Western Cape Business News

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MOTORING: Affordable Motoring a Must for Youth's Economic Participation


Recent Western Cape Business News

THE IMPORTANCE of mobility, and the ability to commute easily, should never be underestimated as factors in assisting South African youth gain employment and take their ultimate places in a market-driven economy.

With the focus this month on South Africa’s youth, it is important to consider their role in society and the challenges they face – and enabling mobility is a key factor in assisting them, says Des Fenner, General Manager of Datsun South Africa.

“We live in a country where we are wrestling with the provision of integrated public transport systems. Part of this challenge is the long distances between places like city centres, tertiary education institutions, townships and suburbs. For many South Africans, this equates to lengthy commutes, requiring several changes of buses, taxis and trains.”

​Affordable and convenient opportunities

“With commutes of four hours a day or more being common, the motor car is more than a convenience; it is a life-changing acquisition that provides opportunities to join the economic mainstream and participate fully in building the fabric of the nation.”

For many, especially the younger generation, the challenge of getting mobile is often hampered by cost. The average sticker prices of medium-priced cars are now rising at rates that exceed inflation, and place a strain on the financial resources of young would-be drivers.

“It was against a tough economic backdrop that Datsun launched the affordable Datsun GO in South Africa in 2014. We believed that there was space for us to add to the Datsun brand, which had always been associated with quality and affordable motoring in the 1970s and 1980s. The Datsun GO is a vehicle specifically aimed at addressing the needs of young first-time car buyers.”

“Within a year of launching the GO, our niche market strategy was rewarded with the vehicle becoming the sales leader in the competitive A-segment of the car market. We have since introduced the Datsun GO+ designed for families needing appealing, but affordable, transport for up to seven people.

Motoring made affordable

We also launched the Datsun GO+ Panel Van for entrepreneurs needing a company vehicle that would not place a strain on a fledgling cash flow. During May 2017, the popularity of our range was confirmed by the sale of more than 500 units during the month.”

“Like most motorists, the younger driver is looking for affordable motoring without sacrificing the excitement and benefits of buying a brand new car.”

The Datsun GO range offers this value and this has been reinforced by being ranked as the most affordable car to maintain by the independent Kinsey Report for two years running (2015 and 2016). The overall quality of the vehicle was underlined by its taking a bronze in the recent Ipsos Quality Awards in the “Best New Volume Passenger Car” category.

“As more young people look to avoid the inconvenient, time-sapping long commutes in South Africa, they will look to cars in the A-segment that offer high levels of modern styling, comfort, economy and affordable maintenance costs. We expect that, as the segment attracts new generations of buyers, that the Datsun GO, GO+ and GO+ Panel Van will be seriously considered by drivers,” says Mr Fenner. mobili

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