the South african Motorsport industry, one common thread joins
everyone. From the most obnoxious yuppies to the most hickish of
hicks, Autostyle runs through our blood. And what is more
recognizable from this styling giant than their newly renovated
office and core of operations situated in Mayfair, Johannesburg with
strong representation in Kwa-Zulu Natal through their Umhlanga
The average joe won’t take much notice to it – to them it’s
nothing more than a vessel which holds the precious style-giving
liquid. However, upon careful inspection, it’s an awesome work of
art. Lets take a look at this little marvel shall we?
Motorsport KZN has been around for no more than seven years or so and
it is a clear cut above their new and impressive showroom in Mayfair,
Johannesburg. Not only are they located in one of the most
prestigious business centres in KZN, their presence has no doubt had
a shattering effect in the marketplace.
first thing your eyes will no doubt be led to is the bright yellow
clear-cut signage outside. But then again they don’t care about
having a logo that has flashing, seizure-inducing lights or a
deranged clown-like figure – they just want you walking in and
checking out their race-track interior, complete with the halves of a
Golf Mk 1 on either side of the showroom floor. Your sense of sight
is automatically overwhelmed with an astonishing amount of
motor-related propaganda, and you have no doubt already spent an
obscene amount of money in your mind!
fresh. Always new. They beat any price. And clearly ‘open 7 days a
real deviousness of the Autostyle Motorsport brand comes from careful
study of it. I myself have been an unfortunate victim, for an untold
number of years, of this next aspect. Ask a person what is in an
Autostyle Motorsport store. Most won’t know, only those who are
observant will have noticed. Go ahead, take a look yourself (and I
know, if South African, you have probably made your way over there
already). That’s right, the background is a fine example of
subliminal advertising. At a quick glance, we are unable to see
anything but a showroom laden with fancy glass cabinets, the colours
red, yellow and purple reiterating the strong brand presence.
However, our brain’s perception has already seen some blinged mags,
custom body-kits and hard core sound installs, all without us being
Motorsport KZN is no different.
showroom boasts over XXX thousand products, is home to the annual
‘Autostyle Motorsport Motorshow’ and has already had exposure on
local and international media markets.
only has AUTOSTYLE MOTORSPORT created a brand that is easily
identifiable within web and print media, but their reach has extended
to the masses, by introducing motorshows as part of their portfolio
in June 2003. Since then, they have established its regularity as a
yearly event, with thousands of participants and on-lookers making
their way from all across the country to Autostyle Motorsport
Umhlanga, Kwa-Zulu Natal during the last weekend of May, or the first
weekend of June, annually.
can look forward to styling, dyno and sound competitions as well as
hourly giveaways and sponsored prizes, as well as the handing out of
trophies at the end of the evening. The media presence is high, with
reporters present from a host of community newspapers, and the
editorial teams from various publications covering the event for
inclusion in their magazine.
have shown an increase of over 50% of visitors to the store on the
day over the past 6 years, making the 2008 turnout an incredible 30
000 people! In order to facilitate this growing trend, they have
enforced a strong police presence, via the use of the Durban Metro
police in conjunction with a private security company, throughout the
day ensuring that the safety of their customers has not been
compromised. They are not only able to promise our customers a safe
environment, but a clean one too.
physically in touch with their consumers allows them the opportunity
to understand how AUTOSTYLE MOTORSPORT is relevant in the marketplace
explore target market experiences, perceptions, attitudes and needs
in respect of the motor industry. They are also able to identify any
defining characteristics associated with the industry, this relative
to competitors. Further to this, they are able to explore the
‘stretch’ of AUTOSTYLE MOTORSPORT and outlay trends with regard
to car accessories and car audio. Their main objective is to provide
visual exposure of all products in their showroom and increase sales
and product awareness.
Motorsport has rolled into the new century with this new online
concept, first in SA might I add, with over 7000 (yes, seven
thousand) delish products and business has never been better.
for certain give them a thumbs up for functionality sporting a custom
search engine allowing products to be searched by codes, words or
brand names. In addition to functionality, comes feasibility - the
user is entitled to exclusive specials and free-shipping promotions
and has the advantage of ‘jumping the queue’ by pre-booking an
order to collect at the Jo’burg branch. Has their subliminal and
guerrilla advertising paid off? It certainly has. And with some candy
being delivered to your doorstep in 2 – 4 days, its pure consumer
have also managed to safely secure their position for the 3
consecutive year as being winners in their category of ‘Best
Automotive Website’, and had
the privilege and honour of being selected as a finalist in the FNB
Islamic Business Awards in the ‘Small Business’ category for the
year running 2008. Talk about being in the limelight! The
Styling Guru’s are smiling upon their creation and we’re all
smiling from our motor-induced happiness.
the underhandedness and deviousness, I hold in my hand a basket full
of goodies. I’ve recognized the advertising scheme that they have
concocted and yet I still partake in their products. Now that’s