In December 2021, Gaydons Motor Spares (GMS) – South Africa’s leading independent automotive wholesaler – was celebrating success after a positive experience at Automechanika and a move to a new office in Johannesburg.

“We are a key player in the motor industry,” MD Imthiaz Ahmed Bassa said at the time.

Operating since 1986, the company has built a reputation from head office in Durban, across its branch in Johannesburg, with a national footprint in South Africa and helping brands move into the continent. GMS’ portfolio is a key strength, offering everything you could need for a car or light commercial vehicle.

This year at Automechanika, GMS was present once again, reiterating its commitment to the local industry, and showcasing a brilliant range of house brands that has kept customers and end users moving through a challenging period. As a core sponsor at the event, the intention was for the 6000 attendees and 190 other exhibitors to go away recognising GMS as an industry leader and problem solver – a friend of South Africa’s aftermarket automotive industry.

“It’s one of the biggest automotive expos in the world and has become a prestigious international event,” says Bassa.

“We were a significant sponsor of the event and we sponsored bags that were given to every person who attended. Every person was handed a red bag adorned with the Gaydons logo. That was great exposure and we included various bits of info in the bags to bring attention to our house brands.”

This effort was recognised by the show organisers who issued an award for marketing excellence to GMS for the impressive stand.

“We have exhibited at a few events and this is the second time we have claimed an award,” says GMS’ Marketing Consultant, Rehman Kajee. “We set up our stand and we got the bronze award for marketing excellence based on how our stand looked, and we are proud of that because there are companies there that spend close to a million on their stands.”

A STRONG HOUSE

The stand was designed to showcase the company’s impressive portfolio of house brands which are leaders in their markets. These brands kept South African motors moving through the pandemic when spending patterns for consumers and businesses were exhausted. GMS has always aimed to provide the best possible quality at the best price, and through its range of tried and tested house brands it has been able to do just that.

“We keep a large selection of brands both international and local, but we are keen on promoting our house brands which have become popular in the local market in South Africa,” says Bassa. “Some of our brands are a household name and they have been around for decades. Slik X Motor Oil (Unleash your engines potential) is one of the oldest brands we have – it is an engine oil and lubricant brand that has a wide range of products for petrol and diesel engine oils, brake fluids and antifreeze.”

Slik X has the closest viscosity to the world’s leading premium brand but for a fraction of the cost and is blended locally.

“Top Drive (Engineered to Perform) is home to a range of timing belts, drive belts, and multi v belts. It’s a premium brand with excellent quality and value for money,” adds Bassa.

Bremskraft (Get Your Family There Safely!) is also a longstanding brand which is popular in the local market and is home to discs, drums, pads and shoes. It’s a high-quality, German-engineered brand that gives great mileage at a fantastic price.

“Spitzenza (Drive with Confidence!) is our brand of shock absorbers and struts for light duty vehicles and was launched with us alongside Bremskraft. It has excellent feedback from customers.”

HK Filters (Join the Billionaires Family) is a technology-based filter brand, with over a billion filters already on the road, HK Filters has been well-received in South Africa. “It is very reputable in the market and is in high demand because of its excellent quality with more than a billion filters sold worldwide. It’s an imported brand and is exclusive to us,” says Bassa.

“NR Gaskets (For Sealed in Quality and Performance) is a tried and tested, extensive range of non-metallic, semi-metallic and metal gaskets and RTV sealers, also exclusive to us,” Bassa exclaimed, “and has cemented its place in the market as a trusted brand for excellent performance in extreme conditions.

“Newer in the house brand stable is Otomotive Parts (Built to MOVE You!), a rapidly growing range of quality electrical components like alternators and starters.” Bassa says that Its popularity is fast growing and consumers are delighted at its exceptional quality and price.

With the additions of Petromin (Performance from the Heart) – a leading Saudi Arabian motor oil brand – and CNC Clutches (Drive Green) – a leading Chinese manufacturer, GMS holds a portfolio of high quality, affordable parts and accessories that meet the needs of almost every client in the market. “Petromin is one of the best brands in the world in its class and CNC Clutches, manufactured to OEM specifications with 29 years of excellence in engineering experience, is very popular and one we would like to grow further in the local market,” confirms Bassa.

Other international brands stocked by GMS include Ate, Engen, Schaeffler LUK, Pratley, Castrol, Shield, Spanjaard, Fuchs, 3M, and many more.

ECONOMIC BRAKES

By keeping an extensive range of products, backed by advice and service from industry veterans, GMS became a go-to during the slow Covid-19 period when cars were less used and servicing and repairs became less frequent. While challenging, Bassa says the company was well-positioned to ride out the economic breakdown and continues to thrive.

“We pride ourselves on a vast range of various automotive parts. Suspension, drive train, engine, gear box, electrical, lighting, braking, fluids, accessories, mountings – we stock a large range,” he says.

“We are technically the largest independent wholesaler for automotive parts in South Africa. There isn’t a retailer that can tell you they haven’t purchased from us at some point.”

Thankful for the ongoing support, based on deep relationships that come from meetings at the likes of Automechanika, the core focus of GMS on price, quality, and service help to set it apart from others. During a time when businesses were closed, new car sales down, car manufacturing at a standstill, and used car sales still lagging with weak supply of new vehicles, all points to an economic environment of struggle.

“The mindset of the customer has changed,” admits Bassa. “In the past, people reported to offices and commuted into work on a daily basis. A lot are now working remotely and their vehicles are parked with no mileage. Intervals between repairs, servicing, and improvement have increased. If a car was being maintained every three or six months, and now it is happening every six or nine months, the impact on sales is obvious.”

He highlights the example of replacing plugs at a service. Previously, all plugs would be switched with new, but now only damaged or faulty plugs are being changed. Instead of replacing brake fluid yearly, people are just topping up. At the same time, competitors are slashing prices to make the most of the market – it’s a tough race to be in.

“Towards the end of the year, people are typically preparing for their holidays and a part of that is servicing the vehicle so they can hit the road and not have to worry. But the economy has forced a squeeze on spending and people are not going on long road trip holidays and are staying in their own province. All of these factors impact sales and the way the industry performs,” says Bassa of the market conditions for all right now.

This is where the Gaydons brand outshines others. Range, exclusivity, price, and experience is exactly what customers require. “The fact that we have always supplied a quality product at an affordable price, backed by our reputation of more than 45 years, people trust us and we have managed to do well.

“There are not many wholesalers in South Africa, and none that keep the range we keep. We have always been able to provide the products that are required, at the price required for all of our customers.”

SERVICE, DELIVERY, AVAILABILITY

Going forward, expansion is on the agenda for GMS, but not physical growth into new spaces. The product range will likely expand, and the service portfolio will definitely increase.

“We also hope to increase our stable of house brands. We are launching Boost Additives (BOOST Your Car’s Performance!) soon and we have a few others on the cards. We are trying to look at more innovative ways to engage with our clients through technology. We want to be innovative in the digital space and we are working hard to understand more about social platforms and how they can open new avenues for availability and contactability with external stakeholders,” Bassa adds.

Furthering the brand will be important if GMS is to retain its position as the leading independent wholesaler. Creating fresh awareness around the house brand portfolio is key, and that is why GMS will continue to exhibit at major international events and accelerate marketing opportunities at every possible chance.

“Our pricing strategy means we have been able to exclusively offer our house brands at an affordable rate and that has helped us to capture market share. Pricing, quality, and excellent service sets us apart,” Bassa concludes, ensuring GMS remains a key player in the country’s automotive industry.