EGM boasts 28 years of growth and customer care

EGM or Eerste Geluk Motors is owned by Johann van Heerden with his two sons, also now active in the car business and co-directors. His oldest son Brandon is the Dealer Principal of the new brands (GAC Motor, JMC, JAC and BAIC) while his middle son, Charl, takes charge of the financing side of EGM. GAC Motor and JMC are housed at one dealership, while BAIC and JAC are at another of their dealerships.

“Yes, it was a road that was not without its challenges but rewarding and I am thankful to have been able to establish a family business and a legacy through the automotive trade here in Bloemfontein,” Johann tells Dealerfloor.

“Our success is based on good service, dedication and also our increasing role in showing our new product throughout our region. We have been an Absa Golden Partner for ten years, demonstrating our growth, success and expansion over the years,” he says.

Johann states that although the jury might still not be out on the future or scale of the electric vehicles role in South Africa’s motoring journey, the success of Chinese products there is no doubt about the growing influence of these brands. “It is unlike previous generations where price was the only drawcard when it comes to Chinese made vehicles.

“Today they can compete on all fronts, not only price, but also quality, reliability, back-up, comfort and technology. We experience it in our workshops where you only see them for services and hardly ever for repair related problems. On the used side their popularity grows which bodes well for resale values too,” Johann tells Dealerfloor.

Johann who is when not selling cars a part-time farmer in the Brandfort district, says Chinese bakkies are slowly but surely making inroads in the agriculture market which is very much brand loyal market. “As a farmer myself, I often came across more and more bakkies from our brand. It is a good sign supported by the official monthly sales charts for the brands in the country and a clear indicator of the popularity and growth of these brands.

“We are regularly taking our Chinese vehicles to the smaller towns and exhibiting them at events or just on an open space which is very helpful for the folks that visit Bloemfontein often. I am considering a service vehicles to do basic services (like oil changes) in the smaller towns to extend our customer care proposition as far as possible for the convenience of our customers,” he states.

And what does the future hold and will they add more new brands to their portfolio? “We are happy with what we have, and too many brands might hamper our customer care which we are very proud of,” Johann concludes.