We are just as strong as our weakest link, the saying goes. That is why Mohammed Kayat (photo), Dealer Principal at GWM Bruma, says their success of being crowned GWM Dealer of Year, makes him extremely proud.

“It is the result of ensuring that all team members are on board delivering the best and strongest performance of what they have to do. With this approach, operating as a team, we form an unbreakable chain delivering consistently across the board. And that consistency is the key to success,” he tells Dealerfloor.

GWM Bruma just scooped up the overall GWM Dealer of the Year Award, also winning the large category Dealer of the Year, CSI Dealer of the Year (large), Best Dealer Principal of the Year (large), best Service Manager (large), runner-up in best Parts Manager (large) and runner-up selling parts exceeding R1 million.

GWM Bruma is part of the Bruma Group consisting of Nissan, Renault, Chery and GWM. The group has been around for decades, family owned in the beginning, but in later years splitting up into different groups with Bruma probably the most well-known.

“I have been with the original group for the last 25 years, and I am now in charge of the new kid on the block, GWM, which we opened up during 2022. Our Nissan dealership was the first to win awards in 1997 and has subsequently won numerous awards over the years as is the case with our Renault dealership taking the Dealer of the Year award in the medium category for 2023.

“Winning is in our blood, and even if GWM is relatively new to us, our years of experience, customer relations and good reputation proceed us, so to speak. Most of our staff have been with us for decades, and their relationships, experience and knowledge are unmistakably fundamentally part of our success story,” Mohammed tells us.

He says he cannot overemphasise the relationship between the team from top to bottom. “Yes we’ve become like a family and the well-being of each and every staff member is important to all. With that said, that unique relationship between everyone here, resonates in our relationship with customers, it inspires confidence and stimulates business.”

Asked about the sales success of the GWM brand, Mohammed emphasises the fact that the product range covers a wide spectrum of vehicles, catering for a variety of customers.

“Customers are not buying down a term often used when referring to Chinese vehicles. Customers are shifting to affordability with the same and even more features for less money. The South African middle class has become more price conscious today as economic restraints in the country force them too,” Mohammed tells Dealerfloor.

And what about the future? “Well, in terms of the Dealer of the Year competition, I told the team we have now set the benchmark and have to up our game and make sure we remain consistent as that is the key to our success,” Mohammed concludes.