Mission and Vision Statement | Hatfield Group | Brand | VW | Audi

At Hatfield Motor Group, we strive to be the best of the best. Creating an enduring business in the future means building the highest levels of customer satisfaction today - our business pulse has never been stronger. We are Volkswagen South Africa’s premier dealer group and have achieved this title through impeccable sales and service delivery. Our brand philosophy eradicates the middle man and we continuously strive for service excellence, ensuring that we incessantly work towards maintaining one of the highest customer satisfaction indices in the country.

Offering benchmark service levels comes with great responsibility. That’s why we work so hard to uphold the four pillars of what makes Hatfield’s service the best in the industry:


We see our customers as partners. An honest relationship and delivering service excellence are the foundations of this partnership. At Hatfield we aim to be a great place to work where people are inspired to be the best they can be.


Everything we do at Hatfield should benefit our brand as a whole. This will ensure we’re always setting the benchmark rather than aspiring to be better. With a decade of innovative vehicles, tailor-made solutions and customer-service excellence, we not only meet our customers’ unique business demands, but consistently exceed them.


Service is at the heart of everything we do. We can only deliver high levels of service excellence when we do business from the heart. We love what we do - and we do it with the utmost integrity and respect.


Above all, Hatfield is part of a community, and we need to support our community’s growth and development in the same way we nurture our own business.



Social Responsibility

Hatfield Motor Group has fully embraced the concept of corporate social investment. Significant monies are channelled into the development of the less fortunate.

Hatfield Motor Group is a proud sponsor of football. All local football in Tembisa is sponsored by Hatfield VW. In addition Hatfield VW is the primary sponsor of Highlands Park who presently compete in the National First Division. Over the years Highlands Park has produced many top players who have played for Bafana Bafana. Examples include Mothobi Mvala, Lehlohonolo Majoro and Thuso Phala.

Many other individuals have also benefited from Hatfield Motor Group corporate social investment and have been trained and up skilled to enter the job market. Many of these people from previously disadvantaged communities are now employed by Hatfield Motor Group and have proved to be outstanding performers in their respective fields.



Business Philosophy of Hatfield Motor Group

Hatfield Motor Group opened during 1998 in Pretoria and quickly established a reputation in the market for service excellence. Being a privately owned family business, the Directors adopted a hands-on approach making the channels for clients more direct and easily accessible. The sales executives are trained to ensure that their customer service is of the highest standard and this approach has clearly paid off – during 2002 Hatfield Motor Group was the leading retailer of Volkswagen new vehicles in South Africa with sales exceeding 100 new units per month.

In May 2003 Hatfield acquired the Volkswagen Franchise for the Randburg area, enabling us to provide the Randburg customer base with the benchmark customer service levels for which we have become known in Pretoria. This franchise then moved to its new premises on William Nicol Drive early April 2005.

Hatfield Motor Group has received the prestigious ‘Dealer of the Year’ award five times and Hatfield VW Pretoria is the only dealership in South Africa to have achieved membership of Volkswagen & Audi South Africa's prestigious Club of Excellence for the past fifteen years.

Membership to the Club is exclusively awarded to those Volkswagen & Audi Dealerships that excel in vehicle sales, franchise standards, parts delivery and customer satisfaction. This noteworthy achievement reinforces Hatfield's maxim of being ‘rated no 1 in service’.

Today, Hatfield consists of the following full Scope Dealers (Sales, Service, Parts, F&I):

  • Hatfield VW in Pretoria, Bryanston, Braamfontein,Rivonia and Northcliff
  • Hatfield VW Commercial in Hatfield
  • Hatfield Audi in Hatfield and Rivonia
  • Hatfield Truck and Bus in Pretoria
  • Hatfield Motor Accessories at each of our Dealers

Shareholders Profile

Brad Kaftel, Director – BA (Wits), MBA (Wits)

Brad Kaftel, now Managing Director of Hatfield VW, started out in the business over 27 years ago as a graduate trainee. Having learnt the business from the grass roots up – selling new and used vehicles and also spending some time in the workshop, Brad has intimate knowledge of all the aspects of the business with hands-on experience. He holds a BA from Wits, a Higher Diploma in Marketing from Unisa and a MBA from Wits. As a general manager of a Volkswagen dealership at the humble age of 26, Brad’s acumen and abilities into the critical dynamics of a car dealership are uncontested.

Today, as the Managing Director and majority shareholder of Hatfield Motor Group, Brad is responsible for the profitability, market share performance and customer service standards of Hatfield Motor Group. However, says Brad, his passion still lies in customer service. "Our after sales customer service is our best opportunity to convince you to purchase your VW or Audi at Hatfield Motor Group. We have become a major player in South Africa in a short space of time mainly because of our exceptional levels of customer service. I am also totally passionate about the VW, Audi and MAN brands and have been associated with them since I was 24-years-old," he says. With this diverse practical experience and extensive knowledge in subjects far beyond his responsibilities, Brad is both a guru and guide in the no-longer difficult process of buying a car. Says Brad: "Hatfield Motor Group should be your obvious choice for your next VW or Audi purchase. Our pricing is very competitive and I assure you that you will receive outstanding customer service after the sale – in fact, our relationship only begins once you have purchased a vehicle."

Brad is married with 4 children.

Joe Mthimunye, Non-executive Director – B.Compt Hons CTA (Unisa), CA (SA)

Joe is one of the founding partners of Gobodo Incorporated, an accounting and auditing practice. He established the corporate finance and advisory services as a division within Gobodo Incorporated in 1997. Joe led a management buyout of the corporate finance business and renamed it aloeCap (Pty) Ltd. aloeCap now boasts an investment banking and advisory team and manages a private equity fund of R250 million.

Joe has advised private and public sector companies on mergers and acquisitions in excess of R 10 billion over the past 19 years and has successfully raised R 250 million to launch aloeCap Private Equity Fund Managers. He has participated in various national conferences as a speaker on “Privatisation in South Africa’.

Previous experience includes two years at Nampak Tissue, as a Financial Manager and two years at the Department of Finance, as a financial accountant. Later Joe joined KPMG where he qualified as a Chartered Accountant in 1994.

Joe’s professional memberships include:

  • Member of the Public Accountants and Auditors Board (PAAB) Education Committee
  • Member of the South African Institute of Chartered Accountants
  • Member of the Securities Regulation Panel

Joe is married to Khomotso and they have 2 children.

Besides being good business partners and keen soccer enthusiasts, Brad and Joe are also Comrades Marathon runners. Brad having completed 16 and Joe 19. Both have 5 silver medals between them.


  • Cheryth Odette (Cheryl) Claassens
  • Naresh Babulal
  • Nicholas Paul (Nic) Malec
  • Khomotso Ramasela Mthimunye
  • Karl-Heinz (Karl) Herbert Lessle
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