A local Ford dealership in the Helderberg has been operating from its premises at the corner of Victoria and Andries Pretorius street – first as Selfords, then as a combined Mazda and Ford dealership under Novel, before it became Kelfords in 2004 – for 45 years.
But there have been many changes over the years. Last year the dealership, owned by the Kelly family since 2004, for the first time appointed a non-family member as dealer principal. Local man Jacques Fourie took the helm from Tristan Kelly, who is now the dealership’s managing director.
Fourie matriculated from Strand Secondary School with the idea of entering the ministry, but life intervened. In 2007, he started in the motor industry as a driver.
By 2010 he joined Kelfords in the sales department and three years later he was promoted to used car sales manager at the dealership.
With hard work and putting in long hours he excelled and was appointed general manager sales in 2017.
Fourie says the Kelfords management always gave him good support, which enabled him to grab opportunities when presented to him.
Fourie says his wife and children have been very supportive and understanding when he had to put in the hard yards, which makes it all worthwhile. I snuck a peek in his lunchbox and can tell you it was packed with much love.
The balance in his life has been his community involvement, especially as a lay preacher in the Methodist church.
Kelfords is a Category “C” dealership punching above its weight due to its superb service levels and quick response, which is only possible because the buck stops here in the Helderberg. It is one of a handful of independently-owned dealerships in the Cape.
For seven years in a row Kelfords has been the Ford Credit Dealer of the Year – another indicator of their service quality. They will even fetch your car from anywhere in the Peninsula for repairs or a service.
Fourie says one of the most important factors in their success is their low staff turnover. Everybody knows their job and can grow into what they are best at. There is a family ethos at Kelfords looking after staff and customers.
The K2 Fitment and Valet Centre in Edgar Street has been a great extension of their business. Here you can have paint protection, smash and grab and several security measures fitted, as well as getting a premium valet for your car.
Pop in to the Brew Coffee Shop next to the showroom for a cuppa Merkava coffee if you are in the area – some of the best java in town.
