BMW Midrand: To be on top of your game

Although BMW Midrand won various accolades during the course of their existence, being awarded the Retailer of the Year in the category for large dealerships, was the big one they were aiming for.

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Not only did they achieve the top result, but also scooped up the award for best sales in this category.

BMW Midrand was the first black-owned BMW dealership in the country, having achieved that status in the late nineties. Today it is owned and operated by the Dreyer and the Ntsele families with Luke Dreyer the Dealer Principal and Temba Ntsele the Human Resource Manager of this large dealership with a staff component of 159.

At the awards ceremony were Peter Van Binsbergen (CEO: BMW South Africa and sub Sahara), Luke Dreyer (Dealer Principal: BMW Midrand), Hendrik von Kuenheim (Ex Senior Vice President: Region Asia-Pacific, Eastern Europe, Middle East, Africa BMW Group) and Jean Philippe Parain (New Senior Vice President: Region Asia-Pacific, Eastern Europe, Middle East, Africa BMW Group)

Dealerfloor spoke to Luke about being the best and what it takes to reach this important milestone.

“We are tremendously proud of this achievement and will do our best to retain this prestigious title. The criteria are extremely strict and cover every aspect of the business. It means we have to be on top of our game across the spectrum in all departments.

“With all vehicles costing the same at any dealership, we have to distinguish ourselves with exceptional customer care. The way to stand out and gain the sales success is through a customer experience second to none,” Luke says.

“BMW Midrand has won the Retailer of the Year award for MINI twice in 2018 and 2019 that was also a big achievement and now for our first, but not the last time, the BMW Retailer of the Year. Our location close to the Mall of Africa is strategically important to us as we are located halfway between Johannesburg and Pretoria with a number of large living estates in the vicinity.

Luke Dreyer, Dealer Principal at BMW Midrand.

“Even with only around 80% of our supply of new stock owing to all the known reasons for the shortage, we still managed to also win the Best Sales Award. We sell around 1 400 cars a year across our BMW/MINI and pre-owned departments.”

Luke says the Aftersales department is continually active with around 50% of customers from somewhere else while they retain roughly 80% of customers who bought their cars at BMW Midrand.

“We make use this opportunity to market our dealership to the service customers from elsewhere for future business in terms of buying a new or used vehicle at our dealership.”

Asked about the popularity of certain models, he tells Dealerfloor, their best-selling vehicle is the BW X3 2.0 Diesel. “The X3 makes up to 40% of our volume and is locally produced. Although the 3 Series remains popular, we see a downturn in the 5 Series in favour of the X3. In general, the SUV ranges are growing in popularity, and the X3, especially the diesel, has price and economy in its favour.

The award-winning dealership.

Luke reckons the new X1 due for local launch in the fourth quarter of this year will be equally popular. “If an electric version (EV) of the X1, at a reasonable price, could materialise, it would be a great success. Our EV MINI was the best-selling electric vehicle in South Africa last year.”

Luke also serves as the Retailer Council Chairperson and says he is optimistic about business, especially with a gradual improvement in the stock situation that is leading to better business conditions all round.

  • During 2014 Luke took over the reins as DP from his father, André. Luke is the third generation of his family involved with BMW. His grandfather was an Aftersales Manager and his father a Sales Manager and DP before becoming a partner in 1998. Luke worked in different capacities at the dealership, before spending 2007 and 2008 at Park Lane BMW, London, to gain more experience at this UK dealership considered to be one the largest in the world.

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