Arnold Chatz Cars appoints new Dealer Principal

Norman Kelly was recently appointed as the new DP of the Constantia dealership, which was acquired by Super Group in 2022 and carries the full Stellantis range.

Situated at 15 JG Strijdom Road, directly opposite Hendrik Potgieter, the dealership is the last remaining outlet to carry the Arnold Chatz name, a brand long associated with Alfa Romeo, Fiat and motorsport in South Africa. Today it retails Alfa Romeo, Fiat, Opel, Peugeot, Citroën, Jeep and the recently introduced Chinese new energy brand, Leapmotor.

Norman brings more than 30 years of experience in the local automotive industry to the role, most recently serving as a Dealer Principal at Renault Melrose Multi- Franchise for roughly 18 to 19 months before moving to his new home with Super Group.

He is candid about what he intends to bring with him: "I'm bringing the pride factor into Arnold Chatz. We are going to improve the standards and how we look after customers by paying attention to their needs and wants."

He describes taking over the dealership as an honour, and is clear-eyed about the opportunity it presents. "I am quite honoured to take over that legacy and try and expand it and do better," he tells Dealerfloor, adding that the foundation is already strong. "This dealership has got a massive client base and following. We just need to touch base with our client base and go to market with the new models that our brands we represent will be launching in the next few months."

His priorities are squarely focused on brand visibility. Alfa Romeo is a particular passion. "In all the years that I have been in the trade, which is like over 30 years, never had I thought of driving an Alfa. But I have driven an Alfa for the past week, and I am an absolute fan.

“Seriously, it is like a wolf in sheep's clothing. It changes your mindset completely when you get into the New Alfa Romeo Giulia QV 2.9L." Norman believes the brand's appeal can be unlocked through greater exposure and has plans to tap into the community most naturally drawn to the marque.

Leapmotor is the other brand he intends to push hard. "Chinese brand, okay, very undercover. Not a high profile yet" he says. "But I think we definitely also need to focus on Leap. It has got all the luxury bells and whistles together with all the safety elements." The plug-in “Super” hybrid model that can achieve a combined range of around 970 kilometres, which he sees as a compelling proposition in the current market.

Peugeot is earmarked as a fleet play, with the Landtrek single cab offering a route into commercial customers. Citroën's entry-level C3 is already performing well, while Opel remains quiet and Fiat is in a holding pattern, with new models available overseas but held back by import costs and the exchange rate.

Motorsport, a cornerstone of the original Arnold Chatz identity, is not on the agenda for now. The immediate task is simpler and perhaps more pressing. "I am coming to shake the tree up a little bit and just get it known out there that Arnold Chatz is still around," Norman tells Dealerfloor. "These brands drive passion. I want to get that message out into the public arena together with my team that is so passionate about these brands."