Having good products at competitive prices at the entry side of the new-vehicle market is half the battle won. The other part is getting enough stock.
“Despite the stock dilemma facing us and every car dealer the world over, we are doing well, despite the unusual circumstances we find ourselves in,” says Peet van Staden, Manager at Brits Renault.
“With products like the new Kiger, Triber and Kwid we attract a lot of first-time car buyers. Our Duster also remains a favourite with buyers. With the arrival in the near future of vehicles like the new Clio and Captur, our offering in more segments will be even stronger,” Peet tells Dealerfloor.
“With a large number of first-time vehicle owners, customer retention is a serious and crucial part of our business. The key to customer retention is first-class service in all aspects of the buying and after-sales experience for new-vehicle owners.
“In this regard, our sales staff assist with the booking in of vehicles for services and maintenance to keep the contact with the customer constant. Especially with first-time buyers, who make up to about 70% of buyers at the entry-level side, this creates peace of mind for customers and forms the basis for a long and profitable relationship.
“We make every effort to retain customers for our after-sales department when the warranty and service or maintenance plans have expired. With regular advertisements, a favourable pricing structure, we communicate the advantages of servicing with us via SMS and social media to Renault owners. Our workshop is busy and booked out in advance, which is a good sign for business.
“As a dealership, we are categorised as Small, but one never knows what the future holds and the possibility of being classified as a Medium dealership is a goal we strive for. We are doing all the right things and growing the business, which will earn us recognition as one of the top dealership for the brand,” he says.
“On the used side, we share it with a sister dealership in our group and although the same problems in terms of stock shortages are also a dominant factor in the used car business, we are doing well,” Peet tells Dealerfloor.
And what does the future hold? “I think the situation will improve next year. No-one can say for certain when things will change, but all players in the business have by now learnt how to adapt and accommodate the changed environment in which we have to sell cars,” Peet concludes.
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Building a new dealership, modernising an ageing workshop or preparing for the latest OEM facility audit often means coordinating multiple suppliers, contractors and installation teams. Bright Focus offers a simpler approach, providing everything from workshop equipment and parts storage to service reception solutions and EV-ready facilities through a single point of contact.
Lexus has introduced the all-new ES to South Africa, bringing a larger footprint, more advanced technology and a choice of hybrid or fully electric power. The eighth-generation model also arrives with a redesigned cabin, fresh styling and expanded levels of comfort and safety.
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