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Auto Magic specialise in non-structural auto paint and repairs. CEO Hein Scheffer speaks with Erica Wark about the future of the franchise
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uto Magic was founded in 1990 when Hein Scheffer found a niche opportunity in the motor restoration and repair industry. This niche was the gap between the chip repairs and the full blown auto body panel beaters/repair shops. Scheffer started a small company to test the waters and it has turned into one of the quickest growing companies in South Africa. The company is still experiencing exponential growth; with its customer base expanding geographically, it is of course making plans to expand the Auto Magic network in order to meet them. Customer convenience and ease of access to stores is key to Scheffer’s vision for Auto Magic; a concept which can clearly be seen in advertising campaigns, such as “Fortunately there’s an Auto Magic branch wherever your clients are.” As such he has in mind a rather aggressive expansion plan for the next 2 ½ years, and would encourage anyone interested in owning and operating a new franchise to get in touch!
Let’s take a brief look at the development of Auto Magic so far:
1990 1997 2002 2005
Scheffer opened the first Auto Magic to serve this niche area in the auto body repair market A pilot operation was set up to test this theory and to develop basic operating systems 3 franchised outlets were opened in Gauteng region, to further test the viability of this market
8 additional Franchised outlets were opened in South Africa, having received great results from the 3 franchised stores
2006
Plans were laid down to double the number of outlets after thorough testing of the existing network
2007 2009 2010
By the end of this year Auto Magic had 24 outlets operational
2012
Auto Magic plan to have 100 outlets operational by the end of 2012!
Saw an additional 20 outlets opened in South Africa
5 stores currently under construction. “We are currently expanding in Kwazulu Natal.” (Richards Bay, Umgeni, Durban CBD, Montclair.)
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Some might say this is a rather ambitious expansion plan to take place in the short period of 2 ½ years, however, the rate of expansion historically would denote that, while aggressive, it is entirely realistic for this fast moving company. Moreover, it would seem that Scheffer has cornered the market… and with such a comprehensive service offered that they still face no competition! However, this doesn’t mean that Auto Magic rest on their laurels; as a company it is extremely dynamic with its offering to the marketplace, and company standards. Auto Magic use the most technologically advanced auto repair systems available in the world, their offering is unique and of the highest standard. It is involved in ongoing investment into shops throughout South Africa. In store, Auto Magic pride themselves on having the most up to date and leading technology in the world, so you can always expect to see upgrading of existing products and fresh product offerings. In order to keep up high standards across the franchise stores all members of the Auto Magic teams train on site with a designated training manager. In addition to quality checks with staff, the staff, in turn, are obviously involved in ongoing quality checks of products, machinery and finish. Franchises experience traffic of between 3000-4000 cars a month, and, with a speedy 3 day turn around guaranteed, Auto Magic staff and operations team are always evaluating the most efficient in store practices also. Perhaps you’d be interested to know a little more about the advanced technology which Auto Magic use this advanced technology to magic away body work imperfections? The Paintless Dent Repair technique was developed in Europe about 40 years ago. South Africa has introduced this skill slowly, but it has now taken the industry by storm. The process is highly technical and involves much practice and patience. While it cannot repair all dents, size dependent, it is the best form of repair for dents caused by hail, minor body creases and smaller bumper indentations
How it works: Because car metal is soft, Paintless Dent Repair allows panel beaters to massage the metal from the inside out, returning it back to its original shape. With the help of specialized, fabricated tools that are purpose designed in high strength steel, the car’s metal is pushed back into shape from beneath the dent. Once the process is complete, the dent is no longer visible. The advantages of Paintless Dent Repair: It means there will be no trouble trying to colour match the damaged section There is also no risk of paint overspray on other areas of the vehicle As you retain the original paint on your vehicle the resale value is higher than it would be if the car was repainted It is cheaper than the more traditional methods of auto body repair! So, with this brilliant technology as part of their repertoire, here is a full list of services which Auto Magic specialise in: Scratches Rust spots Scuffs Hail damage Bumper repair Dent removal Colour coding Panel replacement Windscreen replacement What’s more, all services at Auto Magic provide clients with a professional finish and a quick turnaround time, guaranteed. Do you have a stubborn scuff or dent you’d like take care of? Or perhaps you like the idea of owning and operating your own Auto Magic Franchise! To locate your nearest store, or for more information, please visit: www.automagic.co.za or sharecall 0860 118 800 END
Claudia 083 251 9442 072 380 3020 Office: 011 616 2870 Fax: 0866 89 6912 virgin@mweb.co.za
AwArd winning new mArk five SprAy gun CleAning And reCyCle mAChine Fully automatic Waterborne or VOC detergent applications Only uses 25ml of cleaning detergent Conforms to motor manufacturing specifications and the latest local legislations All our products are green, with small or no carbon footprint
For further information contact Ecor Cleaning (Pty) Ltd + 27 11 967 – 1570 Fax:+ 27 11 967 - 1570 Etienne cell phone: 082 801 6883 Linda cell phone: 073 210 0194
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