Supergroup Dealerships Expand in Rustenburg with new BAIC franchise

The new BAIC dealership is located next to Supergroup’s Jetour showroom and follows the familiar multi-franchise model, featuring a dedicated display area while sharing back-end operations and after-sales services. The workshop facilities, too, are shared with Supergroup’s Nissan and MG dealerships situated in the same complex.

Nearby, the group also operates a standalone Jaguar Land Rover (JLR) dealership, in addition to its other Rustenburg-based franchises, including Ford, Mazda and Foton.

“I’m excited about the addition of BAIC, which brings great value to the market with its two current models, the B40 and X55,” says Bart Hettema, Dealer Principal, speaking to Dealerfloor. “Both BAIC and Jetour now occupy the former Volvo and Volvo Pre-Owned showrooms.”

Despite being only a month into operations, the new BAIC dealership has already generated significant interest. Bart, who also oversees the Jetour and JLR dealerships, believes there’s a clear market opportunity for the BAIC line-up.

“The B40, with its bold styling and 4x4 capability, is a serious off-roader. Its removable roof makes it particularly appealing to buyers seeking adventure and lifestyle vehicles,” he says. “In our region, there’s a strong demand for rugged vehicles, and the B40 offers similar capability to more established brands – often at nearly half the price.”

While competition in the compact SUV segment, particularly for the X55, is more intense — especially from other Chinese manufacturers — Bart is confident that BAIC can hold its own in terms of design, specifications, performance and affordability.

When asked about selling multiple Chinese brands that sometimes compete in the same segments, Bart explains that each brand offers unique styling and appeal, which helps differentiate them in the eyes of potential buyers. “Each brand has its own identity, which helps to create a distinct space in the market.”

Commenting on the luxury segment, Bart says that business remains solid at the JLR dealership. “We’re the only Jaguar and Land Rover franchise left in the North West, and we also attract a lot of interest from neighbouring Botswana - especially in the pre-owned space. It is a strong market for us.”

Having been in the automotive industry since 1987 and with Supergroup Dealerships for the past two and a half years, Bart is optimistic about growing the BAIC brand in Rustenburg and beyond. He’s also looking forward to potential new additions to the BAIC line-up, such as the compact B30, although nothing has been officially confirmed yet.

• Bart Hettema’s uncle – Jan Hettema – was a celebrated South African sportsman who competed in three cycling events at the 1956 Summer Olympics and was also a five-time winner of the South African National Rally Championship.