In South Africa, as in most parts of the world, the location of a motor dealership is paramount to its success. Taking into account economic factors such as unemployment and poverty, the accessibility and surroundings of the dealership are crucial. As with any brand, associations are vital in categorising the brand within a particular context.
Positioning therefore contextualises the Daytona Group brands through their surroundings. We believe that our brands deserve to be situated among the best international brands and retail outlets in the thriving economic epicentre of the country.We operate our dealerships in the heart of Sandton, the new central business district of Gauteng and South Africa.
The Sandton Isle location, next to Mandela Square, is surrounded by internationally acclaimed hotels, restaurants, shopping centres and blue-chip companies, and is the new home of major local and international banks. The area is frequented by businesspeople, international tourists and almost anyone searching for high-end retail therapy.
It has been identified as the premium motor dealership location in South Africa, and the success of Aston Martin is evidence that the accessibility and geographic location of a dealership play a major role in brand growth and sustainability.
In Cape Town, Aston Martin and Rolls-Royce operate from a dealership situated at the V&A Waterfront, the most frequented shopping and tourist destination in Africa.