Subaru: Confidence in motion

Drive one, and you’ll understand. The words are emblazoned across the wall of Subaru Durban, and they’re incredibly apt. If you’ve never experienced one of these phenomenal cars, you don’t know what you’re missing.

 Dealer principal Cornelius Koekemoer enthusiastically confirms this. Koekemoer, who was with the NMI group for eight years, might be a recent convert to the marque, but he’s quickly learned to love these cars. “Subaru is such a great lifestyle brand,” he said. The great outdoors, action and adventure, are all high on Koekemoer’s list of priorities, and he’s revelling in combining his new role with his lifestyle.

Since taking over the Durban dealership in April, he’s made some sweeping changes: the showroom is more spacious, thanks to the “parking lot” line-up being rearranged; branding is everywhere, and there’s a welcome foyer with their “hero car of the month” (this month the ravishing WRX).

Raised the bar

He’s raised the bar in the workshop (“Fix right first time”), and spruced up the pre-owned showroom. Incidentally they don’t just stock Subarus here, but also select pre-owned Mercedes Benzes and other quality brands.

Cornelius Koekemoer, dealer principal at Subaru Durban in Olod Fort Road

Koekemoer said the dealership was also adopting a monthly event at which to showcase the brand. “The recent Suncoast Multisport Series was powered by us, and this month (August), we’re involved in the Shongweni Car, Truck and Bike show (August 18-21). Our buyers are lifestyle orientated people, and we need to be seen to be reflecting that in our activities.”

A Subaru, he added, wasn’t just a car. “It’s a way of life. It’s astonishing how popular the brand is. We have a superb pre-owned car section, and even cars with 175 000km on the clock sell like hot cakes. Not many manufacturers can claim that.”

But then, no other manufacturer has the famed Forester, the Outback, the WRX, STi, and Legacy, the Tribeca…
What also knocked his socks off was the number of features which come standard with the cars.

“Other brands charge say an extra R12 000 for a sunroof, several thousand for Bi-Xenon lights, extra for leather upholstery, and so on. We don’t. It’s a huge selling point.”

So what’s hot at the moment? He grins. “Everything! The Forester is selling extremely well. But so is the Outback. And the Legacy…”

The Subaru dealership in Old Fort Road, Durban

Pop along to see these fabulous vehicles next time you’re in Durban. Famed for that symmetrical-all-wheel-drive system that’s made the brand such an outstanding performer on all terrain, Subaru (any Subaru!) is hard to ignore.

Subaru Durban employs 40 staff, has eight service bays, and opens from 7am to 5pm on weekdays and 8.30am to 1pm on Saturdays.

Useful info: Find Subaru Durban at 190 Old Fort Road, Durban. Tel: 031 365 6600 or log on to www.subarudurban.co.za