New Ford dealership unveiled in Johannesburg

Ford is pioneering a new era for its dealer network in South Africa with the launch of the new Joburg City Ford dealership in Newtown, in the heart of Johannesburg’s bustling economic hub.

Besides being the latest addition to the Ford dealer family, the launch of Joburg City Ford represents the dawn of an entirely new customer-centric design concept for the brand’s dealers.

“We are delighted to welcome Joburg City Ford to the family, located in the vibrant and colourful Newtown precinct of the Johannesburg CBD,” says Dr Casper Kruger, managing director of Ford Motor Company Sub-Saharan Africa Region.

“Joburg City Ford proudly embodies the next step in Ford’s evolution, and is the first dealer to deliver an exciting new Ford corporate identity and automotive retail experience focused on placing our customer first at all key touchpoints, from the moment they enter the door through to the way they are able to interact with the dealer and its staff,” Kruger states.

“Today’s customers are increasingly sophisticated, business-minded and savvy, and the launch of this new dealership design represents how Ford is adapting to a fast-paced and rapidly changing marketplace. It embodies our vision of designing a vibrant, innovative and digitally connected dealership that delivers a fulfilling sales and service experience, elevating the customer’s vision and appreciation of the Ford brand and product offerings.”

Joburg City Ford is owned by experienced motor industry entrepreneur Stephen Nale and was constructed through a joint venture with Atterbury, Old Mutual Properties, and Stephen Nale Properties. “Newtown is people-centered, accessible and celebrates the cultural diversity of South Africa, making this the perfect location for Joburg City Ford,” Nale says.

“We designed the dealership to create a contemporary masterpiece using materials that blend into the urban design fabric. The use of modern materials contrasts with the conventional, thus providing a sense of belonging to the broader Newtown development,” he adds. “This is a shared celebration and achievement with the people who joined us on this journey, and I look forward to many years as part of the Ford family.”

While setting new trends for design and customer-oriented comfort and convenience, Joburg City Ford is also environmentally conscious and sustainable. Eco-friendly trends were adopted throughout the development, including water harvesting and the use of extensive glazing to reduce the reliance on artificial lighting.

Taking cognisance of South Africa’s water scarcity, the water from the wash bay is recycled and utilised for irrigation and in the ablution and sewerage facilities.

Dealer principal Johan Bonthyuzen has been extensively involved in the project, and proudly leads the team at Joburg City Ford. “My vision is to be the number one Ford dealership in South Africa through the delivery of exceptional customer service, transparency with both customers and staff and creating a favourable work environment for all employees”.