Rich family history at Hoek’s Toyota

With a history stretching back over 105 years with the fourth generation Hoek son now in charge of the dealership, this is probably the oldest family business in Swellendam. Add to that the fact that Swellendam is one of the oldest towns in South Africa and you can see why Hoek’s Toyota is such an impressive business.

To make this rich family history even more interesting, the business is still conducted from the same two premises opposite each other, which was used in 1917. If tradition is anything to go by, the fifth generation is waiting in the wings to continue the wonderful tradition with a Hoek running the business.

The management team at Hoek’s Toyota with three special Toyotas on the showroom floor – a Yaris GR, Supra GR and a Land Cruiser 300 GR Sport. Seen here are Willie Steenkamp (New Vehicles & Automark Manager). Warren Hoek (DP), Ruaan Huysamen (AfterSales Manager), Gerrard Hoek and Christopher Hoek.

This will take a while, as the current owner and Dealer Principal, Warren Hoek, has two sons aged 8 and 11 years. They both have a keen interest in cars like their dad Warren, his dad Gerrard, his grandfather Billy and the original founder of the business back in 1917, Tommy Hoek.

“My two sons come to the dealership even alternate afternoon to help in the wash bay cleaning cars. It is also where I started at the dealership, as well as my dad and grandfather doing the same for my great grandfather,” Warren tells Dealerfloor.

“Beginning on the bottom rung and then working your way up is the route we all followed. My father is retired now, but he’s still active at the dealership assisting and giving advice. The same applies to my uncle – my dad’s brother – Christopher Hoek, who has been the after-sales manager, now customer relations officer, attending to guests’ needs. There is always one Hoek at the dealership,” he says.

Hoek’s Toyota in Swellendam, adjacent to the historic NG Church with the Langeberg mountain range in the background.

Warren says they are enormously proud of the heritage of the premises from where they run the business. “Our buildings on opposite sides of the road are both considered heritage sites. Even with the evolution of the dealership and the requirements from manufacturers over the years, they managed to keep the historic value in place. During the early days when my great grandfather began his business, there was a huge wool shed on the property. We have managed to keep the original doors of that shed.

The staff of Hoek’s Toyota in front of the new Automark showroom. On the left in their museum is a 1978 Corolla 1.6 SR5 with 194 000 kilos on the clock. It was Warren’s first car. On the right is a 1980 Toyota 1200 bakkie. They sold the bakkie as new in 1981 for R4 268 and repurchased it a few years later. They also have a 1997 Hilux 2.8 Diesel Raider LWB bakkie that has done only 131 000 kilometres.

“Just before the COVID-19 lockdown two years ago, we decided to change the one side into the new Automark Facility for our pre-owned vehicles. It has made a huge improvement to our business, and we also have our own museum on that side.

“The museum houses some old vehicles and the business’s first tow truck from the forties. Over the years, that side of the premises was rented out to different businesses, while on the other side, the Ford dealership was established during 1920, and later a General Motors franchise followed by Nissan and in 1980 we got the Toyota franchise,” he tells Dealerfloor.

Like father, like sons. Warren’s two sons, Matthew and Thomas, are practising their Toyota driving skills in their miniature Hilux bakkies. They are the fifth generation of Hoek children.

“The year we got the Toyota franchise is also the first year Toyota became the top seller in South Africa. An interesting fact is that one of our employees, Gert Klaasen, who works in the parts department, has been working for us for 42 years . He started working at Hoek’s Toyota before I was born,” Warren says.

Gert Klaasen receives his long-service award from Henty Groenewald from Toyota South Africa Motors (TSAM).

On the topic of Toyota, Warren says they are now starting to see the first locally produced vehicles, after the Toyota plant in Durban re-opened after the floods on 12 April. “We are overly impressed with Toyota South Africa, not only for keeping us in the loop about the progress but managing to get everything on track again in the shortest possible time.”

“By far the majority of our clients were very patient during this time and the tremendous brand loyalty is remarkable. The agricultural sector is our main economic driver in Swellendam with huge canola and wheat production and a canola processing plant in town. Tourism also plays an important part and is slowly but surely recovering after the pandemic.

The 1948 Chev 3 Ton Lorry as it was known, in the museum at Hoek’s Toyota, was bought by Hoeks Garage as it was formerly known. Warren’s grandfather, Billy, went to the GM factory in Gqeberha (previously PE) to fetch the tow truck.

“We do a lot of repeat business. Some of the farmers in the area are third generation clients of Hoek’s Toyota. Our reputation and good name for over a century now, play an important role in our success story and Toyota’s popularity in Swellendam. They are also proud about the top award, the Toyota Vice President’s Award for Customer Experience, that the dealership has won. They also won the award many years ago,” Warren says.

“The success of the business is built upon honesty and integrity. The staff pride themselves by ensuring excellent teamwork between different departments, which takes the business to new heights,” Warren concludes.