Midbay expanding its horizons offering more brands

They are looking forward to making the latest two brands added to their portfolio part of the Midbay Motors success story, which, by the way, is celebrating its 50th birthday this year.

23 Midbay Jenine1

Jeep and Opel recently joined Peugeot and Citroën in Richards Bay on the Stellantis side of Midbay’s dealer network in the northern KwaZulu-Natal town.

“We are looking forward to the challenge, and with the success of our Peugeot and Citroën and other brands in our region, we will give prospective customers a broader spectrum of products to choose from, says Jenine Yiannakakis, Dealer Principal and Finance & Insurance Business Manager at Midbay Stellantis.

Although Fiat and Alfa are not part the deal, Fiat vehicles will be serviced at Midbay Stellantis, Jenine tells Dealerfloor. Jeep and Opel were added when the previous franchise holders of the two brands took a decision not to continue.

Tracy Coetzer (co-owner) and Jenine Yiannakakis (DP and F&I) at the Stellantis side of Midbay Motors.

“I believe it is important for our products to be seen by as many people as possible. We will be showcasing them at all possible gatherings, festivals and other opportunities in our region. Richards Bay is our base, but we also focus strongly on the rural environment in a wider area and will take our vehicles to our customers.

“In addition to the more industrialised character of Richards Bay with the mining sector, harbour and railways, we have a large and important agricultural community in this part of the world. Our Peugeot Land Trek bakkies and Peugeot 2008 vehicles are doing well here, especially with road conditions in rural areas,” she says.

Jenine was appointed DP in January this year, but has a long connection with the Midbay Motors group. She started at Midbay when she was 21 and trained as an F&I. She worked at the different franchises of the group, owned and run by brother and sister duo of Kenneth Hodgson and Tracy Coetzer, and described as a family-orientated and community-driven motor group.

The dealership now also accommodates Jeep and Opel, which were added to the existing Peugeot and Citroën brands.

After 13 years, she left to play mom and in between did a bit of F&I relief work, outsourcing her talents and joined Ritchie Motors for a short stint before returning “home” to Midbay’s Stellantis dealership.

Midbay Motors started out as a Volkswagen dealership called Volksway Motors in Empangeni in 1973, owned by Kenneth and Tracy’s dad, Mitch, and his brother, Daniel, with children from both brothers joining the business later on. Over the years it grew and transformed into Midbay Motors in 1989 in Richards Bay. Tracy and Kenneth bought the business to become the sole owners in 2004.

Today they not only own the Stellantis franchises, VW and Audi dealerships, but also BAIC and JAC in Richards Bay. It also owns the BAIC dealerships in Table View, Cape Town, and is looking at new premises in Ballito to accommodate its JAC brand and also bring BAIC to the coastal town.

The entrance and reception at the dealership in Richards Bay.
The brands sell and service vehicles at Midbay Motors’ dealerships in Richards Bay. Fiat is not sold, but serviced.
Jenine Yiannakakis with one of the latest additions to the dealership, Jeep.

The last word comes from Jenine. “We are a brand new team on the Peugeot Citroen Richards Bay floor, and we are committed to the success of this dealership. The addition of Jeep and Opel give us more opportunities to do business in various segments. The fact that Midbay delivers vehicles to other areas is an indication of the exceptional service we render. Without each and every one entering our door or calling in, we cannot sustain and be a great dealer floor,” she says.

  • Eddie Reid, who is well-known in automotive circles, has also joined the Midbay Group as a consultant in September this year. He owned a successful multi-franchise dealership, Tangawizi, which was bought by Motus Group. Eddie will assist the team at Midbay, guiding them through different channels and input in every department.

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