With more than two decades of experience in the automotive retail sector and 11 years in the banking sector, Riyaaz Slarmie, Dealer Principal at GWM and BYD in Woodmead, is a go-getter driven by a genuine passion for people and success.
Currently, in his seventh month leading two dealerships in the Hatfield Motor Group stable, Riyaaz is based in Woodmead in the greater Sandton area, a bustling automotive hub that accommodates a variety of brands from the group, including Ford, Mazda, Omoda, Isuzu, Mahindra, as well as GWM and BYD.
For Riyaaz, leadership is rooted in a simple yet profound belief: a happy workforce is a productive one. “Happy people do great work,” he tells Dealerfloor. “In our business that translates to selling vehicles and providing exceptional after-sales service.”
A central aspect of his leadership philosophy is understanding the diverse motivations that drive his team. “People are motivated by different factors, whether it is financial incentives, time off, or recognition,” he explains. “As Dealer Principal, it’s my job to ensure I know what keeps my staff engaged and satisfied.
“Another important aspect is allowing staff to function autonomously and taking the initiative within the framework of our policy. At Hatfield Motor Group, we promote an environment where staff are empowered to achieve this,” Riyaaz tells us.
What excites Riyaaz is GWM with diverse product ranges like Haval, P-Series, Tank, Jolion and the all-electric Ora in its portfolio. The vehicles span a broad price range, from around R400 000 to over R1 million, and include SUVs, bakkies, hybrids and fully electric vehicles. “This allows us to cater to a wide array of customers,” he notes.
He previously worked in various roles with a German manufacturer and is enthusiastic about the growing recognition of Chinese automotive brands, particularly GWM. "There is a perception that Chinese vehicles only compete on price based on substandard workmanship. That is no longer the case. GWM is competitive across every aspect, from quality to innovation, and we are proving ourselves to be a serious contender against legacy brands.
“GWM is not one of the new kids on the block with the brand being here for many years with an established track record. Our long-standing presence gives us an advantage in terms of brand recognition and customer trust,” according to him.
Asked what he considers the biggest challenge selling GWM vehicles, Riyaaz mentioned the traditional saying in the automotive industry ‘getting bums in the seats’ referring to the need for potential buyers to physically interact with the vehicles.
“That has always been the name of the game, but these days the challenge is how to achieve it. Riyaaz tells Dealerfloor social media plays a critical role in getting their message out. “We tailor our messaging for different platforms, as each audience has unique needs and preferences. It is all about striking the right balance and ensuring that when people are ready to test drive, we are top of mind.”
Riyaaz concludes: “We are not just here to sell cars. We are here to build relationships, deliver exceptional service and provide vehicles that exceed our customers’ expectations… That is the Hatfield Motor Group way.”
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