Daytona is the brand custodian of choice for high-end sports and luxury vehicles in Sub-Sahara Africa. Home to the largest luxury car showroom in Africa, a state-of-the-art 8000sqm showroom and workshop facility situated in Melrose Arch. Built on an ethos of delivering luxury effortlessly to each customer that walks through our doors because luxury living is not just about owning luxury items; it is a way of life.

Daytona started its high-end luxury motor car portfolio in 2005 when it earned the license to represent Aston Martin in South Africa. Rolls-Royce Motor cars soon followed suit in 2007 and McLaren joined the group profile in 2011.

On 31 January 2019 Pagani joined the Daytona family, a real coup for the group. High-performance sports car manufacturer Lotus appointed Daytona officially in January 2021 and Koenigsegg Automotive AB announced the appointment of Daytona as official Koenigsegg representative in South Africa in March 2021.

Daytona is committed to delivering supreme products, in a supreme environment to a supreme audience by the crème-de-la-crème of the automotive market in South Africa.