South Auckland Motors
South Auckland Motors is a privately-held New Zealand automotive dealer group operating five Ford and Mazda franchise locations plus a used vehicle site and parts warehouse across South Auckland, selling new and used vehicles, finance and insurance, servicing, parts, and a Bridgestone Tyre Centre.
- Company typePrivate
- Founded1954
- HeadquartersManukau, New Zealand
- Headcount101–250
- GTM typeB2C
- OfferingServices
What South Auckland Motors does
South Auckland Motors is a privately-held automotive retail group headquartered at 2 Gladding Place, Manukau, Auckland, New Zealand, operating since 1954. The group runs five dealership locations across South Auckland (Manukau, Botany, Pukekohe, Airport, Takanini) plus a parts warehouse in Papatoetoe, employing 101-250 staff. The company is an authorized franchisee for Ford (South Auckland Ford) and Mazda (South Auckland Mazda), and sells a multi-brand used vehicle inventory across Ford, Mazda, Toyota, Kia, Mitsubishi, Nissan, Subaru, Honda, Jeep, Volkswagen, Mercedes-Benz, Great Wall, and Suzuki. Current stock stands at approximately 210 vehicles.
South Auckland Motors firmographics
Firmographics- Name
- South Auckland Motors
- Legal name
- South Auckland Motors
- Website
- https://southaucklandmotors.co.nz
- Company type
- Private
- Founded year
- 1954
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- South Auckland Motors is a privately-held New Zealand automotive dealer group operating five Ford and Mazda franchise locations plus a used vehicle site and parts warehouse across South Auckland, selling new and used vehicles, finance and insurance, servicing, parts, and a Bridgestone Tyre Centre.
- Ownership category
- akta.pro rank
Where South Auckland Motors is headquartered
LocationHeadquarters
- HQ city
- Manukau
- HQ country
- New Zealand
- HQ region
- Oceania
Offices7 records
Markets served
South Auckland Motors business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Vehicle Sales: Sales of new Ford and Mazda vehicles, demo vehicles, and used vehicles from multiple brands including Ford, Mazda, Toyota, Kia, Mitsubishi, Nissan, Subaru, Honda, Jeep, Volkswagen, Mercedes-Benz, Great Wall, and Suzuki.
- Finance & Insurance Products: Vehicle financing through partnerships with lenders, offering consumer loans with 11.95% APR, extended warranties, and insurance products. Weekly payment options from $62 to $436.
- Service & Maintenance: Vehicle servicing including routine maintenance, WOF (Warrant of Fitness) inspections, tyres and wheel alignment. Parts and accessories sales.
- Tyre Sales: Bridgestone Tyre Centre offering wheel and tyre packages, tyre fitting and alignment services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Used vehicles priced from $11,995 to $84,995 |
| Unit Pricing | Pay-as-you-go | New Ford vehicles from $39,990 |
| Unit Pricing | Pay-as-you-go | New Mazda vehicles from $29,990 |
| Unit Pricing | Pay-as-you-go | Wheel and tyre packages from $1,999 to $6,999 |
| Subscription | Monthly | Vehicle finance at 11.95% APR |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
South Auckland Motors product offering
Product offeringCore offering
South Auckland Motors operates a multi-brand automotive dealership group selling new Ford and Mazda vehicles, a large inventory of used vehicles across multiple brands (Ford, Mazda, Toyota, Kia, Nissan, Subaru, Honda, Jeep, Volkswagen, Mercedes-Benz, Mitsubishi, Suzuki, Great Wall), and provides complementary finance, insurance, vehicle servicing, WOF inspections, parts and accessories, and a Bridgestone Tyre Centre. The group also offers fleet sales solutions for business customers and runs a dedicated parts warehouse.
Product overview
South Auckland Motors operates as a multi-brand car dealership network with two primary sub-brands: South Auckland Ford and South Auckland Mazda. The core offering centers on new vehicle sales (Ford and Mazda brands) and used vehicle sales across multiple makes including Ford, Mazda, Toyota, Kia, Nissan, Subaru, Honda, Jeep, Volkswagen, Mercedes-Benz, Mitsubishi, Suzuki, and Great Wall. The business provides complementary services including fleet solutions (offering petrol, diesel, full electric, plug-in hybrid, full hybrid and mild hybrid vehicles), finance and insurance products, vehicle servicing and maintenance, parts and accessories, and a Bridgestone Tyre Centre for tyre sales and wheel alignment. Additional services include trade-in valuation and car care/extended warranty options. The company operates five dealership locations across South Auckland.
Differentiator
Problem solved
Functional benefit
Brands
- South Auckland Ford: Ford dealership franchise under South Auckland Motors operating from southaucklandford.co.nz
- South Auckland Mazda
- Bridgestone Tyre Centre
Products and services
- South Auckland Ford (New Ford Vehicles)
- South Auckland Mazda (New Mazda Vehicles) Sales of new Mazda vehicles, demo models, and Mazda servicing, parts and warranty support for individual buyers and fleet customers.
- Used Vehicle Sales Pre-owned vehicles from multiple brands (Ford, Mazda, Toyota, Kia, Nissan, Subaru, Honda, Jeep, Volkswagen, Mercedes-Benz, Mitsubishi, Suzuki, Great Wall) including SUVs, utilities, hatchbacks, sedans, and vans offered to individual buyers.
- Vehicle Service & Maintenance Vehicle servicing, WOF inspections, and general maintenance for all makes, delivered through the service departments across the five branch locations.
- Finance & Insurance Vehicle financing solutions (consumer loans via partner lenders, finance calculator) and insurance products arranged for personal and business vehicle buyers.
- Parts & Accessories Genuine and aftermarket parts and accessories for Ford and Mazda vehicles, plus a trade parts service for business customers, supplied via the Papatoetoe warehouse.
- Bridgestone Tyre Centre Tyre sales and fitting service featuring Bridgestone tyres and wheel alignment, offered as a wheel and tyre package (e.g., BGW Ratchet, BGW Tech 9, Recon Force, BGW Legend, Recon Delta) suitable for Ford Ranger/Everest, Mazda, and other makes.
- Fleet Services Business fleet vehicle solutions offering petrol, diesel, full electric, plug-in hybrid, full hybrid and mild hybrid vehicles from small passenger cars to large vans, sold to commercial customers with bulk purchasing and fleet servicing arrangements.
- Trade-In Service Trade-in valuation service that allows customers to offset the value of their existing vehicle against the purchase of a new or used vehicle from the dealership.
- Car Care Options (Extended Warranty) Extended warranty and car care protection packages covering ongoing vehicle maintenance and breakdown coverage, sold alongside new and used vehicle purchases.
Companies that use South Auckland Motors
Customer profileSegments2 records
Ideal customer profiles2 records
South Auckland Motors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
South Auckland Motors partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Ford (South Auckland Ford)coreSouth Auckland Motors is an authorized Ford dealership operating South Auckland Ford as a dedicated brand location. Offers new Ford vehicles including Ranger, Everest, Puma, Escape, and Transit. Provides Ford service, parts, and warranty support.
- Mazda (South Auckland Mazda)coreSouth Auckland Motors operates South Auckland Mazda as an authorized Mazda dealership. Sells new Mazda vehicles including Mazda 2, 3, CX-3, CX-30, CX-5, CX-60, CX-80. Provides Mazda service, parts, and warranty support.
- Bridgestone TyrescoreDedicated Bridgestone Tyre Centre operating within South Auckland Motors offering wheel and tyre packages. Provides fitting, balancing, and alignment services. Multiple package options for Ford Ranger/Everest, Mazda, and other makes/models.
- MTA (Motor Trade Association)minorSouth Auckland Motors is an authorized MTA member. Authorized to access the motor vehicle register under standard terms and conditions for motor vehicle traders. Provides consumer protection and industry oversight.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
South Auckland Motors competitors and assessment
Company assessmentDirect peers
- Ebbett Group: One of New Zealand's largest privately-held multi-brand automotive dealership groups, operating across multiple regions with new vehicle sales (Honda, Hyundai, Mitsubishi, Suzuki, Kia, Ford, Mazda), used vehicles, service, parts and finance offerings. Most structurally comparable peer given shared multi-brand OEM model, integrated service/parts, and NZ private-company ownership profile.
- Giltrap Motor Group: Long-established Auckland-based multi-brand automotive retailer representing premium and volume marques (including Ford and Mazda franchises) with full sales, service, parts, finance, and corporate fleet capabilities. Direct competitor on Ford/Mazda franchises in the wider Auckland market with comparable integrated offering.
- Andrew Simms Motor Group: Auckland-based multi-brand automotive dealership group operating new vehicle franchises, used vehicle sales, servicing, parts and finance. Closely comparable on geographic market (Auckland), multi-brand franchise model, and integrated service offerings.
- Tristram European: Auckland-based multi-brand automotive dealership group specialising in European marques (Audi, Volkswagen, BMW, Mercedes-Benz) with new/used vehicle sales, servicing, parts and finance offerings. Comparable integrated dealer model though focused on European brands rather than Ford/Mazda.
- John Andrew Mazda: Auckland-based Mazda and Audi authorised dealership with new and used vehicle sales, servicing, parts, and finance offerings. Direct competitor on Mazda franchise in the Auckland market with similar integrated dealer structure.
- Armstrong Motor Group: New Zealand multi-brand automotive dealership group operating new vehicle franchises (including Ford), used vehicles, servicing and parts across multiple locations. Comparable NZ multi-brand dealership model with shared Ford franchise overlap.
Emerging players
- Turners Automotive Group: NZX-listed New Zealand used vehicle retailer and finance provider operating auctions, retail used car sales, and consumer/subprime auto lending. Partial overlap as a used vehicle competitor and finance provider, but with a digital-first marketplace model rather than physical showrooms.
- 2Cheap Cars: New Zealand used vehicle retailer with finance offerings operating a no-haggle, fixed-price model across multiple sites. Smaller-scale used vehicle competitor with overlapping consumer segments but lacking OEM franchise new vehicle operations.
Broad incumbents
- Inchcape plc: London-listed global automotive distributor and retailer operating across more than 40 markets with multi-brand representation, new and used vehicle sales, and aftermarket services. Broad incumbent offering an apples-to-apples global benchmark for multi-brand dealer group economics and capital intensity.
- Eagers Automotive: ASX-listed Australia's largest automotive retailer operating 200+ dealerships across all major OEM brands with new/used sales, service, parts, finance and fleet offerings. Closest trans-Tasman peer providing listed-market valuation reference for the multi-brand authorised dealership model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
South Auckland Motors social profiles
Digital presenceSouth Auckland Motors financial estimates
Financial estimateRevenue estimate
Valuation estimate
South Auckland Motors leadership team
Management profileNumber of profiles
South Auckland Motors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
South Auckland Motors M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about South Auckland Motors
What does South Auckland Motors do?
South Auckland Motors operates a multi-brand automotive dealership group selling new Ford and Mazda vehicles, a large inventory of used vehicles across multiple brands (Ford, Mazda, Toyota, Kia, Nissan, Subaru, Honda, Jeep, Volkswagen, Mercedes-Benz, Mitsubishi, Suzuki, Great Wall), and provides complementary finance, insurance, vehicle servicing, WOF inspections, parts and accessories, and a Bridgestone Tyre Centre. The group also offers fleet sales solutions for business customers and runs a dedicated parts warehouse.
Is South Auckland Motors a public or private company?
South Auckland Motors is a private company. It is classified as unknown and is currently operating.
When was South Auckland Motors founded?
South Auckland Motors was founded in 1954. It employs 101 to 250 people.
Where is South Auckland Motors based?
South Auckland Motors is headquartered in Manukau, New Zealand, in the Oceania region.
How does South Auckland Motors make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are finance & Insurance Products, service & Maintenance and tyre Sales.
Who are South Auckland Motors's main competitors?
Direct peers on record are Ebbett Group, Giltrap Motor Group, Andrew Simms Motor Group, Tristram European, John Andrew Mazda and Armstrong Motor Group. Emerging players are Turners Automotive Group and 2Cheap Cars. Broad incumbents are Inchcape plc and Eagers Automotive.
Does South Auckland Motors have an API?
No public API is recorded for South Auckland Motors.