Making staff and customers part of the family

So says Kobus Louwrens, Dealer Principal at the Western Cape dealership, which has just lifted the trophy as Toyota’s top dealer at the manufacturer’s annual awards ceremony.

Kobus and his brother, Wikus, who is the Service Manager, are the second generation of the Louwrens family involved in the business. “My parents, Henk and Constance, are still the owners of Riversdal Toyota. They are semi-retired, and we have been running the business since the end of 2022,” he tells Dealerfloor.

The Louwrens family bought the dealership in 2005 and established it as the go-to dealership in the region known for its customer-centric approach and first-class service. With Riversdale as the hub, other towns in a region include the likes of Still Bay, Heidelberg, Albertinia, Witsand and Ladismith to mention a few. Kobus says the dealership’s customer base is extensive with a good mix of all the different Toyota products sold in the region.

Henk Louwrens, Wikus Louwrens, Kobus Louwrens and Constance Louwrens.

Not only have they created a solid reputation among new and existing customers over the years, but they are known for their reputable 4x4 conversions. In fact, they are currently building a 4x4 conversion facility next to the dealership, Kobus tells us.

But back to winning the first prize as the top dealership in the country. “We also won the Dealer of the Year trophy in the category for Small dealerships in which we competed. All the winners in the four dealer-size categories (Small, Medium, Large and Mega), as well as the winners at Hino and Lexus, are eligible to be crowned as overall Toyota Dealer of the Year.

“Since then, owing to our sales and service growth, we are now categorised as a medium-sized dealership that will give us new competitors for the following round when we defend our title next year,” he says.

In front are Hugo Erasmus, Edrich Steyn and Stefan van der Merwe. In the back are Anneke Smook and Billy Croucamp.

“Before bagging this title, we are pleased that we won the Top Independent Dealership award in 2023, a new category introduced to give recognition to independent dealerships, not part of a larger motoring or listed group,” he tells Dealerfloor.

Kobus says winning the Dealer of the Year award this time round as an independent dealership competing against dealerships belonging to larger and listed groups, makes it so much more special for them.

Reginald Michaels, Romeo Michaels, Corne Steyn, Piet Swarts, Tazwill Smith, Herschelle Pietersen, and Jovin Glassen. In front are Hendrik Sambo and Collin van Rensburg.

Wikus Louwrens, Kobus Louwrens, Henk Louwrens and Douw Louwrens (son of Wikus Louwrens). They are standing with a 1939 Dodge truck originally purchased by the Theunissen Brothers and known as Caledon’s first hearse. An enclosed cabin was fitted at the rear for use as a hearse. In 1962, after a new hearse was acquired, a wooden load bed was installed on the Dodge. In 1967, HDL Louwrens (Lodewyk) bought the vehicle and had the engine reconditioned. The Dodge was then used to build a new house at Minwater, in the Oudtshoorn district, for his mother-in-law, Grandma Nellie Raubenheimer. In 1974, he swapped the bakkie for a few cattle in Albertinia with Barnard Conradie. In 1994, Johan Spies bought the Dodge and restored it once again. In March 2023, Henk Louwrens repurchased the Dodge — bringing it back into the Louwrens family after many years of negotiation.

“I have mentioned that we have basically a zero staff turnover. The education, training and well-being of our workers are of the utmost importance to us. So our customers trust us, and building a relationship between us and them is on a solid footing.

“Everything begins with the customer – from the moment there is interaction, be it when walking through the dealership door, contacting us, booking a service or in any other aspect. Without them there is no business,” he tells Dealerfloor.

He notes that their business at Riversdal Toyota grew across the board, and especially their pre-owned sales under the Automark banner is doing exceptionally well. “We sell, on average, about 35 new vehicles and 27 used vehicles per month and will build on this success going forward.”