Raceview Motors

What Raceview Motors does

Raceview Motors, trading under GFI Motor Corporation (Pty) Ltd, is a private, family-owned automotive dealership group headquartered in Alberton, Johannesburg, Gauteng, South Africa. Operating since 1982, the group is structured as a multi-brand retailer holding dedicated franchise subsidiaries for eight OEMs — GAC, JMC, Chery, GWM, Haval, Mahindra, Omoda, and Jaecoo — alongside a broad pre-owned vehicle operation covering 36+ brands. The group employs approximately 54 staff across sales, service, and parts functions under Dealer Principal Cecilia Ries.

The business monetizes through three primary streams: (1) new-vehicle sales across the franchised OEM portfolio at price points ranging from R189,950 to R889,950; (2) a service and parts operation supporting both warranty and aftermarket work; and (3) a pre-owned vehicle channel with a 36+ brand inventory. Distribution is anchored at a single physical showroom in Alberton, supplemented by countrywide delivery capability that extends the addressable market beyond Gauteng.

Beyond the core dealership activity, Raceview has built a vertically integrated vehicle-lifecycle ecosystem including buymycars.co.za (instant vehicle purchase), Autobid / Sell Your Car Online (online auction channel), and Rent My Car (rental income). The group has approximately 997 Google reviews and operates without any disclosed external funding, consistent with a stable, family-controlled operator rather than a venture-backed growth company.

Name

Raceview Motors

Legal name

GFI MOTOR CORPORATION (PTY) LTD

Website

https://raceviewmotors.co.za

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

51–100 employees

Short description

Raceview Motors is a family-owned, multi-brand automotive dealership group in Alberton, South Africa, retailing new vehicles from eight OEMs (including GAC, JMC, Chery, GWM, Haval, Mahindra, Omoda, Jaecoo), pre-owned vehicles across 36+ brands, and operating service, parts, rental, and online vehicle-acquisition channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Alberton

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Vehicle Sales: Sales of new vehicles (including GAC, JMC, Chery, GWM, Haval, Mahindra, Omoda, Jaecoo brands) and quality pre-owned vehicles across multiple makes including BMW, Ford, Volkswagen, Kia, Suzuki, and others. Vehicles are sold with various financing options including used car finance and private-to-private vehicle finance.
2. Service Center: Full-service workshop providing vehicle maintenance and repairs. Offers smash and grab protection film installation. Discount programs for pensioners (60+ with SASSA card, up to 10% discount) and students (15% discount with valid student card and driver's license).
3. Parts Sales: Sale of automotive parts and accessories through the Parts department.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Raceview Motors is a multi-brand automotive dealership that sells new passenger vehicles from brands such as GAC, JMC, Chery, GWM, Haval, Mahindra, Omoda, and Jaecoo, alongside pre-owned vehicles. It also operates a service center for repairs and maintenance, sells parts and accessories, and offers smash-and-grab window tinting. The dealership is based in Alberton, Gauteng, South Africa, with countrywide delivery for purchased vehicles.

Product overview

Raceview Motors operates as a multi-brand automotive dealership under GFI Motor Corporation (Pty) Ltd, offering a unified platform for vehicle sales, finance, and service. The core offering consists of new and pre-owned vehicle sales across 36+ vehicle brands including BMW, Ford, Volkswagen, Kia, Suzuki, Omoda, GAC, JMC, Haval, Chery, Jaecoo, and Mahindra. The product portfolio is structured around vehicle sales as the primary revenue driver, supported by integrated financing services (Used Car Finance, Private-to-Private Finance), a service center with parts sales, and complementary platforms including Buy My Cars.co.za (instant vehicle purchase), Sell Your Car Online.co.za (online valuation), and Rent My Car. The dealership also operates branded sub-dealerships for GAC Motor Alberton and JMC Motor Alberton. Customer engagement is enhanced through competitions and promotions including test drive competitions, Xmas in July promotions, and targeted service discounts for specific customer groups.

Differentiator

Problem solved

Functional benefit

Products and services

• New vehicle sales (multi-brand) Sale of new passenger vehicles from multiple OEM brands including GAC, JMC, Chery, GWM, Haval, Mahindra, Omoda, and Jaecoo, targeted at individual retail buyers in South Africa.
• Pre-owned vehicle sales Sale of used or pre-owned passenger vehicles from the dealership's inventory, for individual retail buyers seeking lower-priced alternatives to new vehicles.
• Service and repair center On-site automotive service center providing vehicle repairs and maintenance for customers, with a website-based booking flow.
• Parts and accessories sales Sales of vehicle parts and accessories for the brands represented by the dealership, targeted at owners needing replacement parts or upgrades.
• Smash-and-grab window film installation Installation of smash-and-grab protective window film on vehicles, priced from R1,750, available to vehicle owners.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• BuyMyCars.co.zacoreChannel Partner/ Reseller/ DistributorBuyMyCars.co.za is a partner platform where Raceview Motors purchases vehicles from customers. The partnership allows customers to sell their vehicles directly to Raceview Motors through the BuyMyCars platform.
• AutoBid.co.za (Sell Your Car Online)supportingChannel Partner/ Reseller/ DistributorAutoBid.co.za provides online vehicle valuation and selling platform. Raceview Motors directs customers to this platform for vehicle trade-in assessments.
• RentMyCars.co.zasupportingChannel Partner/ Reseller/ DistributorPartnership with RentMyCars.co.za for vehicle rental services. Raceview Motors directs customers needing vehicle rentals to this partner platform.
• GAC MotorcoreChannel Partner/ Reseller/ DistributorGAC Motor Alberton is a dedicated showroom under Raceview Motor Group selling new GAC (Guangzhou Automobile Corporation) vehicles. Part of the Chinese automotive brand's South African dealer network.
• JMC MotorcoreChannel Partner/ Reseller/ DistributorJMC Motor Alberton is a dedicated showroom under Raceview Motor Group selling new JMC (Jiangling Motors Corporation) vehicles. Part of the Chinese automotive brand's South African dealer network.
• CherycoreChannel Partner/ Reseller/ DistributorChery Alberton is a branded showroom operated by Raceview Motors under the Raceview Motor Group, selling new Chery vehicles as an authorized dealer.
• GWM (Great Wall Motors)coreChannel Partner/ Reseller/ DistributorGWM Alberton is a branded showroom operated by Raceview Motors under the Raceview Motor Group, selling new GWM vehicles as an authorized dealer.
• HavalcoreChannel Partner/ Reseller/ DistributorHaval Alberton is a branded showroom operated by Raceview Motors under the Raceview Motor Group, selling new Haval vehicles as an authorized dealer.
• MahindracoreChannel Partner/ Reseller/ DistributorMahindra Alberton is a branded showroom operated by Raceview Motors under the Raceview Motor Group, selling new Mahindra vehicles as an authorized dealer.
• OmodacoreChannel Partner/ Reseller/ DistributorOmoda Alberton is a branded showroom operated by Raceview Motors under the Raceview Motor Group, selling new Omoda vehicles as an authorized dealer.
• JaecoocoreChannel Partner/ Reseller/ DistributorJaecoo Alberton is a branded showroom operated by Raceview Motors under the Raceview Motor Group, selling new Jaecoo vehicles as an authorized dealer.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Auto Pedigree: South African used-vehicle dealer network with multiple branches. Directly comparable as a multi-branch used-car retail competitor serving similar Gauteng-area buyers with finance and trade-in services.
• WeBuyCars: South Africa's largest independent car-buying and used-vehicle retailer. Directly comparable on instant-buy used car acquisition and multi-brand used inventory, competing head-to-head with Raceview's BuyMyCars platform and pre-owned sales.
• Pharoosh Auto: Independent South African multi-brand dealership offering new and used vehicles. Closely comparable to Raceview as an independent, family-style multi-brand dealer serving similar entry- to mid-market customer segments.
• Barons Motor Group: South African independent multi-brand dealership network. Comparable as a competing independent multi-brand dealer group offering new and used vehicles with in-house finance and trade-in services.
• Kelston Motor Group: Independent South African multi-brand dealership group operating across multiple brands. Comparable as a multi-OEM independent competitor with overlapping brand franchises and similar customer demographics.

Emerging players

• GetWorth: South African online vehicle valuation and instant-offer platform. Comparable as an emerging digital competitor to Raceview's BuyMyCars and Autobid trade-in / valuation offerings.

Broad incumbents

• Motus Holdings: Largest automotive group in Southern Africa, encompassing multi-brand dealerships, parts, and rentals. Comparable as a multi-brand retail competitor and as an operator of complementary mobility services overlapping with Raceview's rent/buy/sell ecosystem.
• Imperial Auto (Imperial Holdings automotive unit): Diversified South African mobility group with significant new-vehicle dealership interests. Comparable as a scaled, well-capitalized dealer group with exclusive OEM franchises across multiple brands.
• CMH (Combined Motor Holdings): Established South African multi-brand automotive group with passenger, commercial, and after-sales operations. Comparable as a scaled multi-OEM dealership group, but operates more locations and has deeper OEM exclusivity than Raceview.
• SuperGroup (Super Group Automotive): South African automotive retailer with multi-brand new and used vehicle dealerships. Comparable as a multi-OEM dealer group competing for the same Gauteng-region buyers, with broader geographic reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/RaceviewMotors
• Facebookfacebook.com/MotorsRaceview
• LinkedInlinkedin.com/company/raceview-motors

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Raceview Motors