HomeBusiness DigestPremier Auto Services Brings Back Jaguar, Land Rover

Premier Auto Services Brings Back Jaguar, Land Rover

JAGUAR Land Rover is coming back to Zimbabwe following the signing of a dealership agreement with Premier Auto Services (PAS) that paves way for the return of Land Rover vehicles to the country.

The agreement was signed between Jaguar Land Rover sub Sahara Africa regional business manager Nigel Clarke and Premier Auto Services chairman Moses Chingwena.

Clarke described the signing as a new era for the Zimbabwe motoring industry.

Under the dealership, PAS will import and sell complete vehicles and provide back-up service locally.

Other aspects of the agreement will see the extension of the franchise enabling Premier Auto Services selling branded Land Rover goods in their outlets.

Jaguar Land Rover is now owned by Indian company Tata whose annual total revenue is more than US$62,5 billion with 61% of the business coming out of India.

“We are and have always been serious about Zimbabwe…We have seen the substance and we will invest in the development of our brands on the local market through Premier Auto Services,” Clarke said.

Chingwena said the agreement gives PAS exclusive rights in the Jaguar Land Rover franchise.

“We have acquired equipment and accessories for use in our workshops which will also result in the recruitment of more staff including apprentices.

Work on our premises is progressing well and we anxiously await commencement of operations,” Chingwena said.

“This venture will not only create employment opportunities in the country but will in the long term also boast our (Zimbabwe) economic performance.

The move is expected to re-invent how vehicles are marketed in Zimbabwe.

The agreement has its origins in a trip to Geneva in July this year by Chingwena for the motor show. This was followed by a similar visit to London for the annual auto show. Out of the adversity of the world financial and motor industry crisis, came the seeds of the new Zimbabwe venture.

PAS business development director Cosmas Marimo who was also at the signing ceremony said the agreement was the beginning of positive developments to come.

“PAS will market and service Jaguar, Land Rover, Range Rover and Freelander vehicles in Zimbabwe.
High value vehicles had a niche market which they were taking care of in addition to many others who already had the vehicles,” Marimo said.

To show how serious and determined PAS are they have established an after sales workshop along Seke Road in Harare and a showroom in the city centre is already underway.

Renovations on the new workshops and showrooms are expected to be complete when operations commence before the end of the year.

PAS was awarded the tender ahead of five other local companies vying for the franchise previously held by Quest Motor Corporation.

The return of the Land Rover franchise will certainly be welcome news for many Zimbabwean owners of the all-terrain vehicles who were struggling to get spare parts after the parent company British Leyland severed its ties with the Mutare assembly plant owned by Quest Motor Corporation.

On offering at the signing ceremony in South Africa were Land Rover, Range Rover with its sports version, the Discovery 3, the Freelander 2, the Defender and the latest Jaguar XJ.

The all new XJ reflects a vision that defies preconceptions and transforms the idea of luxury saloon. It is a blend of stunning design, intuitive technology and innovative thinking. It is described as a contemporary luxury car that is beautiful, exhilarating and sustainable.


Paul Nyakazeya recently in Johannesburg South Africa

Recent Posts

Stories you will enjoy

Recommended reading