New Mazda Cape Town City aims to put iconic brand back in the spotlight

So, says Danie Snyman, Dealer Principal at the brand-new Mazda Cape Town City, which opened its doors for business two months ago.

Located in a multi-storey office block, the new dealership offers a unique look and feel that is not typical of a new vehicle dealership.

It is situated in Christiaan Barnard Street in the Foreshore and, apart from its own distinctive entrance and showroom floor, its backroom functions form part of a larger multi-franchise setup within the Mekor Group. Brands such as MG, BYD and Honda are located elsewhere in the office block complex.

Mekor is a large, independently owned motoring group with its focus in the Western Cape.

“Once you are in, we have a pathway to a central aftersales services department for all our brands, but from the outside we do have a distinct presence that you cannot overlook,” Danie tells Dealerfloor.

Mekor Motors also own and operate two other dealerships, Mazda Tygervalley and Mazda Claremont. Together, the three Mazda dealerships form the backbone of the legacy brand's operation in the greater Cape Town area.

“We know that legacy brands came under pressure for various reasons over the last decade or so, but it does not detract from the fact that we have a good product range and there is a new drive from the brand in the country to do much better than before,” he tells Dealerfloor.

“I mentioned the new CX-5 and this is a new-generation product with all the necessary technologies that are required and popular these days, especially when looking at Chinese competitors. The rest of the Mazda range will undergo similar renewal in due time and that, combined with the brand's reputation for reliability and comfort, will have a huge influence on its popularity,” he tells us.

Danie says the new dealership's location is perfect for Mazda owners working in the city to drop off their vehicles for a service or repairs. “Although we will attract owners from nearby suburbs, where we are located makes it convenient for city workers.

“To get the message across will take a concerted effort, driven by a social media campaign and other forms of engagement. It is of the utmost importance for us to get ‘bums in the seat’, as the expression goes, for people to feel, touch and drive the vehicles.

“Yes, Mazda owners know, but the new CX-5 represents a new dimension for them too. For someone looking for a new vehicle who has not been part of our Mazda family, it is just as important to get them behind the wheel,” Danie says.

“Between the three Mazda dealerships, we have the experience and know-how to keep the vehicles on the road. Add to that, our relationship with Japanese manufacturers is also first class, as we have been simultaneously dealing with another legacy brand for many years now,” he tells us.

Danie says the new dealership and the expansion plans in the group's portfolio are tied together with Mekor's reputation for first-class customer care, which is a core value.

Danie, who has a strong accounting background, joined the automotive industry in 2004 and held various roles at different Mekor dealerships. After a five-year stint elsewhere, he returned to Mekor.

He was appointed Dealer Principal in 2024, overseeing not only the Mazda dealerships but also other brands connected to the multi-franchise operations where the Mazda dealerships are located.

He concludes by saying that the Mazda dealerships will continue to grow as new and competitive products arrive, while Mazda's inherent reputation for reliability and retaining resale value remains a strong factor. “Add to that a strong marketing campaign and competitive pricing and we could see the brand flourishing.”

• Mekor is a large, independently owned motoring group with its focus in the Western Cape, selling 11 new brands as well as motorcycles. It also has a large used vehicle selection and fleet division. The Chairman and Owner is Eric Scoble, who has led the group since its founding in January 2001. The Managing Director is Dawie Krynauw, who handles the daily operations and executive management of the group, while Chris Scoble serves as Executive Director.