A brand-new, state-of-the-art facility and the addition of more brands are the secret to Westvaal’s success story in Secunda, Mpumalanga.
The new multi-franchise dealership in a business park complex, opened its doors last year and now also includes a range of brands from Stellantis.
“We have added on the Stellantis side, Peugeot, Citroën, Opel and Jeep to our existing range offering from Hyundai and Isuzu,” says Philip Luwes, Dealer Principal of Westvaal Secunda.
“Originally, we started as a GM dealership in 2012 and when GM left the country, we were left with only Isuzu. In 2018, Westvaal bought the Hyundai franchise in neighbouring Trichardt, which we moved to Secunda. Last year, we added the Stellantis brands to our portfolio with the opening of our new dealership,” Philip tells Dealerfloor.
“We have already seen an increase in demand for our after-sales services. Our new facility is located close to Sasol, where most of our customers work. The higher visibility and practicality for customers are definitely paying off as well as the addition of the new Stellantis brands. In an effort to have a ‘greener’ dealership, all water is recycled for use in different ways, including rainwater.”
“The French brands’ footprint is not that big in Secunda and the surrounding areas, which we service. We put in a tremendous effort to grow the brands to increase the car parc, and customers are beginning to realise this. Especially the high-end smaller Peugeots are currently doing very well if you consider that these brands have been available in Secunda for roughly four months now.”
Philip says that the new premises for the multi-franchise make provision for one big workshop. “The showroom floor is huge with each brand having its own space, although the brands are together under one roof. The sales teams can cross sell, but we have a brand manager for each brand (the Stellantis brands are together as one).
“Most of our business comes from Secunda itself, which is owing to the steady growth of the town. The influence of Sasol and the related industries is the main contributor to the growth. We have a number of fleet customers who, although they might have bought their vehicles elsewhere, have them serviced with us,” says Philip.
He tells us his career started at Westvaal in Potchefstroom when he was still a student at Northwest University. “I started working at the local Westvaal dealership during holidays in different departments. I eventually became a full-time salesperson. In 2010, I was appointed Sales Manager at Westvaal Menlyn and in 2012 as DP of Westvaal in Secunda.”
Philip says on the Isuzu and Hyundai side they have won various accolades over the years and with the new facility and new brands, he believes they will do well in the future. “I am very optimistic and our increased product offering, which covers many different segments, will play a major role in our success.”
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