Well-Established Roots For Family Business

Max’s rural life on his coastal dairy farm was forced to shift gears when he was diagnosed with Leptospirosis, a bacterial disease. The sudden change in Max’s health meant it was time for a significant change in how and where he worked.

Max’s move to automotives began with selling vehicles off the lot and six months later he purchased his own New Plymouth dealership, Faywell Suzuki. Within 5 years, Max purchased a Nissan franchise and acquired one of the region’s largest dealerships with Holden and Mazda boosting his offering and customer base. During this time his sons, Daryn and Wayne joined the enterprise, marking the start of a true family run business.

Over the past 35 years and counting, Max Pennington’s AutoCity has become one of the region’s best full service dealerships, with two branches; New Plymouth and Hawera. The flagship in New Plymouth epitomises an Auto City featuring new and used vehicles, 7 brands including Suzuki, a full vehicle service suite with an auto electrical workshop and panel and paint shop.

With 85 staff including 6 family members, the shift from farming has proved successful for Max and his kin. Max’s sons Daryn and Wayne Pennington are Dealer Principals. Wayne leads Suzuki, used cars, finance and insurance. Daryn manages parts and service and looks after the dealership’s other brands. Daryn and Wayne’s wives, Carmen and Jude, also work in the business along with Wayne’s daughter Kyra and nephew Kayden. Wayne says of the family dynamic, “It works well, everyone has their role and as we’re in different areas, we see each other less than you’d expect”. Jude Pennington has worked for Max since the early days, an irreplaceable asset from the original Nissan dealer, essentially second in command to Max since 1990.

The family dynamic is reflective of the Suzuki dealer experience says Wayne, “The Suzuki franchise team are great to work with, they are down to earth and accessible, you feel valued and not lost in a big corporation. Suzuki has a real family feel which also goes well with our values.”

Suzuki customers, Wayne says are his favourite, “Suzuki customers know what they want. They are loyal and passionate about the brand, they know it’s such a great, quality product. Suzuki offers good value for money, there is not a haggle mentality with this type of customer, the vehicle delivers just what they need and for a reasonable price. There’s nothing to argue.”

As for the future of the New Zealand car industry, Wayne can see that dealerships will have to adapt with what the market throws at them. “I see the market dynamics changing over the coming years with the drive to clean and efficient vehicles through legislative changes and consumer demand. Suzuki is well poised to take advantage of this change with products that can meet these new needs.”