New Kelston DP embraces small-town life

Thankfully for Simon Ward, a 45-year-old father of four, he has yet to experience the phenomenon he knows all too well.

The recently appointed Dealer Principal of Kelston Toyota arrived in the Eastern Cape town five years ago.

“Kelston and Cradock have both become close to my heart, and I cannot think of one without the other,” he says.

Simon took over the reins of the dealership on 1 June after former DP, Stephen Meyer, was appointed to another position within the Group.

While the Gqeberha native served as New-Vehicle and Automark Manager under Stephen, their relationship had been forged decades earlier.

“I have known Stephen from my first day in the motor trade,” Simon remembers. “He has taught me to understand, channel and use emotional intelligence to lead from the front and ‘gooi kole’.”

He also attributed much of his rise through the ranks to the “McNaughton factor” – the Kelston Motor Group’s founding family.

Former managing director and patriarch, Mike, taught him to “make sure the small things are right” while current MD Peter and financial director Sally have continued in much the same vein.

Simon started out as a sales executive for Toyota in Nelson Mandela Bay. He later added fleet sales to his skill set, which led to a 16-month journey exploring several different makes of vehicles.

Upon his return to the Japanese brand, he was tasked with growing that side of the business. He was later promoted to new-vehicle sales manager.

He was “enticed” to play the same role at Kelston Toyota in Cradock by then DP, Dave White, and switched from metro to small-town living in 2019.

“Cradock is a close-knit community, yet they make one feel right at home,” Simon says.

They relished every opportunity to get involved with local organisations and sports clubs such as golf, cricket, tennis and bowls, he says.

The business has also fostered a strong relationship with the Hoër Landbouskool Marlow.

Simon explained that the town boasted many small businesses that had emerged over generations simply because people in small towns tended to have one another's back.

“Therefore, it is vital that we reciprocate this within our community.”

The new DP's immediate goal for the dealership is to build on the foundation of the One-Team Attitude, which they embrace.

Creating a good vibe for its 21 staffers and clients alike, an innovative mind-set, customer-centricity and service exceeding expectations are also top priorities.

Ward says the Hilux, which traditionally had a big following among the community, was expected to continue thanks to the “face-lifted” double cab.

The town’s brand loyalists are also buzzing about the new-generation Prado and the addition of the 2.8GD-6 to the Land Cruiser stable.

With one in every four new vehicles sold on these shores manufactured by Toyota, it has been South Africa’s market leader for 49 consecutive years.

And if Simon has his way, it will be 50 not out soon.