The dealership, which opened towards the end of last year, marks a shift from its previous operation in Rosettenville which has been going since October 2015, where it functioned as a service and parts outlet, to a full dealership now based in Gleneagles.

It now operates alongside the iPOP motoring group’s existing GWM dealership of which David is also the DP, and serves customers across the greater Glenvista, Oakdene and southern Johannesburg area.

A key change at the new dealership is the addition of a dedicated sales division, led by newly appointed sales manager Warrick Greyvenstein. The team’s role is to focus solely on building the Mazda brand in a region where it has lost ground over the past decade. At its peak, Mazda sold more than 13 000 vehicles annually in South Africa, but that figure has dropped to around 2 700 units in 2025.

This decline has been linked to a shift towards a more premium positioning, which has brought higher prices and reduced volumes. At the same time, competition has intensified, particularly from Chinese manufacturers offering a wider range of engine options, including hybrids, along with more features at lower prices.

“I believe there is still a lot of room for recovery. The dealership aims to reach sales of around 15 new vehicles per month, supported by a loyal customer base that continues to return to the brand. Our aftersales service remains a strong point, with many customers relying on the dealership not only for vehicles purchased there but also for routine servicing due to its convenient location,” David tells Dealerfloor.

“There is also a focus on customers whose service plans have expired, with efforts aimed at retaining them within the brand. New products, including the latest version of the Mazda CX-5, a stalwart in the Mazda line-up, are expected to help generate renewed interest. While the brand currently offers only one hybrid model, we will have to see what the future holds,” he tells us.

David brings 26 years of experience in the motor trade, having started as a salesman at Hyundai before progressing to dealer principal roles at several dealerships. He has been with the iPOP group for more than eight years.

To support these efforts, the David introduced a dedicated sales team, recognising that increasing volumes requires a more focused approach.

The Sales Manager, Warrick Greyvenstein, who also has extensive experience, believes that building the brand will require a stronger presence in the community as well as a targeted marketing approach.

“Social media and local involvement are important tools in raising awareness of the Mazda brand and our new dealership. We want to reach buyer who value reliability, ease of use and practicality over excessive features,” he tells Dealerfloor.

He concluded by saying that Mazda’s naturally aspirated engines are known for their durability, balanced performance and efficiency, supported by a five year unlimited mileage warranty.

• Mazda South Africa said at the opening of the new dealership that it forms part of the brands national dealer development initiative, ensuring that customers receive consistent access to Mazda's vehicles, high-quality service, and strong aftersales support, regardless of location. The expansion of the dealer footprint directly reflects the brand’s strategic confidence in the South African market, the manufacturer states.