Insights for Automotive Leaders and Aspiring Business Owners from Lemon Garage

In a recent discussion, the founder, Augus Webber of Lemon Garage, an automotive business specialising in classic cars, shared valuable insights highly relevant to established automotive leaders and upcoming business owners. 

The conversation delves into the journey of establishing Lemon Garage, the challenges faced, and the implications for the automotive industry.

Passion and Niche Focus

The founder's passion for classic cars began in childhood and was honed through nearly 17 years of experience at Porsche. This deep-rooted enthusiasm led to the creation of Lemon Garage in early 2018. The playful name "Lemon Garage" reflects a humorous brand identity, with customers receiving a certificate humorously stating they've bought a "lemon" when purchasing a car. This unique branding sets Lemon Garage apart in a competitive market.

Location and Market Strategy

Operating from Funnebelle Park, the founder chose this location for its significance and a quieter work environment. By focusing on classic and sports cars, Lemon Garage avoids direct competition with larger dealerships, catering to a niche market that attracts knowledgeable clients. This strategy highlights the importance of identifying and serving a specific market segment, a lesson valuable for any business owner.

Challenges and Rewards of Entrepreneurship

Transitioning from a stable corporate job to entrepreneurship involved significant risks and hard work. The founder shared the challenges of making the first sale and the importance of perseverance. This narrative underscores the reality of entrepreneurship, where success often requires stepping out of comfort zones and embracing uncertainty.

Classic Car Market Dynamics

The discussion also covered the classic car market in South Africa, emphasising the importance of service history and condition in determining a vehicle's worth. While most cars depreciate, certain models can appreciate significantly if well-maintained. This insight is crucial for automotive leaders looking to invest in or market classic cars.

Sustainability and Industry Critique

The conversation critiqued the automotive industry's focus on sales volume and environmental claims, advocating for a shift towards sustainability and remanufacturing older cars. The founder desired more personal connections in business, emphasising the importance of prioritising people over cars. This perspective encourages a more human-centric approach to business, fostering long-term relationships and customer loyalty.

Future of Hybrid and Electric Vehicles

The dialogue also touched on hybrid and electric vehicles, with scepticism about their environmental benefits and a call for reduced consumption. The founder praised innovative practices, such as Porsche's hybrid technology, while discussing the challenges of transitioning iconic models to electric. This balanced view provides a nuanced understanding of the future of automotive technology.

The conversation concluded with insights into the classic car market, financing options, and the importance of enjoying one's work and being true to personal desires. For automotive leaders and aspiring business owners, the journey of Lemon Garage offers valuable lessons in passion-driven entrepreneurship, niche market focus, and the importance of sustainability and personal connections in business.