Another proud association comes to fruition! A hive of activity has characterised the last few weeks, but finally the magnificent new Newtown BMW and Ford car dealerships developed by Atterbury for owner Stephen Nale have opened their doors. We hear from the man himself how the process unfolded

 

The BMW dealership opened on 1 November and the Ford dealership a few days later on the 6th… how do you feel right now?  It’s quite an achievement to open two dealerships in a week; how did you prepare for this?

I feel excited and great at this moment. This is not just about my own success or the business’s own success but rather a shared celebration and achievement with the people who joined us on this journey and trusted us to get involved in an industry where most people and business reviews are sceptical.

The day finally arrived and I am excited to take on any challenges and learnings that may come as a result of the move. The journey has not been an easy one but with a team that is dedicated to ensuring that the vision is realised it has been a pleasant one.

You are the owner of both dealerships and the joint-venture partner in the development, am I right?  How did you cross paths with Atterbury and come to work with them on this project?

Yes, the property wing of my business, Stephen Nale Properties Pty (Ltd), has a joint venture with Atterbury and Old Mutual Properties.

While looking for land to build the BMW dealership, I became interested in our current location (which belonged to Transnet) and Atterbury happened to be developing the land adjacent to our current location. Through referral from Transnet I was introduced to Atterbury’s management team.

Did you have other dealerships before and how did this Newtown development come to be? Can you share a bit more about your own business history – where you started out and how you landed up in this industry.

I started my career in the motor industry in 1985 and have experience in various facets of management within dealerships, beginning with branch management and working my way to partnerships. After a short stint with “a French brand” and with BMW’s main competitor, in 2008, I returned to my true passion and first love – BMW. I returned to the brand by purchasing Joburg City Auto, and am actively involved in running the dealership. In 2013 the dealership reached its five-year milestone and still enjoys the status of being the only 100% black-owned BMW dealership in South Africa.

Why Newtown, and why BMW and Ford in particular?

Newtown has a distinctive competitive advantage because of its pivotal location at the centre of the city. It is also a chief public transportation hub connecting all major means of transport such as rail and bus services running into the city centre. It is also people centred, accessible and celebrates cultural diversity. It is ideal for residents, tourists, workers, and even the entrepreneurs and learners. This is something that has made investment property desirable in Newtown. This project has allowed the creation of jobs for the community and we are happy to have had a hand in the economic upliftment of the Newtown precinct.

BMW is where I started my career and it’s been a natural progression and the realisation of a long dream; and as for Ford, this is a challenge to get me out of my comfort zone. It was necessary for Ford to take its products closer to key markets, so that it could maintain its position as the market leader in the country. This is a world-class fully-fledged Ford dealership with the latest corporate identity, and the first Ford dealership in the city.

What has been the biggest challenge in getting to the finish line on time, and how did you overcome that?

Both dealerships are the first with the latest corporate ID and to ensure that best standards were met, equipment and furniture were imported. Customs delays which are beyond our control made it challenging to ensure that when staff arrived they’d have workstations. Under the circumstances we’ve done well.

What makes these dealerships unique, and what do you see as your main marketing angle? Do they differ for the two dealerships?

Some businesses are successful because the owners and/or staff have genuine charisma. As a result, people naturally gravitate to and trust them. In a business of this nature, the people “become” the dealership. They are the brand. They are what drives customers through the door and keeps them coming back. This is how I’ve led BMW and the same style and leadership will be carried through to Ford.

Did the architect incorporate any specific modern trends which you’d like to highlight?

The architect created a contemporary masterpiece using materials that blend into the fabric of the urban design. The use of modern materials contrasted with conventional, provides a sense of belonging in the broader Newtown development. Environmentally friendly trends were adopted throughout the development, such as water harvesting and the use of extensive glazing to reduce the reliance on artificial lighting.

What is your personal favourite aspect about the new dealerships – design wise, or anything else?

I like how each dealership has its own character and unique features. Although both were designed by the same architect, each dealership has its own unique feel and fantastic ergonomics.

What’s next after the opening on Monday? Do you have specific activations/promotions planned for the festive season?

The official launch dates are 16 November for Ford and 23 November for BMW. The events will host MDs, bankers and investors on the project. We have dedicated a week-long open day for our customers where they’ll have the opportunity to tour the facilities.