These days, it is not only about building a legacy for future generations. It is also about survival in the face of legislation regarding business ownership in the country, as well as original equipment manufacturers’ (OEMs) corporate policies on brand identity and sustainability.

One family facing these challenges head-on for generations are the Venters from Aliwal Toyota in the Eastern Cape town of Aliwal North. With legacy brands exiting the town, you have to be on the ball with business, as the saying goes.

Jacques Venter, Dealer Principal of Aliwal Toyota, says that although the above requires more time and effort, they are grateful for a brand like Toyota. He says Toyota understands the challenges privately owned countryside dealerships face.

“We are however focused on rendering the kind of first-class service to our customers they demand and deserve. After 46 years we are still here doing business and creating a legacy for our family and even the families of our staff.

“My wife Lynda is looking after the finances whilst my son, Warren, the third generation, joined in 2018, working in various departments, before becoming general manager. Warren’s wife, Shanay, acts as Dealer Learner Development Coordinator, taking care of all training aspects within the dealership,” says Jacques.

The Venter family is not only creating a legacy for themselves but also for other families involved in the business.

“We have two sets of brothers working here, spouses, parents and their children. Two staff members from the wash bay who retired last year had their positions filled by their family members, it is important to look after the families who helped our business grow to where it is today,” Jacques tells Dealerfloor.

Asked about business conditions in the town and region, Warren says that although some of their main competitors have left the town, others remain. “We are also aware of new players in the automotive field in the country. Our main opposition is not so much who is left in Aliwal North but everyone out there on the internet where people shop online these days.

“At least we see those cars bought elsewhere when they come to us for servicing or repairs. We have a broad customer base with the traditional Hilux buyers in the agriculture sector, also Land Cruisers for the more mountainous areas in our region, and the taxi industry. Fleets from private businesses and government remain a big part of our business too,” Warren tells Dealerfloor.

Father and son say they remain optimistic and have a product range that resonates with a variety of customers not only in Aliwal but also within a 200 km radius around the town where they are active.

“More than 45 years on, Aliwal Toyota remains a family-run dealership, shaped by continuity, long-standing relationships, and a strong sense of responsibility to both staff and community,” Jacques concludes.

• Brief History of Aliwal Toyota

Aliwal Toyota was established in August 1979 when Allan Venter opened a small, rented showroom in Somerset Street, Aliwal North. After spending several years in the motor industry selling a variety of European and local brands, Allan made the decision to align with Toyota, which was still a relatively new name in South Africa at the time.

The dealership initially operated from a Total service station at 74 Somerset Street. With just five staff members, Aliwal Toyota sold an average of four vehicles a month. The first sale was a Toyota Cressida Station Wagon, sold for R6 822 to a resident in neighbouring Burgersdorp.

In 1988, Gustaf van Aardt joined the dealership as a salesperson. His role quickly expanded, and he later became sales manager. In 1990, Algus Motors (Pty) Ltd was formed, with Allan and Gustaf as shareholders and directors. This formalised a partnership that remains central to the dealership’s identity, with Gustaf still actively involved more than three decades later.

Family involvement deepened in 1994 when Allan’s son, Jacques Venter, joined the business after a career in banking. By 1998, Aliwal Toyota brought its workshop operations in-house, marking a significant step in its development.

Allan retired as Dealer Principal in 1999, handing leadership to Jacques, who became a shareholder and director alongside Gustaf in 2001. Although officially retired, Allan continued to visit the dealership daily in a consultative role.

In 2002, the dealership purchased its Somerset Street premises, enabling renovations aligned with Toyota South Africa’s “New Era” standards. Further growth led to the acquisition of a second property in Grey Street in 2007 for an Automark showroom.

During the same period, Toyota introduced the “New Retail Concept.” Despite economic uncertainty, Jacques and Gustaf committed to a full redevelopment, resulting in a new dealership that opened in November 2008.

In 2025, a property across the street from the new vehicle showroom was purchased. A brand-new Automark showroom was constructed on this site, marking the latest chapter in Aliwal Toyota’s 46-year legacy.