For many motorists, the true measure of a vehicle brand is not only the quality of the product but also the support they receive after driving out of the showroom.

Recognising that customer experience has become a major differentiator in the highly competitive automotive market, Chery South Africa has strengthened its strategic partnership with Digicall Group to enhance customer support, roadside assistance and aftersales services across South Africa and selected Southern African Development Community (SADC) markets, including Namibia.

The move comes as Chery continues to expand its footprint in Southern Africa following the recent opening of its South African manufacturing facility and increased investment in the region.

The company said the enhanced collaboration forms part of a broader strategy to deliver a seamless ownership experience while simultaneously supporting local businesses, creating jobs and investing in regional service excellence.

With Chery’s sales continuing to grow across Southern Africa, the demand for fast, reliable and consistent aftersales support has become increasingly important. The partnership with Digicall is designed to ensure that the company’s expanding customer base receives professional assistance throughout the ownership journey, regardless of where they are in the region.

“As Chery continues its rapid growth across Southern Africa, our responsibility extends beyond delivering exceptional vehicles. We are committed to ensuring every customer enjoys responsive, professional and consistent support throughout their ownership journey,” said Floris du Toit, Group Aftersales director for Chery South Africa.

“Our strengthened partnership with Digicall Group enables us to scale our customer support capabilities while creating opportunities for local service providers and contributing to skills development and economic growth,” he added.

The enhanced partnership introduces several improvements aimed at making vehicle ownership more convenient and stress-free.

These include improved customer case management systems, enhanced roadside assistance, faster emergency response times, expanded after-hours support and closer integration between dealerships, technical teams and customer care divisions.

Customers will also benefit from improved digital engagement platforms that provide real-time case tracking, allowing them to monitor the progress of service requests and roadside assistance more transparently.

The result is expected to be a faster, more connected customer experience with fewer delays and better communication throughout the support process.

The partnership highlights the growing importance of technology in the modern automotive industry, where customer expectations increasingly extend beyond the vehicle itself.

Digital service platforms, data-driven support systems and integrated customer communication have become essential components of premium ownership experiences.

Digicall believes its long-standing experience in mobility and customer support services positions it well to help Chery meet these evolving expectations.

“Digicall’s capabilities, refined over 23 years of serving customers, have earned the trust of multinational brands such as the Chery Group – a reflection of the company’s execution standards and its ecosystem-led approach to servicing car manufacturers in South Africa,” said Musa F. Sambo, chief commercial officer at Digicall.

“This partnership reinforces our core belief in prioritising the customer at every touchpoint, using data and technology to continuously improve the service experience for Chery customers throughout their vehicle ownership journey.”

Beyond improving service levels for existing customers, the strengthened alliance also has important economic implications.

Chery stated that supporting local enterprise remains central to the collaboration, with continued investment in roadside assistance providers, towing operators, customer support specialists, technology partners and businesses operating throughout the regional automotive supply chain.

This approach not only strengthens service delivery but also contributes to employment creation and skills development within industries that support the broader automotive ecosystem.

As Chery’s vehicle range continues to expand across Southern Africa, the partnership will also extend beyond South Africa into selected SADC markets under the company’s Chery Family Care programme.

This regional rollout aims to provide integrated cross-border customer assistance, regional roadside support and standardised customer service across participating countries.

For motorists travelling across borders within Southern Africa, this integrated approach could prove particularly valuable by ensuring access to consistent roadside assistance and customer support irrespective of where assistance is required.

Moreover, the announcement also reflects a wider shift taking place within the automotive industry, where manufacturers are increasingly competing not only on styling, technology and pricing but also on the quality of ownership experience.

Comprehensive aftersales support has become a key factor influencing customer loyalty and repeat purchases, particularly as consumers place greater value on convenience and reliability.

By combining Chery’s expanding regional presence with Digicall’s established customer service expertise, the companies aim to create a support network capable of matching the pace of the brand’s rapid growth. – ebrandt@nepc.com.na