Geely will make its presence felt in Rustenburg

While the Chinese manufacturer was added to the dealership towards the end of last year, customers have only seen the brand in its full form over the past two months following the completion of extensive renovations to create a dedicated showroom.

For Ryan, the focus now is simple. Get more people through the doors, introduce them to the Geely range and build confidence in a brand that is still relatively new to many South African motorists.

"We're effectively only now getting started," he tells Dealerfloor. "The building project took around three to four months longer than expected, so although we had the franchise, we didn't have the visibility. We have only been fully operational for the past six weeks or so, which means we're still introducing the brand to the Rustenburg market."

The dealership forms part of a multi-franchise operation. Alongside the new Geely showroom is a full Volkswagen dealership, while Audi is represented through a dedicated pre-owned operation. Shared back-office functions allow the dealership to operate efficiently while each brand maintains its own identity.

“Our biggest priority is exposure," he explains. "The more people who see the vehicles, the quicker they'll become familiar with the brand."

"We spend a lot of time where the people are. Shopping centres, weekend displays and community events are very important for us. We want people to see the vehicles, sit in them and experience the quality for themselves," he says.

"We are still receiving relatively limited allocations, averaging around three vehicles a month," says Ryan. "Demand is certainly higher than that, but as stock arrives it goes straight out again. I expect supply to improve during the coming months.

Among the latest arrivals is the new Geely Coolray compact SUV. "It is positioned in a very competitive part of the market, around the R300 000 to R400 000 price bracket. I think once more customers become familiar with it, it will gain excellent traction because it offers exceptional value," he tells us.

The dealership is also preparing its workshop to support Geely's growing range of electrified vehicles.

"We are currently completing the necessary workshop upgrades and technician training," Ryan tells Dealerfloor. "All the specialised equipment has been purchased, and our goal is to be fully operational for electric vehicle servicing by October."

While mining activity around Rustenburg appears to be improving, he believes consumer confidence remains under pressure. "I know the mines are recruiting again, but you don not necessarily see that reflected in vehicle sales yet," he says.

"It feels as though people are still cautious. Higher living costs, electricity prices, fuel costs and interest rates all influence buying decisions. It is not unique to Rustenburg. I think it's a national trend."

Having spent more than three decades in the motor industry, Ryan believes customer attitudes towards Chinese brands have changed dramatically.

"The younger and even the slightly older generations are far more willing to give these vehicles a chance. They like the technology, the styling and the value they offer."

"When you look around your home, your television, your mobile phone, your appliances, so many products already come from China. People are beginning to realise these are not cheap products anymore. The quality is genuinely very good," he says.

He says one of the biggest tests for any new manufacturer has always been used vehicle values. "That concern is starting to disappear. Some Chinese brands are already showing strong resale values, which gives buyers even more confidence."

For Ryan, running a multi-franchise dealership is less about structures and more about people.

"It starts with having the right people. We work hard to build a culture where everyone can speak honestly, trust each other and work together. I spend my day walking around the dealership, speaking to people and assisting where I can," he says.

Finding and retaining skilled staff remains an ongoing challenge, particularly technicians. "When the mines start recruiting, they often target experienced technicians because they can offer very attractive salary packages. Good sales staff are equally difficult to replace, so we invest heavily in training and developing our own people," he says to Dealerfloor.

Ryan is confident the decision to add Geely will prove worthwhile. "If you ask me again in 12 to 18 months' time, I am sure we will look back and say bringing Geely into the business was absolutely the right decision."

"The products arriving in South Africa are genuinely impressive. Once more people become familiar with the brand and start seeing them on the road, I believe Geely will establish itself as a significant player in the local market", according to Ryan.

For now, however, the task is straightforward. Introduce as many motorists as possible to the Geely name and ensure that every visitor who walks into the dealership leaves with a far better understanding of what the rapidly growing brand has to offer.