Buyers look beyond sticker price in car purchases
South African car buyers are increasingly considering the full cost of ownership rather than focusing solely on the showroom price or monthly instalment.
- Dealer News
- 12 September 2026
Wilfried Porth is the new Chairman of the Board of Directors of Mercedes-Benz South Africa. He follows in the footsteps of Dr Joachim Schmidt who retired at the end of 2022.
Commenting on the Board of Directors’ changes, Chief Executive Officer of Mercedes-Benz South Africa and Executive Director Manufacturing, Andreas Brand, says: “Good corporate governance remains the cornerstone of our business.
“The appointment of Wilfried affirms our commitment to ensuring that our business practices and way of operating are in line with our philosophy of corporate governance. His outstanding experience will support MBSA’s continued efforts to deliver on our business sustainability strategy,” says Andreas.
Prior to serving as Chairman of the Board of Directors of Mercedes-Benz South Africa, Dr Schmidt served in various roles within Daimler AG for more than 34 years. He studied mathematics at the University of Stuttgart, where he obtained his science doctorate in 1976. In 1979, he joined what was then known as Daimler-Benz, working initially in passenger car development and thereafter, for over 20 years, in various sales and marketing management positions. He was a member and Chairman of the Board for a period of 9 years.
Wilfried has 36 years’ working experience in various locations such as Europe, South America, South Africa, Japan and the USA. He has served on various Management and Supervisory boards as a Member within several corporations. His experience spans across production, research and development, sales and human resources.
Commenting on his appointment, Wilfried Porth said: “I am honoured for the opportunity to serve as Chairman of the Board of Mercedes-Benz South Africa. I am thankful to my predecessor, Dr Schmidt for leading the way and for laying a solid foundation. I am delighted about the journey ahead. On behalf of Mercedes-Benz South Africa, we would like to thank Dr Schmidt for his leadership over the last 9 years.”
South African car buyers are increasingly considering the full cost of ownership rather than focusing solely on the showroom price or monthly instalment.
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