Imtiaz Ameer takes charge as dealer principal of BMW Kimberley

IN A SIGNIFICANT and eagerly anticipated development for the Northern Cape's automotive landscape, Imtiaz Ameer has assumed the role of dealer principal at the prestigious BMW Kimberley.

Ameer brings with him a wealth of experience and a fresh perspective, earned over three decades of dedicated service in the motor trade industry. In an exclusive interview, Ameer shared his journey, his ambitious vision for BMW Kimberley and his insightful views on the evolving contours of the automotive industry.

A voyage of dedication and progression

Ameer's voyage in the motor trade commenced in 1991, when he embarked on his professional journey at Broderick Motors Volkswagen as a costing clerk. This modest and unassuming beginning laid the foundational stones for an illustrious career that would see him ascend the ranks with fervour.

Ameer's unwavering dedication and resolute determination swiftly propelled him through various pivotal roles, from sales to fleet sales, each step a testament to his unyielding commitment to excellence. His trailblazing path culminated in his ascension to the coveted role of sales manager, a position that underscored his strategic acumen and unswerving resolve.

With a reputation for delivering results and a deep-seated understanding of the industry, Ameer's journey led him to be embraced by the Volkswagen brand for over three decades, five years of which were dedicated to the Audi brand.

His versatility and adaptability were on full display as he seamlessly transitioned between diverse facets of the automotive domain. Ameer's indomitable spirit and relentless pursuit of excellence earned him a coveted place among an exclusive cohort of future dealer principals as part of a meticulously curated development programme with Volkswagen South Africa in 2015.

His qualification as a dealer principal in 2016 cemented his status as a true industry luminary, a role he has continued to fulfil with unwavering distinction.

Transitioning to the pinnacle of excellence and community engagement

Ameer's transition to BMW Kimberley represents a pivotal juncture in his storied career, marked not only by the allure of working with a premium and globally acclaimed brand but also by the unique opportunity to immerse himself in the vibrant tapestry of the Kimberley and Northern Cape communities.

It is the prospect of contributing substantively to these close-knit communities and making a tangible difference in people's lives that particularly resonated with Ameer's sense of purpose. In his own words, "The unique community and friendliness make it an amazing experience."

This commitment to community engagement aligns seamlessly with his broader aspiration to create a dealership experience that transcends transactional interactions and evolves into meaningful relationships.

Revitalising identity and enhancing impact

Central to Ameer's invigorating vision is a resolute endeavour to reinvigorate the dealership's standing within the community and reclaim its rightful place as the quintessential destination for discerning patrons seeking BMW vehicles and motorcycles.

With an unequivocal proclamation, Ameer stated, "Our vision is to be the No 1 premium brand in the Northern Cape," thereby setting a resounding tone for his tenure.

He has commenced a transformative journey, actively engaging with local schools, community projects, and events to seamlessly reintegrate the dealership into the fabric of the community. This proactive commitment, set in motion in May this year, is a testament to Ameer's steadfast determination to reignite the dealership's relationship with its stakeholders.

Furthermore, Ameer's resolve extends to rebuilding the trust and loyalty of customers who may have experienced a disconnect. He elaborated, "I personally engage with all our customers and deal with all queries that are raised with me directly," underscoring his personalised approach and his unwavering focus on ensuring customer satisfaction.

Upholding the brand legacy and embracing transformation

Ameer's strategies for elevating customer satisfaction are grounded in the fundamental belief that a premium product warrants a premium experience. This ethos underscores the dealership's commitment to not only offering top-tier vehicles but also fostering a welcoming and familial atmosphere. He emphasised, "A premium product deserves a premium experience," an assertion that echoes his commitment to delivering service excellence.

“That is why we have appointed Dawie Swanepoel in our after-sales department and Evasen Naidoo as our parts manager. Both have up to 18 years of experience in their respective roles and they plan to take the process back to basics and the customer experience to a new level,” Ameer said.

Amid the dynamic landscape of the ever-evolving automotive industry, Ameer is acutely aware of the winds of change, particularly the ascendance of electric vehicles (EVs). He jokingly said, as with anything in life, change has to come (except from a vending machine).

He added with conviction, "Electric vehicles are here to stay. Make no mistake." This proclamation underlines BMW's unwavering dedication to sustainability and its resolute stride towards a greener future. “The BMW brand has a fantastic line-up of electric vehicles. We definitely have our challenges with electricity. Both the government and vehicle manufacturers are working hard to resolve this. With the eventual discontinuation of ICE vehicles, a working solution will be found. Range anxiety is also a concern for our customers. The average electric car has a range of +/- 400km. This is sufficient to get to a charging station or charge the vehicle at the customer’s place of residence.

“Fundamentally, we all have to acknowledge that if we don't hasten the pace to go ‘green’, our future generations will have nothing. Electric cars will help curb the CO2 emissions damage that has been created over the past century.”

While acknowledging the challenges posed by the current infrastructure, Ameer remains sanguine about the trajectory of EV adoption and, importantly, the pivotal role that BMW Kimberley will play in spearheading this transformative paradigm shift.

A legacy envisioned, a community united

Ameer's aspirations for BMW Kimberley transcend the realms of conventional success metrics and financial benchmarks. He envisions a dealership intrinsically woven into the fabric of the community, a nexus where luxury vehicles converge with lasting memories and profound impact. He stated, "I would like to be remembered as the DP who brought BMW back to the people," thereby encapsulating his profound commitment to making an indelible and meaningful impression.

In a heartfelt message directed towards the Northern Cape community, Ameer extended a warm and open invitation to partake in the re-imagined BMW Kimberley experience. "We would like to invite the community to visit us to experience the new and improved BMW Kimberley," he conveyed with genuine warmth and enthusiasm. This message, at its core, embodies his fervent desire to bridge the gap between a world-class automotive brand and a community-driven sanctuary.

Ameer's ascendancy from humble beginnings to the helm of BMW Kimberley stands as a testament to the potential of dedication, community engagement, and an unflagging commitment to excellence. As he embarks on this transformative chapter, Ameer's visionary approach is poised to redefine the role of BMW Kimberley, not merely as a distributor of luxury vehicles but as an integral force for positive change, an unwavering partner to the community, and a beacon of excellence in the vibrant Northern Cape automotive landscape.