Four decades of locally built bakkies sold in SA

When Isuzu dealerships say “with you for the long run” in SA, it is no empty promise as Isuzu Motors South Africa celebrates 40 years of bakkie production this year. More than 16 dealerships across the country have been selling Isuzu bakkies since the first bakkie was introduced to the SA market. Today these 16 dealerships are still in the business of selling Isuzu bakkies – proving the longevity, reliability and trust the sales and aftersales teams have in Isuzu. Many of these dealerships are so entrenched in the SA automotive market that they can trace their roots back to bicycle and motorcycle shops, even before cars were on the roads in SA. One of these, C P Nel Motors in Mossel Bay, had humble beginnings as a cycle shop in Oudtshoorn which in 1919 adopted its business model for cars. While the dealership to this day still prided itself on traditional values of reliability and trust, so the Isuzu brand also remained the same in terms of reliability, C P Nel Motors Mossel Bay dealer principal Kenneth Cupido said. “The Isuzu bakkie is a very trusted vehicle in our local farming community. “Committed staff who build relationships with the customers combined with support from the manufacturer is another reason why our customers are loyal to the Isuzu brand,” Cupido said. The dealers agree that because of its durability and reliability, the Isuzu bakkie has retained generations of loyal customers. However, its success in the SA market is also due to the evolution of the Isuzu bakkie catering for different tastes by offering more variety, according to Williams Hunt Port Elizabeth general manager Trevor Villet. “The first Isuzu bakkie built in PE 40 years ago had a single body style. “The Isuzu bakkie now offers three body styles and an extensive model line-up. “Isuzu bakkies continue to be a leading contender in the marketplace and they are well known for their evolving diesel engine technology,” Villet said. Another secret to the Isuzu bakkie’s success in the market, according to Reeds N1 City dealer principal Marvan van Zyl, is excellent after-sales service. The dealership, which traces its origins back to a bicycle shop in 1910 in Cape Town, is responsible for Isuzu vehicle sales, service and repairs in the Western Cape. “People hold onto their bakkies and seldom trade them in – it is a very scarce second-hand commodity. Isuzu bakkies have a great resale value which means customers get more bang for their buck. The ease of parts availability is a comforting factor,” Van Zyl said. The first locally manufactured Isuzu bakkie went into production in 1978 at the Kempston Road plant in Port Elizabeth – where five generations of Isuzu bakkies have since seen the light. The current sixth generation Isuzu bakkie was built in Port Elizabeth at the Struandale plant, the home of Isuzu Motors South Africa.