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.”
Salvador Caetano South Africa, the official importers and distributors of GAC Motor, unveiled the GAC M8 Master earlier this year with its striking showcase of GAC’s design prowess and electric innovation.
In an official media statement, the implementation of the Administrative Adjudication of Road Traffic Offences (AARTO) was postponed to 1 July 2026.
Richards Bay’s aluminium sector is set for a major boost as South32’s Hillside Aluminium partners with the Automotive Industry Transformation Fund (AITF) and the Department of Trade, Industry and Competition (dtic) to channel approximately R200 million in concessional funding into Bingelela Alloys.
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If you are not taking care of your customer, your competitor will.
Bob Hooey
With year-to-date passenger car sales continuing to show great strength, the National Automobile Dealers’ Association (NADA) is emphasising the importance of understanding the different vehicle finance options available to ensure buyers make the right decision that suits their bespoke needs.
RDM Logistics, a family-owned South African cross-border transport company, took delivery of its 100th truck from New Vaal Motors Commercial Vehicles, marking a significant achievement in its growth journey.
Frustration with vehicle licensing offices owing to a lack of service delivery is nothing new, but in the Vaal Triangle it boiled over, especially for car dealerships whose business relies on vehicle registrations.
