In a recent Forbes study, it was again confirmed that it can cost a business up to five times more to acquire new customers, as opposed to retaining the ones you have.
It is startling to see that 44% of businesses still have a greater focus on getting new customers versus 18% that focus on keeping them. Research done by Frederick Reichheld of Bain & Company in fact shows that by increasing customer retention rates by 5%, it increases profits by 25% to 95%.
The Directors at Secunda BMW understand this concept fully and recently celebrated one of their favourite and most loyal customers, local attorney Evert Underhay, who has purchased no fewer than 15 cars from them since 1993.
According to Jacques van der Westhuizen, Dealer Principal and co-owner of Secunda BMW, providing customer service to a buyer on the day of purchase, with some aftersales follow-up and ensuring good service at the workshop are basic rules.
“However, to make sure we keep our customers coming back, we just love giving them the best interaction with us that we can… every.single.time,” he emphasises. “It doesn’t matter if they call any of our employees on a Monday morning first thing, or on a Friday afternoon after we have closed, we always treat them as friends, because that is what they have become.”
Underhay concurs, stating that he cannot fathom being disloyal to Van der Westhuizen and the BMW team. “Just the idea of buying a car from another dealer gives me an anxiety attack,” he told Dealerfloor. “I am a super BMW supporter, had the opportunity to visit the BMW museum in Munich, and I have owned a variety of models over the years, but I can say with all honesty that it is the treatment I receive at Secunda BMW and from Jacques that keeps me coming back.”
Showpieces from a previous era will leave visitors breathless at this year's George Old Car Show that will be held on Saturday 14 February at the Eden Technical High School in the Western Cape town.
After months of speculation Nissan announced it will no longer manufacture vehicles at its plant in Rosslyn outside Pretoria. Instead Nissan products will going forward be imported and the Rosslyn plant will be sold to Chery SA.
South Africa’s vibrant creative scene is set to take centre stage once again as Mahindra Fusion Fest 2026 makes its highly anticipated return.
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You can't buy happiness but you can buy cars and that's kind of the same thing.
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“I am an electric vehicle convert, and it took me two years to secure the franchise rights of the EV brand I most admire and have been driving for some time, BYD,” says Marius du Toit, Managing Director of the 4Wheels Motor Group, which has several other dealerships of different brands in its portfolio.
We are ready to take the Audi nameplate to new heights in the province through Audi Centre Polokwane, the new flagship dealer in this region.
Geely Auto South Africa is preparing to take its rightful place in the local automotive market, with 33 dealerships already operating within a month after the Chinese auto giant’s return to the country.
