About

Daytona is proudly known at the brand custodian of choice for high-end sports and luxury vehicles in Sub-Sahara Africa. Our entrepreneurial spirit and passion for sports cars has created a unique ‘owner-operated’ business model; with personalised care and direct relationships with each client.

We focus most of our time, efforts and resources on constantly improving our service to our existing clients, including stock availability, customer experience, availability of parts, service appointments, roadside assistance services, warranty claim resolution and general personalised services that go beyond the call of duty.

Daytona is home to state-of-the-art showroom and workshop facilities, with leading tools and equipment and efficient dedicated staff and operating systems. All artisans within the Daytona service environment are internationally trained and certified by the respective manufacturer and multi-skilled in mechanical, assembly and vehicle diagnostics.

 The luxury lifestyle concept stems from the idea that luxury living is not just about owning luxury items; it is a way of life. Therefore, we have established a group of companies that provide the world’s most sought- after brands and, in doing so, caters for the different needs of our valued clients.

 Guaranteed peace-of-mind when engaging with Daytona:

  • A corporate management structure, providing capital resources, professional skills, best practice benchmarking and succession planning.
  • A Broad-Based Black Economic Empowerment framework that embraces the vision of the new South Africa.
  • Access to prime locations in major metropolitan areas that reflect the global strategy of our distinguished brands.
  • A team of dedicated and committed individuals with major networking power.
  • A sustainable business model that ensures the profitability and growth of the Daytona (Pty) brands going forward.
  • Notable credentials and proven track records of the key role players.
  • Years of experience as blue-chip brand custodians.

 How it all began

In 2005 Daytona earned the license to represent Aston Martin in South Africa and has since built on the legacy and success of this iconic brand through both Cape Town and Sandton dealerships. To date Daytona has retailed over 800 vehicles and built a thriving, loyal base of clientele and strong brand equity.

The first McLaren model, the MP4-12C, was launched in 2011, with class-leading performance and specifications that impacted significantly and impressively on the super-car segment in South Africa. Daytona was awarded the rights to sell and service McLaren in 2011. The SA region is now considered one of the most successful regions globally. With a car park of over 180 vehicles, McLaren SA has bettered expectations and succeeded in making McLaren a serious Super Car contender in the South African sportscar landscape.

Rolls-Royce engineers, manufactures and distributes luxury automobiles and parts across the globe. Founded by Charles Stewart Rolls and Sir Frederick Henry Royce in 1906, the company has earned a reputation for exceptional engineering quality and cars considered to be among the best in the world. In 2007, Daytona was awarded the license to represent Rolls-Royce Motors. The South African luxury car segment has no comparative.    It has a carpark of over 250 vehicles and the most premium client database in the country.

Brabus, founded in 1977 in Bottrop, Germany, is a high- performance aftermarket company which specializes in Mercedes-Benz. Brabus offers aerodynamics and cosmetic modifications including low profile spoilers, body kits, carbon fibre splitters, and multi-piece alloy wheels. Every one of our custom builds and installations is tailored specifically to our customer’s bespoke needs.

The newest member of the Daytona family is Pagani.  A real coup for the group to be chosen as the sole importers of this historical brand. Pagani Automobili S.p.A. is an Italian manufacturer of sports cars and carbon fibre. The company was founded in 1992 by the Argentinian Horacio Pagani, and is based in San Cesario sul Panaro, near Modena, Italy.