A new dealership has opened its doors in Paarl in the Western Cape – exactly 75 years after its original parent company started doing business.
Mahindra Paarlberg is the first and only Mahindra dealership in Paarl and was established by BMW Paarlberg owner and Dealer Principal, Karl Dahl, who opened a Mahindra branch in Worcester two years ago.
“We saw an opening in the market for Mahindra and opened the dealership in Worcester in 2018. It was extremely successful, and as I also own and run the BMW Paarlberg dealership here, it was a natural extension,” says Dahl.
Dahl, who also acts as DP for the new Mahindra dealership, says Mahindra is currently one of the fastest growing brands in South Africa.
Jacques van Loggerenberg is the general manager permanently on the premises, while Dahl travels between his businesses, which will soon also include a Bosch workshop for out-of-warranty vehicles.
“My job here at Mahindra Paarlberg is to ensure all departments run smoothly, but my main focus is on new and used vehicle sales,” says Van Loggerenberg.
He is supported by sales executives, Lizle Witbooi and Stephan Snyman.
“We also have O’Brien Patients as manager for the Service Department, and Eugene Morkel as Parts Manager. F&I will be handled by Linda Otto,” says the GM.
Lucia Hammond (Service), Anita Engelbrecht (Warranties) and George Stols, Workshop Production Manager are also on the permanent staff, with Sonja Rheeder as Financial Manager and Elsabe Bezuidenhout the Mahindra Paarlberg Stock Controller.
“We maintain a full fleet of new Mahindra models from the entry-level KUV100 K2+ up to the K6+ and K8+, the XUV300 cross-over series in W4, W6 and W8 format, Mahindra’s SUV offerings called the TUV300, S11 Scorpio and the popular Bolero as well as the XUV500 full-size SUV, the Pickup S4 in single-cab, drop-side and loaders format, the S10 and S11 double-cab range and the Maxitruck plus,” boasts Van Loggerenberg.
“We currently have a range of demo vehicles in stock, including the Mahindra THAR Adventure 4x4. All our pick-ups and SUV models are available in 4x2 or 4x4, depending on customers’ needs.”
As brand-new dealership with no history in Paarl, the Mahindra Pik Up seems to be the most popular and is the current top-seller.
“Our business has just opened, so we will have a better idea of sales volumes by the beginning of next year. We are in a great area and offer a fantastic product range. I honestly believe that we are going to reach similar sales to those made by medium and mega dealerships,” says Van Loggerenberg, adding the same goes for their after-sales performance.
“At the moment we are a team of 12 and will expand as soon as sales pick up. Our products offer amazing value for money. Mahindra offers a great class of vehicle with an average price, but our vehicles offer standard specifications only found in higher class and more expensive vehicles from most other manufacturers.
“Mahindra is one of the fastest growing brands in the world with a wide variety of products for young and old, every opportunity and anything from city life to urban adventures, including the 4x4 enthusiast. Our vehicles are affordable, and we now offer a service and parts department for everyone in the vicinity.”
As we all know, the profit of a motor dealership comes from several areas and each of them needs to be monitored closely if you want to ensure that your dealership performs well.
The bakkie war has intensified with the local launch of Mitsubishi’s next-generation Triton, an evolution in the iconic bakkie’s 46-year legacy.
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.
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You can't build a reputation on what you are going to do.
Henry Ford
As we all know, the profit of a motor dealership comes from several areas and each of them needs to be monitored closely if you want to ensure that your dealership performs well.
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.
One of the latest Chinese automotive brands to establish itself in South Africa, GAC Motor, is benefitting from the expertise of well-known motor groups in the country, like the BB Motor Group.
