Ashley Samuel, the new National Director of NADA, is determined to steer the association towards stronger representation and collaboration with key industry players. Taking over from Gary McCraw, he leads an organisation that represents over 1 500 dealerships nationwide.
'My main role is to take care of our membership and lobby for them on important issues,' Ashley explains. He highlights the importance of building stronger relationships with OEMs and importers, particularly following the latest Dealer Satisfaction Index results. Current discussions centre on support for dealers in a challenging market environment.
Vehicle affordability has become a pressing issue. 'Look at how prices are rising compared to what people earn. Even when inflation slows, the gap remains,' says Ashley. Consumers are increasingly turning to vehicles priced below R400 000, putting pressure on dealers to shift strategies. Selling luxury brands is becoming harder as economic realities reshape demand.
Dealers also face additional challenges such as fraud, which Ashley describes as a persistent threat despite preventative measures. Inflationary pressures and the high costs associated with corporate identity standards add further strain. NADA has raised these concerns with OEMs, many of whom have started to ease CI requirements or provide subsidies.
Although the market faces uncertainty, Ashley remains positive. 'We have challenges, but there's also opportunity. Our role is to work with all stakeholders to ensure dealerships can operate to their full potential,' he says.
In addition to addressing immediate economic pressures, Ashley advocates for the upskilling of dealership staff and attracting younger talent to the sector. Through the RMI, NADA provides access to free training programmes and bursaries to help dealerships strengthen their workforce.
With a clear strategy and strong partnerships, Ashley believes NADA can help dealerships navigate market shifts and secure a sustainable future.
