Going above and beyond

Fantastic position. Iconic, desirable brands. A strong, skilled workforce. These three entities are powerful enough in isolation, but combined they become potent. CM H Jaguar Land Rover in Umhlanga Rocks has a winning recipe – we chat to Dealer Principal Darren Gray about success, vision and how they stay ahead of the game.

CMH Jaguar Land Rover is conveniently situated in Umhlanga Ridge New Town, overlooking the steady stream of traffic zipping by on the M41. Gleaming, luxury vehicles wink at you the minute you step into either side of
the dealership – whether it be Jaguar or Land Rover. This, says Darren, is the CMH difference. September 1st
will mark Darren’s tenth year in the dealership’s driving seat and he says he is only just getting started. He
believes the dealership’s customer relations are paramount to its success. “It is a familiar philosophy, but it
rings very true – our customers are absolutely vital. Also, the continual improvement of our product range
and model line-up makes the vehicles appealing. This appeal for Jaguar and Land Rover vehicles is directed at both
new and used vehicles.”

Another key driver to the dealership’s success, according to Darren, is its formidable team on all sales fronts.
In the new vehicles sales division, Brand Manager Trevor Clack’s hands on approach and intimate product
knowledge sets his teams high standards. The Used vehicles sales arenas are cared for by Stephen De Bruyn for Land Rover and Babu Budhram for Jaguar. In the service departments for Land Rover are Brian Rees (service manager) and Viven Naicker (foreman), while Vincent Govender heads up the team in the Jaguar workshop. The Jaguar service team was recently awarded Service Dealer of the Year for 2014 by Jaguar Land Rover South Africa, for the third consecutive year. Darren tells us this is an unprecedented accomplishment. “This award is recognition based
on customer sentiment and survey response scoring. To win this prestigious award once is an achievement. To win it consecutively three years in a row is what sets Jaguar Umhlanga apart from the rest. This achievement is attributed to a finely-tuned and focused aftersales team. Each technician is continuously trained to meet current manufacturer
standards utilising the latest tools and diagnostic equipment, with the frontline staff committed to delivering
excellent customer service.”

Both Jaguar and Land Rover have outstanding reputations in the industry, something Darren and his team pride themselves on. Darren tells of several celebrities who service their vehicles exclusively at the Umhlanga branch, including explorer, humanitarian and author Kingsley Holgate. Several portraits hang proudly in Darren’s office bearing Kingsley’s autograph and thanks. Darren smiles proudly as I ask about an autographed Top Gear poster behind his desk. “I think our reputation as the dealer of choice, precedes us. Kingsley Holgate is endorsed by Land Rover, but will only have Land Rover Umhlanga service his vehicle.”

Darren mentions several benefits of buying your vehicle at CMH Jaguar Land Rover Umhlanga, one of which is the personal attention from the sales staff. “We believe in not just selling you a vehicle, but creating a lasting relationship. Our sales staff will contact their customers a minimum of four times a year, to ensure their
happiness with their vehicle and find out how they are doing, and to ask if we can be of any further assistance.
In addition to the sales experience we offer the services of an in-house financial team who can tailor financial
packages to suit our customer’s financial requirements.”

Darren and his management team boast a combined century of service to these iconic brands. This experience
ensures they all stay ahead of the curve in a dynamic industry. Darren places emphasis on Jaguar and Land
Rover’s iconic brand heritage and their relevance through decades of existence, from as early as the late
1930’s. “It’s about making an effort to stay ahead. Each of these brands have a fantastic legacy and iconic heritage,
boasting performance, luxury and off road ability. A Land Rover can take you from the bush to the ballet and has
positioned itself as the original pioneer and current authority in luxury SUV’s whilst a Jaguar sets the standard in style and performance as racing is in their DNA.”

Looking ahead, the dealership is excited about future product launches and the fact that it is soon to undergo a
facility revamp in line with Jaguar Land Rover Global standards. The new, more modern look will be complete
within the next two years. “We are very excited about the next chapters in the business,” said Darren, “and we are
constantly investing so we can deliver even better service and customer retention, ensuring we always go above
and beyond to please our customers.”