Marking its 80th anniversary, the Portuguese Caetano Group has shifted its strategic gears, placing South Africa at the centre of its next growth chapter. The family-owned industrial conglomerate, is leveraging its global might to launch a full-scale assault on the commercial and leisure vehicle market with its JMC brand, promising sharp value in segments known for escalating prices.
The group, which operates in 50 countries and turned over €5-billion in 2024, is no stranger to South Africa. However, its move now signals a transformation from a manufacturing partner and niche distributor to a direct competitor.
"Our plan for the group was, and remains, to grow and expand," says Leslie Ramsoomar, Managing Director of Salvador Caetano South Africa. "We started with GAC here, now we have JMC, and our footprint continues to increase. This will necessitate more frequent engagement with the market."
This engagement begins with a calculated, value-driven introduction of five new JMC models, targeting the heart of the South African vehicle parc: the bakkie.
Can I afford it – find out with this handy Finance Calculator
A Data-Driven Bid for the Bakkie Buyer
The launch strategy is rooted in stark market analysis. For the vital single cab segment, where monthly sales hold steady around 3 000 units, the group highlighted a dramatic price inflation. The average selling price has climbed from approximately R330 000 in early 2020 to nearly R450 000 by late 2025.
Into this gap, JMC positions its Vigus single cab at R299 900. Powered by a 2,4-litre turbo-petrol engine with a 5-speed manual gearbox, it comes standard with features such as 17-inch wheels, cruise control, electronic stability control (ESP) and a 5-year/100 000 km warranty.
The lucrative double cab market reveals a similar trend. The average price for a 4x2 has risen from around R500 000 five years ago to well over R600 000. JMC's counter is the Vigus Pro 4x2 Automatic at R439 900. This model features a 2,0-litre turbo-diesel engine paired with an 8-speed automatic transmission and a modern 9,7-inch touchscreen with wireless smartphone integration.
Perhaps the most compelling proposition, according to the group, is the Vigus Pro 4x4 Automatic at R499 900. It offers a Borg Warner four-wheel-drive system and an Eaton rear differential lock—equipment often reserved for higher-priced rivals. The group argues this places a fully-capable 4x4 bakkie at a price point historically associated with 4x2 models.
Bumper bashings or break-ins – for the best insurance deal click here
Expanding into the Commercial Arena
Beyond bakkies, Caetano is introducing the JMC Carrying Plus range to the medium commercial vehicle sector. Banking on the proven reputation of the 2,8-litre 4J-series diesel engine, known for its robustness in local conditions, the range starts with a chassis cab for customisation priced below R300 000. A ready-to-work dropside model is priced at R399 900, and a box van variant comes in at R420 000. The emphasis is on low total cost of ownership, reliability and a driver-focused cabin.
Local Footprint and Future Pipeline
To support this ambitious product offensive, JMC is rapidly building its retail network, with 29 dealers already operational and a target of 40 nationwide by the end of 2026. This expansion is considered critical for ensuring sales and aftersales support.
The initial launch is just the beginning of a year-long product rollout. The group confirmed an expansion of the Vigus range in the first quarter, followed by an all-new Grand Avenue model in the second quarter. Further medium truck additions are scheduled for the third quarter, culminating in what was described as a "very special" launch before year's end.
Colin Windell for Colin-on-Cars in association with
proudlyALL THINGS MOTORING
