AUTO parts retailer Bert’s has entered into vehicle sales as it partners with Chinese automaker Dongfeng to roll out the brand locally.

Through its newly formed Bert’s Automotive subsidiary, the 38-year-old company is looking to introduce seven Dongfeng models to Jamaica, priced between $3.7 million and $13 million. This marks a strategic expansion for the business which has supplied the local market with more than 120,000 different automotive parts since 1988.

The partnership follows discussions with Dongfeng that date back to 2023, with the first shipment of vehicles arriving on the island this week.

“We are very excited about the partnership. After some discussions we got our first batch of cars just this week. We already have sales and interest in the different models, so we are looking forward to strong uptake of the vehicles,” Bert Tomlinson Jr, director of Bert’s Automotive, told the Jamaica Observer in an interview on Wednesday, while noting that the company expects additional shipments monthly as it positions to respond to demand.

“We’re going to be locking in with Dongfeng as we put the full leverage of Bert’s Auto behind the partnership,” he added.

TOMLINSON, JR… after some discussions, we got our first batch of cars just this week. We already have sales and interest in the different models, so we are looking forward to strong uptake of the vehicles

While the director declined to disclose sales projections or targets for revenue growth, he said the company is currently focused on establishing the operation while leveraging its existing parts inventory, distribution network, and customer service capabilities to differentiate its offering in a highly competitive market.

“Our immediate priority is to fully establish the operation and make vehicle ownership more convenient for customers; from this, we expect revenue growth to follow based on the value delivered. However, right now, our focus is on the customer and ensuring that we can provide them the most value as we make their life as easy as possible, just like we do at Bert’s Auto Parts,” Tomlinson Jr said.

The company is preparing to begin handing over of its first set of vehicles to local buyers as early as next week, following a soft launch and unveiling event. Its initial line-up comprises models such as the Shine GS, Mage, Huge, Box, Vigo, 007 and M-Hero, with a range spanning petrol, hybrid and electric vehicles for which SUVs now account for most of the offering.

Expanded line of vehicles

As the company builds awareness of the brand locally, Tomlinson Jr said the plan is to expand the line-up later this year with additional models, including hybrid, electric and diesel pickups. The company recently opened its showroom at 53 Hagley Park Road in Kingston, where prospective buyers can now view the vehicles and book test drives online.

The Dongfeng Shine GS, one of the models being considered for introduction to Jamaica as Bert’s Automotive expands its vehicle line-up through a partnership with the Chinese automaker. The model is among several hybrid and electric vehicles featured on Dongfeng Jamaica’s website as coming soon, and is said to be capturing consumer’s interest at $3.6 million.

Promising strong after-sales support, the director also said parts for the vehicles are already stocked locally through the company’s auto parts division. Subject to applicable terms and conditions, buyers will also receive a seven-year warranty and a service package covering three years or 42,000 kilometres. Additionally, purchasers of electric vehicles will also receive home charger installations.

“We recognise that purchasing a vehicle is a significant investment, and customers need to feel confident that they will have the necessary support long after leaving the showroom. That was an important consideration in our decision to partner with Dongfeng,” the director said. “We are not simply introducing another vehicle brand to Jamaica. We are building an ownership experience that is supported by the expertise and resources Bert’s has developed over the years.”

Bert’s entry into vehicle sales comes amid growing interest in Chinese automotive brands in Jamaica, with more local dealers entering the market to meet increasing consumer demand. The move follows similar ventures by other local dealers including Tyre Warehouse, the authorised dealer for Jetour; ATL Automotive, which distributes BYD vehicles; and Jetcon Corporation, which represents BAIC.

Dongfeng, which began manufacturing vehicles in 1969, has reportedly produced and sold nearly 60 million vehicles, with a presence in more than 100 countries. Its partnership with Bert’s is part of the Chinese automaker’s efforts to expand its reach in international markets.

“Bert’s has been part of Jamaica’s automotive industry for almost four decades, and throughout that time our business has been built on understanding the needs of motorists and providing the support they depend on. Moving into vehicle sales is a natural progression for us. We are taking the experience, relationships and infrastructure we have developed over the years and [are] using them to serve our customers in a new way,” CEO of Berts Auto Parts, Bert Tomlinson Sr said.