Unlike in the past, when dealerships primarily waited for customers to come to them, we now take a more proactive approach, bringing our vehicles directly to places where people gather, allowing them to experience the product first-hand, including offering test drives,” says Gerrie van der Kaay, Dealer Principal at Supergroup Dealerships Jetour Midrand.
“To capture customers' attention when introducing a new brand, location plays a crucial role. Our Midrand dealership, positioned at the busy intersection of New Road and Lever Road, ensures high visibility as it's frequented by many passersby. This strategic location helps to raise awareness of the Jetour brand,” he adds.
“Additionally, hosting exhibitions, client events and engaging with the local community are key to establishing Jetour as a household name. Being part of a respected motor group like Supergroup is also a significant advantage in building trust and recognition,” Gerrie explains to Dealerfloor.
Mellissa Grobbelaar, Supergroup Dealership’s Regional Marketing Manager, who oversees Jetour and several other brands within the group, shares a similar perspective.
“We launched a successful pre-launch campaign to introduce Jetour to potential customers, focusing on showcasing the brand through digital and radio platforms to maximise reach.
"At present, we operate three Jetour dealerships in Midrand, Rustenburg and Mbombela. Each dealership runs its own tailored marketing campaign, and the interest from potential buyers has exceeded our expectations. In the first two months of business, Jetour South Africa sold 568 vehicles across our dealership network, with our dealership contributing a significant portion,” she says.
Mellissa further explains that the Jetour dealerships are embedded within multi-franchise environments but maintain distinct spaces to ensure each brand’s identity is preserved. “In Midrand, Jetour shares a premises with our Stellantis dealership, while in Mbombela and Rustenburg, we share with our Volvo dealerships,” she adds.
Jetour is also committed to corporate social responsibility, recently announcing its strategic partnership with the Cheetah Conservation Fund (CCF). As part of this collaboration, Jetour will support the care of two orphaned, non-releasable cheetahs annually and provide official vehicles to assist in improving cheetah habitats.
Gerrie tells Dealerfloor, that both the Jetour X70 Plus and the Dashing have proven to be popular choices, offering great value for money. “The high specification of both models, combined with their exceptional build quality, offers a level of luxury that can compete with any European brand.
“What is also impressive, is the speed and efficiency of Jetour's operations. Just a year ago, investors met with Jetour officials at an auto show in China, and within six months, we had 40 dealerships in the country and two product ranges. Next year, we’ll be launching the larger T2 SUV, with more models to follow in the future.
“Selling Jetour is not difficult,” Gerrie adds. “Given the intense competition and the influx of new brands into the local market, the key is to get our products in front of people. We need to make Jetour a household name and build customer confidence, supported by Supergroup Dealerships' legacy of exceptional customer service and a commitment to earning our clients’ trust.”
Dealerships and dealer groups will recognise several of the themes raised at the Automechanika Johannesburg CEO Breakfast, from an ageing vehicle fleet and growing Chinese brands to affordability and finance.
Visitors at this year’s Automechanika Johannesburg should make sure not to miss Dealerfloor’s sister publication, Body Shop News Africa’s stand in Hall 2, where a very rare, restored Jaguar will be on show. The 1968 Jaguar Type S, known to its owner as “Greenie”, is valued at R370 000.
South Africa's automotive market is experiencing a growing influx of Chinese vehicle brands, with manufacturers introducing new marques, expanding their model ranges and establishing dealership networks across the country.
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Have you ever noticed that anybody driving slower than you is an idiot, and anyone going faster than you is a maniac?
George Carlin
When Cobus Coetzee (photo) accepted the opportunity to join the Morgan Group in Upington, he had to weigh up more than a new position. The move meant exchanging the West Coast’s cooler climate and seaside lifestyle for the Northern Cape’s desert heat, while taking responsibility for a multi-franchise operation spread across several premises.
Dealer excellence was recognised at the Mahindra South Africa Dealer Conference Awards Evening, where dealerships were acknowledged for their performance across retail sales, commercial vehicles, customer satisfaction, aftersales and other areas of the business.
To turn the fortunes of a dealership around from one not firing on all its cylinders, so to speak, to one of the top five dealerships in the country and now the top Dealer of the Year, is testimony to what can be achieved with dedicated leadership.
