Local drives foreign brand in Komani

Ashton Schnehage, dealer principal at Kelston’s multi-franchise dealership in Komani, says the arrival of Mitsubishi in Komani is turning more than a few heads.

Who better than a local to drive a foreign vehicle brand in Komani?

Ashton Schnehage – who was born, raised and educated in the cosmopolitan Eastern Cape town – knows it is affordability and reliability that locals value above all else.

Mitsubishi, the Japanese brand which arrived in the town last month, comprehensively ticks both boxes.

Schnehage, principal at the Kelston Motor Group’s new multi-franchise dealership, which is the custodian of the brand in the region, said there were Mitsubishi clients in the area who trusted the brand “fiercely”.

He is confident that these qualities, combined with the backing of a comprehensive service department, are the perfect combination to further entrench the brand.

Visits to the Land of the Rising Sun have made him aware of how that country’s vehicles leant towards smooth design profiles, eye-catching colours and superior comfort.

“They also take great pride in everything they build,” he said, which is a good fit for Schnehage and his team who operate along the same principles.

Models that are resonating with locals include the seven-seater Xpander and the ASX SUV, which offers loads of space and comfort.

On the other side of the spectrum there are the Pajero Sport for off-road enthusiasts and the Triton, which comes in single and double cab personas.

Schnehage, who matriculated from Queens College at the turn of the century, became dealer principal in February.

His journey started in 2015 as a member of the sales team when extended family owned the dealership. He quickly grew into the job and, two years down the road, was promoted to sales manager to oversee three brands and a used vehicle department.

He continued in this role when Kelston took over in 2019, and last year was appointed sales manager at one of the Group’s dealerships in town. In early 2023, his career came full circle when he was appointed DP at Mitsubishi.

A seasoned sales executive mans the showroom to ensure customers feel valued when enquiring about or purchasing a vehicle.

The workshop looks after existing and new clients, while a parts department completes the full-service picture. In addition, staff receive continuous warranty and service training to ensure they stay on top of things.

Mitsubishi Motors South Africa “tests” both the sales executive and manager’s product knowledge weekly.

“It is actually a great way of ensuring that we are up to date,” Schnehage said.

Kelston marketing manager Bev Venter said the Group was excited to have Mitsubishi on board given its illustrious and proud history.

“One of the big factors is that the brand keeps its prices affordable. We think it will be a big hit in the agricultural and broader community thanks to the range of bakkies and SUVs on offer,” she said.