GOODBYE, GENERAL MOTORS
Should we be surprised by the pull out of GM from South Africa’s shores? I think not. I don’t suspect we ever bought into the Chevrolet brand as endearingly as Toyota, Volkswagen or Ford. The reason why we are so loyal to our tried-and-trusted brands is because they are loyal to us. Toyota opened its shop in South Africa back in the day when our grandparents and parents grew to love this Japanese brand. Toyota now enjoys a reputation of quality and reliability, with spares that are readily available and affordable.
Volkswagen is another triedand-trusted manufacturer that was established in South Africa back in 1946. We learnt to fall in love with German engineering. It is another example of generational growth and a can-do attitude from the days of the Beetle and the Microbus.
Lastly, Ford began selling vehicles to the South African public from 1923 and, even though Ford divested in 1988 with the Sigma in 1985 and the formation of Samcor, Ford vehicles were still sold and manufactured in SA. Yes, we know the Kuga issue and, the brand should have handled the problem better, but its overall reputation has been rather good over the years. I still believe it’s a solid, trusted brand integrated into the South African culture.
Then we come to Chevrolet: the gold digger, as I like to see it. GM started selling vehicles here in 1913, but in 1986, it closed
shop due to apartheid. However, our transition to the new South Africa proved to be smoother than expected and, by 2004, the economy was looking rosy and GM decide to re-invest to get a piece of the pie. It seemed promising and began to look like a brand we could fall in love with once again.
Boy, were we wrong. As soon as we hit junk status, GM left in a hurry to find greener pastures. I was of the opinion that any vehicle manufacturer setting up shop is looking for a long journey with the people and its country. Weathering the storm at times and enjoying the milk and honey … that’s what we call a true friend of the people. DUNCAN KIPLING By email