Mazda Nelspruit flying the flag in the Lowveld

So says Colin Nell, Dealer Principal of Mazda Nelspruit, part of the Produkta Motor Group, one of the most prominent multi-brand dealer groups in Mpumalanga. The group is owned by the Kruger family and is recognised for its strong customer service ethos, benefiting customers across all its brands, including Mazda owners.

Mazda has been central to Produkta's growth over the years and has established a strong presence in the Lowveld. Customers with much older Mazda vehicles still have them serviced at Mazda Nelspruit.

"Our reputation has grown in stature over the years, and the arrival of vehicles like the new CX-5, probably the most popular modern-day Mazda, has us and potential customers very excited," Colin tells Dealerfloor.

"Mazda has moved strategically from a pure volume brand to a much more premium offering across its line-up. The new CX-5 SUV can match any rival on technology, features, comfort and performance, but very few can rival it on quality and the premium feel you get when you enter and drive the vehicle," he says.

"I have been directly involved with Mazda for the last four years, but earlier in my 22-year career with Produkta, I also had exposure to the brand. I was always impressed with the reliability and comfort of the vehicles. That is one of the reasons why Mazda has such a loyal customer base. Add to that our very experienced Mazda staff, who contribute to the brand's success in our area," Colin says.

He is also excited about the bigger flagship CX-60, which he says is popular in their area and, at a more competitive price, can match premium brands in many respects.

"The CX-60 is not only a vehicle loaded with all the bells and whistles, but its engine, space, comfort, fit and finish allow it to go head-to-head against top premium rivals," he adds.

And how do you sell Mazdas these days amid fierce competition and the growing presence of Chinese manufacturers?

"First of all, I believe there is space for everyone. The distinction comes when you realise that success kicks-off on the showroom floor, but the final measure of success is in the after sales experience. This is where a customer will decide whether he or she would buy from you and the brand again. It is make or break, and the customer experience stretches across all departments of a dealership," he tells Dealerfloor.

"Nelspruit still retains a town character where everyone knows everyone. Word of mouth is important, and a bad experience will have many people talking. We have to be on top of it and rather let our good reputation precede us, which we have succeeded in doing over many years," he says.

Colin says they are local and their customers are local. That is why the visibility of their products and services is so important to them. "We are involved with schools and charity institutions and help where we can.

"We are part and parcel of this community, and I am proud to oversee and build, among other brands, Mazda, as it is a legacy brand with a rich heritage," Colin concludes.