When Donahue Martin walked away from a stable job in banking, many called it a risk. But to Martin, leaving the now-defunct Trafalgar Commercial Bank was less about risk and more about a vision — one he believed could reshape Jamaica’s automotive landscape.

Betting on himself, he launched Auto-Don Traders Limited in the late 1990s, determined to bring quality auto parts to a growing market and serve an industry he knew was on the cusp of transformation. That leap of faith laid the foundation for a business that, today, is a familiar name across the island, with Martin’s son, Dr Donnell Martin, carrying forward his father’s dream into new and innovative territories.

Auto-Don started with a focus on essential car parts, but the company has evolved to serve Jamaica’s growing automotive needs from its current headquarters at 19 Keesing Avenue, Kingston 10. Today, Auto-Don, supported by a team of 12 employees, supplies shocks, disc pads, rack and pinions, and headlamps for a wide range of vehicle models. The company also partners with local brands like Yaadie Bee, for air fresheners, and Nuff, for windshield wash and coolant, to diversify its offerings. Both brands are owned by Yaad Way Development, a company founded by Dr Martin.

“Our goal has always been to provide convenience and quality —no minimum orders, no compromises,” Director Dr Donnell Martin told the Jamaica Observer.

“We aim to serve every automotive client, big or small, with the same level of commitment.”

With over 450 retailers relying on Auto-Don, the company’s role as a distributor has become a pillar of its growth, giving the directors the confidence to expand into another segment of the market. Over time, Auto-Don moved beyond auto parts, venturing into used car sales to serve a broader segment of customers.

“Our adventure started back in the late 1990s, and over the years, we have learned the importance of listening to our customers,” Donahue Martin reflects.

“Like with all businesses, there have been rough times, and we have done our best to stand firm in our core philosophy of providing quality service in spite of the challenges.”

In Jamaica’s automotive sector, growth often means grappling with logistical challenges and cost pressures. Dr Martin is candid about the realities: “Logistics and fluctuating costs are a reality we face, but we see enormous potential in collaborating with local suppliers,” he told the Business Observer.

Auto-Don’s resilience was also tested during the COVID-19 pandemic. By focusing on strategic partnerships and careful financial management, the company weathered the storm, positioning itself for sustainable growth.

“COVID-19 was a real test of resilience for us,” Dr Martin admits, “but by focusing on strategic partnerships and prudent financial management, we not only survived but positioned ourselves for growth.”

He emphasised that Auto-Don’s commitment to innovation is key to its adaptability, with digital infrastructure playing a central role in streamlining operations and meeting client needs.

“We’re always looking for ways to innovate,” he said. “Embracing digital infrastructure has been key in making the ordering process seamless for our clients and in helping us stay ahead of market demands.”

Reflecting on his journey, Dr Martin recalls a recent moment that underscored the company’s impact. “Seeing our impact first-hand, like spotting 10 cars with Auto-Don parts in Montego Bay over just three days, makes all the hard work worth it. It’s a reminder of the reach and importance of our brand in everyday lives.”

Twenty years on, the company is still finding new ways to capture more market share. Recently, Auto-Don entered a strategic partnership with Fesco for the distribution of its FutrOil brand, further expanding its distribution reach. Fesco’s core business is the marketing and distribution of petroleum products such as e10 87 octane, e10 90 octane, automotive diesel oil, ultra-low sulphur diesel and lubricants to both retail and commercial customers.

“Fesco is a prominent player, and the opportunity to partner with them is humbling,” Dr Martin shared. “We’ve been consistently handling islandwide distribution for over 20 years, and this collaboration allows us to showcase our expertise on a larger scale.”

Auto-Don’s commitment to Jamaica extends beyond business. In addition to working to secure its place as an industry leader, the company invests in its community, working closely with local primary schools to provide support for underprivileged youth. “For us, corporate responsibility goes beyond business; it’s about empowering communities,” Dr Martin said. “We work closely with local schools, particularly in underprivileged areas, to ensure young people have the support they need to succeed.”

With a strong foundation and ambitious goals, Auto-Don is setting its sights on future growth.

Through partnerships with brands like Fesco and Yaad Way Development, the company is poised to introduce new automotive products that meet Jamaica’s evolving needs.

“In the short term, we’re excited to launch new products in partnership with Fesco and Yaad Way Development,” Dr Martin said. “Long term, our focus is on expanding our presence and continually diversifying our offerings to meet the needs of Jamaica’s growing automotive market.”

With an eye toward the future, Dr Martin encourages aspiring business leaders to remain resilient and committed to their vision. “Never stop believing in your vision. Be adaptable, be solutions-oriented, and remember: no one succeeds alone. Building the right alliances is as important as hard work,” he said.