The Porsche Centre Umhlanga has added cachet to the area and certainly attracted attention and excitement, writes PETA LEE
I love meeting women like Tracy Elmes. The blue-eyed blonde is the dealer principal of the awesome new Porsche Centre Umhlanga, and exactly the sort of person from whom I’d want to buy my Porsche. She knows her product like the back of her hand, and exudes such unbridled passion for the brand it’s almost contagious.
She grins. “We’re all mad about these cars. We eat, sleep, dream and breathe them. They’re our passion, our life – you can’t work in this business if you don’t love the brand.”
With a dozen years at Porsche in Johannesburg, and before that, Lindsay Saker and previously Mercedes Benz, Tracy is no stranger to luxury cars. But, she tells me, there’s something extra special about Porsche. . .
“KwaZulu-Natalians think so too! There’s been a growing need for a dealership here. The last time there was one was back in the 90s, and we’ve been planning this for several years. Until recently, customers have been driving up to Jo’burg for their services and new cars. The facility is designed to serve the needs of Porsche customers in KwaZulu-Natal, and to showcase the Porsche Brand.”
And talking about Jo’burg, the Porsche Centre there, is the biggest in the world. Porsche Centre Umhlanga is the second biggest. “In fact, it’s half the size of Johannesburg which is probably why it feels so much more intimate,” says Tracy.
She says there’s a large and very loyal fan base in KZN. “Although we opened our doors only last May, already the showroom is a hive of activity with prospective owners, current owners and enthusiasts! Like Jo’burg, this is where customers and fans come to hang out, look at the cars, spend time in our coffee bar (terrific cappuccino, by the way!), and network. In fact the Porsche club down here is one of the biggest in the country.”
Opening a dealership from scratch hasn’t been without its challenges, specifically for Tracy, who’s had to move her entire life down here. Luckily, she says, she was born in Durban, stayed in Westville, and still has loads of family here. “It’s been fantastic, actually. Apart from the hassles of moving, I’m loving driving just three kays to work in the mornings!”
Incidentally, for those who haven’t yet seen the dealership, it’s stunning. Breathtaking. Apart from the jaw-droppingly gorgeous showroom, the service centre is totally state of the art, with imported Maha lifts from Germany, 16 immaculate bays, German trained engineers, and naturally, a comprehensive parts department.
“We’re here for the long term. Our intention is to grow this brand in the area.”
And talking of area, the R65 million dealership is beautifully situated. Prime positioning in Meridian Drive, Umhlanga Ridge Town Centre.
In the massive glass-walled showroom, drool at the gleaming Cayennes and Boxsters . . .the Carreras and Caymans. And bear in mind that every sales executive knows his or her Porsches like no one else. There’s intensive training involved, because, as Tracy tells me, “it’s a very technical brand: you must be familiar with all the aspects of Porsche – you can’t sell these cars unless you know everything about them.”
She adds: “We sell passion, a lifestyle, emotion . . . people buy a Porsche because they feel it in their hearts, not because it’s just another car.”
Amen!
* Porsche Centre Umhlanga is open Mondays to Fridays from 8am (service centre from 7.30am) until 5.30pm, and Saturdays from 8.30am till 1pm. Phone 031 514 3000 or log on to www.porscheumhlanga.com