Asus laptops flying off shelves in South Africa

While the greater PC market has struggled in South Africa in 2024, one brand in particular has posted a stronger performance — Asus.

According to a report from Canalys, Asus saw the biggest growth in global PC sales in the second quarter of 2024, with shipments increasing by 17.3%.

With that growth, it became one of the top five best-selling brands in the world.

According to a June survey of 1,696 South African consumers by Statista Consumer Insights, Asus laptops had roughly a 12% market share in the country.

That share has potentially grown significantly in recent months.

Major South African ICT distributor Esquire recently told MyBroadband that Asus was not only leading its PC sales but accounted for a fifth of all consumer laptops purchased in South Africa in 2024.

Esquire CEO Mahomed Cassim believes the company’s success was due to its dominance of key price segments in the consumer laptop market.

“Asus has seen sharp but consistent growth in South Africa over the last three years due to its proactive approach across all departments,” said Cassim.

“They produce laptops across a broad spectrum of customer segments, from entry-level to premium ranges like the ZenBook series, which recently saw significant uptake thanks to its OLED display upgrades.”

Asus first began establishing a presence in South Africa in 2012. Five years later, its local branch was fully operational.

Asus’ Jessica Burnett, who was recently promoted to South African marketing manager, told MyBroadband that Asus worked hard to build trust, increase market share, and establish strong relationships in the tech industry in the years that followed.

“Asus’s success in South Africa is a result of our relentless pursuit of perfection,” Burnett said. “We focus on delivering not just top-tier products but also exceptional customer service.”

“Initiatives like the MyASUS App, extended warranties, and accidental damage protection provide additional value and peace of mind to our customers.”

Burnett said that among Asus’s biggest achievements in South Africa was becoming the market leader in the gaming sector, thanks to the ROG (Republic of Gamers) line and high-performance products.

“Building on this success, we have expanded our focus into the commercial sector, offering a range of products, including desktops, motherboards, displays, and accessories,” Burnett said.

Other key milestones were launching its own online store in 2021 and introducing South Africa’s first AI-powered PC.

Burnett described the first half of 2024 as a promising period for Asus.

“We have seen a strong response to our AI PC range, and with several exciting product launches ahead, we expect to continue outperforming our competitors,” Burnett said.

Burnett revealed that Asus’s top-selling entry-level laptop was the X515 Celeron, the mid-range best-seller was the Vivobook X1504, and the premium leaders were the Zenbook UX5406 and UM5606.

Plans for the future

Looking ahead, Asus plans to introduce more AI-powered systems, explore new product categories and further enhance the customer experience.

“Our upcoming partnerships with retailers and e-tailers to offer digital warranties and eCards will ensure that every customer has comprehensive coverage,” said Burnett.

“We are also gearing up for exciting product launches in the next six months that will further solidify our leadership in the market.”

“Going into Q4 of 2024 and beyond, we are focused on driving more innovation, fostering collaboration, and achieving even greater results for our customers and stakeholders,” said Burnett.

Asus also made several key appointments in recent months to further its growth in South Africa.

In addition to Burnett’s promotion to country marketing manager, Asus appointed Gavin Gunkel as business development manager (BDM) for its consumer laptop division and Werner Joubert as BDM for Asus’ commercial laptop business.