Lazarus Motor Company Celebrates 65 Years, Continues to Put Customers First
Renowned Ford collector and CEO of Lazarus Motor Company, Colin Lazarus, remains one of the best examples of a successful family-run business in the local automotive industry.
This year the Lazarus family celebrates 65 years in the automotive business. During that time the company has used its strong reputation and set of customer values as effective tools against economic downturn, including the recent COVID-19 pandemic. As the company continues to adapt and evolve across four family generations, it looks to possess all the necessary characteristics to achieve ongoing milestones and benchmarks locally.
Colin remembers fondly the company’s humble beginnings during its formative years and key transformation periods.
In 1957, two months after Colin was born, Lazarus Motor Company was established with Colin’s father and grandfather selling tractors and cars in Bronkhorstspruit, Gauteng. Despite being a competitive industry Colin believes that their early success came from delivering solid customer service. In 1961 Colin’s father was awarded a Ford franchise in Bronkhorstspruit, and the Lazarus Motor Company has been a proud Ford dealer ever since.
“When a customer is stuck, they need assistance today, not tomorrow,” says Lazarus. “We believed back then that being able to respond faster and provide more personalised feedback would help differentiate us and become one of our most valuable hallmarks going forward. To this day, customer experience is ingrained in the way we do business and we still put people first,” says Lazarus.
“Colin is a true Ford ambassador who lives the brand to its fullest potential every day,” says Doreen Mashinini, General Manager for Marketing at Ford South Africa. “He carries immeasurable industry knowledge passed down by his grandfather and father, and now to his sons. If the Lazarus legacy is anything to go by, then the company is sure to continue its evolution and growth into the next generation, alongside Ford’s range of next-gen products,” says Mashinini.
When Colin was 22 years old, he took over the reins and began searching for new opportunities that would modernise the business and meet changing customer demands. In 1990, Colin would be influential in setting up a new dealership in Pretoria. It was here that he noticed the potential and realized the importance of having the right location. Colin then moved to his current premises in Centurion and pioneered a multi-franchise business which he now runs with his son, Ross Lazarus.
Colin easily admits that Ford holds a soft spot in his heart. “I grew up with Fords, and some of my fondest childhood memories are with the Ford brand, that’s all we ever had,” remembers Lazarus.
His collection of classic and modern Fords indeed lends credibility to this passion. A variety of bakkies, sports cars and hot hatches, some older than the company itself, are kept in pristine condition in his personal museum. Many of the cars, like the last Bantam to leave the production line, carry a unique story. His collection of GTs, capturing 50 years of Ford motorsport heritage, is one of the rarest in the world and deservedly takes pride of place – especially when attending local and national special events.
“I was incredibly fortunate to get my 2020 Ford GT into the country,” he admits, “but having the other two GTs proved how passionate and serious I was about these Fords and the bearing they have on Ford’s greatest motorsport achievements. Seeing everybody’s reaction to these three cars is terrific for the brand and illustrates the evolution of technology and performance. I doubt there is another private collection like it anywhere in the world,” says Lazarus.
“The family legacy looks certain to continue its upward trajectory, eclipsing our previous success in ways that may have seemed impossible half a century ago. Ross will bring renewed stability to Lazarus Motor Company and ensure that our dedicated team never loses sight of the mantra of putting customers first,” concludes Lazarus.
Lazarus Motor Company Celebrates 65 Years, Continues to Put Customers First https://t.co/7iLOvVKo1D#ArriveAlive #LazarusMotorCompany @Ford @FordSouthAfrica pic.twitter.com/6wkopdgb0k
— Arrive Alive (@_ArriveAlive) August 16, 2022
