging, key lockout), medical emergency assistance, legal assistance, travel assistance, Road Accident Fund claims management, and deal assistance on a replacement vehicle purchase. Available to vehicle purchasers at point of sale.
- Vehicle Security Products (Datadot and Tracking) Datadot microdotting technology applying thousands of microdots with unique codes to vehicle parts, stored on a national database accessible by police for stolen vehicle recovery. Tracking services featuring 24-hour national recovery within 30 seconds. Available to vehicle buyers as theft prevention add-ons.
- Smash & Grab Window Film Protection LLumar safety film installation for vehicle windows with a 5-year warranty, providing impact protection along with heat and UV ray reduction. Available to vehicle buyers.
- Personal and Financial Risk Cover (ADCOVER and Lifestyle Protection Plan) ADCOVER shortfall policy covering the difference between outstanding finance and insurance payout in write-off or theft scenarios (up to R6,000), plus Lifestyle Protection Plan covering dread disease, disability, death, and temporary disability or retrenchment. Available to vehicle financing customers.
- Dent & Scratch Warranty and Auto Shine Paint Protection Autobody warranty covering windscreens, wheel rims, minor hail damage, dent and scratch repair, plus Auto Shine Paint Protection with a three-year warranty against fading and oxidation. Available to vehicle buyers.
- Vehicle Service Centres Network of 13 RMI and MIWA-accredited service centres nationwide providing vehicle maintenance, repairs, and warranty work for Auto Pedigree customers and walk-in vehicle owners.
- Deal Assistance Financial assistance program offering up to R50,000 on selected vehicles that can be applied as deposit, trade-in settlement, deferred payment (1-8 months), cash back, or a combination. Available to vehicle buyers at point of sale.
Quantifiable outcome
- Every vehicle undergoes comprehensive 116-point inspection covering engine, transmission, brakes, electrical systems, exterior, and interior components
- +3 more outcomes
Companies that use Auto Pedigree
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Auto Pedigree technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Auto Pedigree partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- LiquidCapitalcoreAuto Pedigree has contracted with LiquidCapital to provide the Auto Pedigree Plus Plan, offering 24-hour roadside assistance, medical emergency assistance, legal assistance, and travel assistance services for 24 months to vehicle purchasers.
Scale indicators6 records
Recent moves6 records
Expansion highlights3 records
Auto Pedigree competitors and assessment
Company assessmentBroad incumbents
- Motus Holdings: South Africa's largest automotive group encompassing new vehicle distribution, dealerships, and aftermarket services; likely parent or affiliate of Auto Pedigree based on the careers URL reference. Comparable across the full automotive retail and services value chain.
- Inchcape plc: Global automotive distributor and retailer with operations across multiple emerging markets including Africa. Comparable as a multi-market automotive retail platform with broader geographic exposure than Auto Pedigree.
- Halfords: UK-based retailer of automotive parts, accessories, and services with a strong physical and online presence. Comparable as a multi-channel automotive retail business combining inventory, services, and warranty-style product offerings.
- Imperial Select (Imperial Holdings): Operates used vehicle and pre-owned dealerships across South Africa under a major diversified industrial group. Comparable as a multi-branch used car retailer with integrated finance offerings.
Emerging players
- Carvana: Digital-first used car retailer offering online purchase, financing, warranty, and home delivery. Comparable as a disruptor to traditional dealer models with overlapping ancillary product offerings.
- AutoTrader South Africa: Major online automotive classifieds platform for new and used vehicles in South Africa. Comparable as a digital channel that competes with dealers for buyer attention and increasingly encroaches on the retail layer.
- Cars.co.za: South Africa's leading automotive marketplace listing new and used vehicles. Comparable as it competes for the same used-car buyer audience and increasingly offers dealer-like services alongside listings.
Regional players
- Suzuki Auto South Africa: New vehicle franchise dealer network in South Africa offering finance, warranty, and service. Comparable as a multi-branch South African automotive retailer, though focused on new rather than used vehicles.
Direct peers
- CarMax: Largest used vehicle retailer in the United States with rigorous inspection standards, in-house financing, extended warranties, and nationwide delivery — closely parallels Auto Pedigree's integrated used-car retail model.
- We Buy Cars: South Africa's largest direct competitor in the used car retail space, operating a national network offering vehicle buying, financing, and ancillary services. Highly comparable in product offering and target customer to Auto Pedigree.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Auto Pedigree social profiles
Digital presenceAuto Pedigree compliance and trust
Trust signalCompliance2 records
Auto Pedigree financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auto Pedigree leadership team
Management profileNumber of profiles
Auto Pedigree funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auto Pedigree 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 Auto Pedigree
What does Auto Pedigree do?
Auto Pedigree retails approximately 3,000 certified used vehicles from brands including Toyota, Suzuki, Volkswagen, Hyundai, Renault, Kia, and others across 60+ branches in South Africa. Each vehicle is subjected to a 116-point quality assurance check and ships with full service history and police clearance. The dealership bundles in-house vehicle financing, insurance brokerage, extended warranties (Gold Care, Platinum Care, Step-up), vehicle security products, and a 24-month roadside assistance plan with every sale.
Is Auto Pedigree a public or private company?
Auto Pedigree is a private company. It is classified as unknown and is currently operating.
When was Auto Pedigree founded?
Auto Pedigree was founded in 1981. It employs 11 to 50 people.
Where is Auto Pedigree based?
Auto Pedigree is headquartered in Gauteng, South Africa, in the Africa region.
How does Auto Pedigree make money?
Six revenue lines are on record. Used Vehicle Sales are the primary driver. The others are vehicle Financing, vehicle Insurance, auto Pedigree Care Plus (Warranty & Maintenance), auto Pedigree Plus Plan and vehicle Security Products.
Who are Auto Pedigree's main competitors?
Broad incumbents on record are Motus Holdings, Inchcape plc, Halfords and Imperial Select (Imperial Holdings). Emerging players are Carvana, AutoTrader South Africa and Cars.co.za. Suzuki Auto South Africa is listed as a regional player. Direct peers are CarMax and We Buy Cars.
Does Auto Pedigree have an API?
No public API is recorded for Auto Pedigree.
What industry is Auto Pedigree in?
Auto Pedigree's product category is Used Vehicle Retail. Its primary akta.pro industry code is FSAJABAF, Garage Liability & Dealers (Auto Dealers, Repair Shops), with a secondary code of FSAKADAA, New & Used Auto Purchase Loans. Its NAICS code is 441120 and its SIC code is 5500.