With a passionate team, decades of experience, and one of the lowest staff turnover rates in the industry, Human Auto Bloemfontein sets itself apart through its people. Their commitment to customer care, shared responsibility, and continuous growth drives the dealership’s success across Central South Africa.
Human Auto Bloemfontein, a long-standing leader in Central South Africa’s automotive landscape, is not only celebrating its 75th anniversary this year, but also steering confidently into the future with bold new expansions and a people-first philosophy that sets it apart in the industry.
Founded on 3 January 1950 by Barnie Human under the original name Human & Kie, the dealership began as a small, community-focused operation. It grew steadily over the decades, becoming Human Motors and eventually Human Auto. The Bloemfontein branch has been operating from its current location since 1969 and remains the flagship dealership within the wider Human Auto Group.
“At the heart of our business are our values – honesty, quality, teamwork, and social responsibility,” said Des Williams, Dealer Principal at Human Auto Bloemfontein. “These aren’t just words on paper. They guide how we treat our staff and serve our customers every single day.”
Now, in a move that reflects the dealership’s adaptability and awareness of shifting market conditions, Human Auto is embracing a multi-franchise model. The group has recently acquired the Foton brand for its Bloemfontein and Welkom branches and will be launching a new MG dealership in Bloemfontein on 1 June 2025.
“We’ve seen the South African automotive landscape change drastically over the past decade,” Des explained. “With the rise of more cost-efficient vehicles from Asia, we recognised the need to diversify. That’s why we’ve expanded to include Foton and MG alongside our Ford and Human Select offerings.”
Foton, currently the top commercial vehicle brand in China, has made a strong entrance into the South African market, and Human Auto is confident in its local appeal. The addition of MG – another fast-growing, value-driven brand – marks a major milestone for the dealership and underscores its readiness to evolve with consumer needs.
But even amid change, the dealership’s greatest asset remains its people. “What makes us unique is our team,” said Des. “We hire people with energy, drive, and a genuine passion for what they do. When you visit one of our dealerships, you can feel that energy.”
Human Auto Bloemfontein boasts one of the lowest staff turnover rates in the industry. Many employees have decades of service, including Parts Manager Gerhard Grové, who has dedicated 40 years to the company. The management team alone holds a combined 150 years of experience in the automotive sector.
“Our culture is built on shared responsibility and mutual respect,” Des added. “Our founder always said the company belongs to its employees. That mind-set has created a deep sense of pride and ownership among the staff.”
Text: JUSTINE FORTUIN / Photograph: WARREN HAWKINS
