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Why nothing replaces getting behind the wheel
Every now and then something happens that reminds you why our industry continues to matter.
It happened to me recently while my own vehicle was in for a service. One of the new plug-in hybrid models had just arrived on the showroom floor. To be honest, I wasn’t particularly interested. It wasn’t a vehicle I would naturally have chosen and, if I’m honest, I wasn’t convinced by the styling either.
The dealer insisted I take it for a drive while I waited. I’m glad I listened.
Within a few kilometres my opinion had changed completely. The technology, the performance, the comfort and the value proposition genuinely surprised me. By the time I returned to the dealership, I wasn’t talking about what I’d read online or what someone else had told me. I was talking about my own experience.
It reminded me of something we often overlook in today’s digital world.
Customers have never had more information at their fingertips. They arrive having watched reviews, compared specifications, studied finance calculators and read countless opinions. That research is valuable and forms an important part of the buying journey.
But it is rarely the moment the decision is made.
The moment that really matters is when a customer sits behind the steering wheel, feels how the vehicle responds, experiences the technology for themselves and begins to imagine it in their own life. That is something no website, brochure or YouTube video can replicate.
As Ryan Seele recently wrote in his article on New Energy Vehicles, education remains one of the dealership’s greatest strengths. Whether explaining new technologies, helping customers understand total cost of ownership or simply giving someone the confidence to experience a vehicle for themselves, dealerships continue to play an essential role in helping South Africans make informed decisions.
The same principle applies beyond the showroom.
Programmes such as Motoring Mavericks demonstrate the importance of creating opportunities for people to experience our industry first-hand. Many young South Africans may never have considered a career in automotive retail until they step inside a dealership and discover the breadth of opportunities available. From sales and finance to technical services, customer experience, parts, marketing, leadership and business ownership, our industry offers rewarding careers that support economic growth while helping to build the skilled workforce South Africa needs.
Ultimately, whether we are welcoming a prospective customer into a dealership or introducing a young person to a career in automotive retail, the principle is the same. People need to experience something for themselves before they truly understand its value.
As we look ahead to the Dealer Satisfaction Index results this month, it is worth remembering that while products continue to evolve, our greatest competitive advantage remains unchanged.
People buy from people. The experience we create, the trust we build and the confidence we inspire will always be what turns interest into ownership.
And sometimes, all it takes is handing someone the keys and saying, “Take it for a drive.”
Continuing our series of international perspectives, we are pleased to feature another contribution from our colleagues at the National Automobile Dealers Association (NADA) in the United States. This month’s article reflects on the value of bringing people together through shared experiences and reminds us that, whether on the showroom floor or at industry events, meaningful connections remain one of the automotive sector’s greatest strengths.
I hope you enjoy this edition of the newsletter, and as always, we welcome your feedback and any article ideas you’d like to share for future editions.
Warm regards
Brandon Cohen
CHAIRPERSON
NADA
YOUNGER SOUTH AFRICANS ARE BUYING FEWER CARS THAN BEFORE
Younger South Africans are buying fewer vehicles than they were a decade ago. New insights from Lightstone Auto investigates how affordability pressures, rising living costs and changing transport choices are influencing purchasing decisions, while also highlighting the growing appeal of Chinese brands among younger buyers.
Read the full article and insights by clicking on the Read More link.
TRANSUNION SOUTH AFRICAN
Q1 2026 MOBILITY INSIGHTS REPORT
Understanding the forces shaping South Africa’s automotive market has never been more important. Now in its fifth edition, the TransUnion South African Q1 2026 Mobility Insights Report provides valuable quarterly insights into the economic trends, consumer behaviour and market shifts influencing the industry.
Designed for OEMs, dealerships, vehicle financiers and insurers, the report offers practical intelligence to help stakeholders identify emerging opportunities and make informed business decisions.
Click Read More to access the full report.
BUILDING TRUST BEYOND THE SHOWROOM
NADA is strengthening its connection with South African consumers by taking a more visible role at public events and consumer exhibitions across the country. By engaging directly with motorists, the association is raising awareness of the value of buying from accredited dealerships and reinforcing the trust, professionalism and accountability represented by the NADA and RMI decals.
Read the full article to discover why consumers are increasingly being encouraged to “look for the decal” when purchasing their next vehicle..
NOT EVERYONE LOOKING FOR A TECHNICAL CAREER SHOULD GO TO UNIVERSITY
As vehicles become more advanced, the demand for highly skilled automotive technicians continues to grow, yet too few young people are pursuing technical careers.
In this thought-provoking opinion piece, Ford South Africa’s Kevin Heunis argues that vocational education should be viewed as a first-choice career path rather than a second-best alternative.
He explores why industry, education and society must work together to develop the next generation of technicians equipped for an increasingly digital automotive future.
Click Read More to enjoy the full opinion piece.
WHAT CAN THE FIFA WORLD CUP TEACH US ABOUT THE AUTOMOTIVE INDUSTRY?
By Joe Fleming, Manager, Industry Relations, NADA, USA
Every four years, the FIFA World Cup demonstrates the power of bringing people together through a shared passion. According to NADA US, the automotive industry experiences something similar each year at the NADA Show, where dealers, manufacturers and industry leaders from around the world come together to exchange ideas, explore emerging trends and strengthen relationships. In this month’s global perspective, NADA US reflects on how collaboration, knowledge-sharing and international connections continue to shape the future of automotive retail.
Click Read More to enjoy the full article.
