Auto fitment specialist Supa Quick has won the industry award for the service excellence category in the 2020 Ask Afrika Orange Index Awards. Supa Quick, which has been in operation since 1986, was one of the most trusted and loved brands in a survey that included 159 companies across 26 industries, overcoming the general negative impact of the Covid-19 pandemic on overall customer loyalty.
“Consumers have become increasingly cost-conscious during the pandemic, putting every expense under the microscope and questioning the value that brands add to their lives,” says Supa Quick brand manager Yolandi Grundeling. “The auto industry and fitment centres have been truly tested as vehicles have been travelling less and the influx of cheap imports is causing premium providers to demonstrate their relevance. “Supa Quick’s enduring dedication to the safety of all road users is reflected across everything we do and despite the impact of the crisis on volumes, we have never compromised on excellent customer experience, value for money and quality products,” she adds.
According to the Ask Afrika survey, the market, comprising an aggregate of all brands, suffered a decline in the brand loyalty score from 63% pre-Covid to 55% in the wake of the pandemic. Similarly, brand trust and brand love both fell from 70% to 60% across the spectrum. “Another key component that has helped us sustain strong customer loyalty is that every Supa Quick franchise is family-oriented and deeply invested in the areas they operate in, with staff often being involved in community upliftment projects,” Grundeling says. In July 2020, Supa Quick partnered with Wheel Well, a non-profit organisation dedicated to road safety for children in South Africa.
The initiative involved the establishment of drop-off points where South Africans can leave unused or unwanted, as well as new donated child car seats at all Supa Quick fitment centres nation-wide. These are delivered to Wheel Well, which then cleans and refurbishes them, offering them to families in need. In September, Supa Quick donated R100 000 to Wheel Well, which went towards a new Child Car Safety Learning Centre. In the October, marking Transport Month, Supa Quick partnered with the Bakwena Platinum Corridor Concessionaire to host the Be Smart, Be Safe road safety campaign, donating reflective sashes while educating learners and teachers on road safety through a comprehensive show.
“This past year has demonstrated that a close partnership between customers and businesses is vital for long term success and sustainability,” Grundeling says. “We look forward to delivering and surpassing our customers’ expectations, while helping to build into all the communities that we rely on to take our nation into a prosperous future.”