Tyremart celebrates a year on the Sunshine Coast
’People come first’ - valued customers and staff - at owner-managed franchise
Accessible, clean, well-organised and putting people and their needs first are keys to the success Tyremart has enjoyed since setting up shop in Port Alfred.
Since opening the business on the corner of Horton Road and the R67 from Bathurst just over a year ago, Tyremart has been embraced by the town and surrounding farming community.
Conveniently located at the entrance to the town’s industrial area, the workshop and reception area offer access away from the CBD’s hustle and bustle.
It’s open and airy, with plenty of safe parking.
Owner Robert van der Merwe emphasises that though this is a new branch, it is an extension of their operations in Makhanda – a longstanding family-owned business.
“It was a good decision that’s served our customers and the business well,” Van der Merwe said.
“We’ve been welcomed and complimented by all new customers.
“We’re grateful to be embraced by this community.
“And Port Alfred is a very different economic environment.
“For one, the municipality is functional, and there are noticeably more small business owners.”
Tyremart’s Port Alfred operation services customers the length and breadth of the Sunshine Coast, from Alexandria and Boknes to the west, to Kleinemonde and Fish River in the east.
Van der Merwe emphasises that as part of Len’s Auto, Tyremart Grahamstown and its Port Alfred operation are a family business.
“We’re not corporate, we’re an owner-managed franchise and we have a very strong culture of doing things properly and focusing on our customers, and our staff,” Van der Merwe said.
“We focus on our tools, our skills and our store, and we operate on the principle that when you come in as a customer, we’re on show.
“So our job is to be ready, skilled and prompt.
“And to communicate well: that’s really important.
“If we don’t deserve your business then we shouldn’t have it – and we will never run away from any issue or customer query.”
Confirmation that Tyremart has what it takes to pass muster with a no-nonsense community that quickly sorts the wheat from the chaff is their “phenomenal” success at the 2023 Bathurst Agricultural Show.
“Of course, that’s largely because this year’s show was such a success,” Van der Merwe pointed out.
“But it worked so well for us that this year we’ve booked another 100m².”
While farmers have the option to use either outlet (Makhanda or Port Alfred), the emphasis at next year’s show (March 22-24) will be on Port Alfred-based products.
“Slow growth is the best growth,” Van der Merwe said.
“We’ve focused on customer service and we’ve seen that from a zero base a year ago, that is working for us.
“It’s been a fantastic year and we’re looking forward to our second year and beyond.”
People-centred
Tyremart’s customers range from holiday home owners driving top-ofthe-range
luxury vehicles and SUVs, to farmers and game reserves.
They know exactly what they want and don’t have the time for anything less.
“Most farmers have had to do their own emergency repairs and basic maintenance at some point, so they can tell immediately if someone doesn’t know what they’re doing. ”
Fortunately, fitter in the Port Alfred workshop, Sibusiso Vacu, has decades of experience and knows exactly what he’s doing.
“He’s a father to many,” Van der Merwe said, referring to Vacu’s value as a mentor and coach to younger workshop staff.
A cohort of young fitters is being trained in the bigger Makhanda workshop, and as part of his investment in people, Van der Merwe is putting them through Dunlop’s certification programme.
Jaco Bosman is the person who will greet you when you walk into the open, airy workshop space.
He’s the person who will take the trouble to listen to you, and work out the right product and service deal for you and your vehicle.
Mzwanele Lele and Zukisa Doyi complete a small, dedicated staff complement.
Van der Merwe is clear on the nuts and bolts of what makes for
Tyremart’s successful business culture. “It’s our unwritten rule that people come first,” he said.
“If your staff feel looked after, that care will naturally extend to the customers they interact with.
“Before we recommend a product or service, we need time to go through your vehicle properly.
“We make sure our customers have a clean, comfortable space to wait in.”
Van der Merwe’s positive and progressive outlook plays a big part in Tyremart’s success.
“We always try to do a little bit extra for our fleet customers,” he said.
For example, coming up is a workshop on 4x4 tyres and suspension, for farmers and game reserves.
Back at home, he’s focusing on developing the next generation, with a focus on certified training for workshop staff.
Tyremart is affiliated to the Retail Motor Industry Organisation (RMI) and their theme for 2024 is Women in the Motor Industry.
“That’s going to be an important focus for us next year,” said Van der Merwe.