Aliwal Ford Auto will soon re-open as a Foton dealership after its owners and Ford Motor Company decided to part ways.

“We are relinquishing our Ford franchise as of May and parting ways with the brand in a good spirit,” says Heinrich Schoeman, Dealer Principal and member of the Potgieter family, who was involved with Ford in the region for nearly three decades.

“In our last meeting with Ford, we came to a mutual understanding that the Ford product is not viable for this area since Ford is moving to become a premium brand. Economic pressure and costs to keep the required dealership specifications are the main contributors that led to this decision,” Heinrich tells Dealerfloor.

In a letter to Ford customers in the region, the family states that for the past 28 years they were proud to serve our community as a trusted Ford dealership.

“During this time, we built lasting relationships and a loyal customer base, all of which we truly cherish. However, we have recently made the significant decision to embark on a new path that diverges from our affiliation with Ford. This decision stems from our commitment to continually evolve and enhance the services we provide.

Heinrich tells Dealerfloor that they will surely miss Ford which was part of their lives for so long but at the same time they are very excited about Foton and the product range and possibilities it offers.

In his letter to customers, he states that they believe this change will allow them to offer customers high-quality products at amazing prices, further enhancing their experience with the dealership.

“Our goal is to ensure that this transition is as seamless as possible, and we look forward to presenting customers with more information in the coming weeks regarding our new franchise and its offerings.

“However, we regret to announce that we will no longer be able to provide Ford Service Plans or Warranty work for Fords. We want to reassure you that if you do not hold a service plan, we can still perform maintenance and service your vehicle without jeopardising your warranty, as we are an RMI-registered and -approved workshop.

“We appreciate your understanding as we navigate these changes and sincerely thank you for your loyalty and support over the years. Your trust has been invaluable to us,” the letter concludes.

Heinrich also advises customers to reach out to other Ford dealerships in the region like Human Auto (Bloemfontein), Kelston Motors (Komani), Karoo Ford (Graaff-Reinet) and Kelston Motors (Cradock).