"Let the product speak for itself," says William Roberts (main photo), Dealer Principal at Supergroup Dealerships’ Foton branch in Springs, discussing the arrival of the new Chinese brand expanding across South Africa.
The Springs dealership is one of four Foton outlets operated by Supergroup Dealerships, with additional locations in Edenvale, Rustenburg and Mbombela, giving the group a solid foundation in three provinces for the new brand.
“The Foton name is already recognised in South Africa, and the product itself has earned a strong reputation. The American-made Cummins engines, ZF gearboxes and BorgWarner turbos are well known. Currently, our bakkie range is leading the way for the Foton brand, available in both single- and double-cab configurations, but we’re rapidly expanding our product offerings,” explains William.
“We’re soon launching minibus taxis and will offer a full spectrum of commercial and leisure vehicles. They will include buses, panel vans, 2.5-ton trucks and fully electric models for commercial use. Our bakkie range will also grow, with more variants, including 4x4 models,” he adds.
With 35 years’ experience in the automotive industry, William is particularly excited about the Foton brand, which he believes offers exceptional value for money and currently holds the title of the most affordable one-ton single-cab workhorse bakkie on the market.
“From a pricing perspective, we lead the way in both the commercial and lifestyle sectors. We’re seeing strong interest from fleet owners, small business owners, single operators and even the farming community—these are all key target markets for us. We’re shaking up the market to benefit the customer,” he says.
Melissa Grobbelaar, Regional Marketing Manager for Supergroup Dealerships, who is overseeing the Foton brand, highlights that at dealership level, Foton presents a professional image suited to its products and customers. “We operate in a multi-franchise environment, but Foton has a distinct brand identity at each of our locations. We’re also launching an advertising campaign to boost brand awareness,” she notes.
William agrees, adding that the dealerships are equipped with trained technicians and specialised Foton tools. “Our sales teams are well-versed in the full product range, and we’re actively engaging with potential customers to offer them hands-on experiences with the vehicles.
"As I’ve said before—the vehicle speaks for itself. It’s not just about competitive pricing; the quality and high specifications are also impressive. Plus, customers can feel secure with the backing of a respected motoring group like Supergroup Dealerships.
“We’ll be introducing our minibus taxis soon, and in March, our electric trucks will arrive, bringing a whole new dimension to our commercial offerings,” William concludes.
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