Dongfeng opens new dealership in Boksburg

This innovative consumer showcase, known as the mUther Xperience Hub, is the brainchild of Alex Staniland. mUther, billed as 'The Ultimate Smart Home Store’, will be selling the Dongfeng Box as its first offering.

Dongfeng Box is a compact, front-wheel-drive electric hatchback from the Chinese automaker, Dongfeng.

Alex explains the rationale behind his most recent venture: “I have long been a fan of electric vehicles (EVs). They offer so many benefits over traditional, internal combustion engine (ICE) powered cars. Among these are near-silent motoring, high efficiency, instant torque delivery, lower maintenance costs and a high level of refinement.

“South Africans have been slow to adopt electrified motoring, but the tide is now turning. The number of EVs on sale today has increased significantly compared to just a few years ago. Vehicle recharging infrastructure increases almost daily, and even government is coming to the table.”

The pop-up Dongfeng dealership in Boksburg is now operational with a new showroom being built.

The mUther Xperience Hub is situated at East Point Shopping Centre in Boksburg. The shop will initially offer the Dongfeng Box. Other EVs from the parent company, perhaps with different badges, will be added to the portfolio in due course.

The Dongfeng Box has distinctive styling and a roomy cabin that features dual digital screens and premium finishes. The front passenger seat even folds flat into a bed for a quick nap, when needed. Entry-level versions feature a 70kW/160Nm motor and a 30.6-kWh battery pack that offers up to 330km of range. An upgraded pack of 43.9kWh offers 430km, which should allow for a few days of daily commuting before it requires a recharge.

The tech entrepreneur made history earlier this year by launching South Africa’s first EV-only courier company. https://dealerfloor.co.za/electric-vehicles/courier-company-takes-the-ev-route

And he says that the opening of mUther Xperience Hub is an extension of his two other businesses. “We launched the country’s first courier company that operates an entire battery-powered fleet. The aim of that business was to service our online marketplace, mUther. Offering high-tech EVs for sale is a natural progression for the growing mUther brand.

“In addition to EVs and smart home devices, we will be highlighting an off-grid living concept. mUther is uniquely placed to offer our own charging stations, PV systems and storage solutions. We also offer a range of smart products to modernise existing homes with systems that take owners into a new era,” Alex says.

He tells Dealerfloor that the Box range will consist of four models with a starting price of R459 999 going up to R519 999 for the top-of-the-range model.

Alex says his focus is on e-mobility, and they also have a variety or electric scooters on offer.

He concludes: “EV ownership has, until now, been the preserve of a few, usually wealthy, people. I believe that brands such as Dongfeng are really going to shake up the EV space locally. In addition, our shop will serve as a showcase for smart home devices on offer from mUther as well as a new lifestyle concept.”