It’s a Family Thing

Melbourne Auto Institution celebrates 50 years

At Melbourne’s premier car dealerships, it’s not just vehicles that go the distance. This week, Penfold Motors celebrates 50 years of trading – proving that great relationships go the distance too.

The family-owned and operated firm began trading in 1964 from a humble used car yard in Blackburn. And thanks to a strong focus on customer service and genuinely treating customers as one of the family, the company has grown into a successful consolidation of flagship Audi, Holden and Mazda dealerships across Melbourne.

Managing Director, Greg Johnstone said: ‘It’s a remarkable achievement and something we’re extremely proud of. I think, generally, people fear being pressured when they visit car dealerships, or don’t enjoy or aren’t experienced at negotiating. People are, quite rightly, afraid of paying too much. But we’re about creating long term relationships, not making one off sales. That means we’re always friendly and we make everything as easy and convenient as possible’.

Looking to the future

To mark its 50th anniversary, Penfold has launched a brand new look and feel – including a new logo and website – which better reflects the way the business works and matches its strong ambition.

While the way Penfold looks has changed, one thing that remains the same is the way they do business, explains Greg’s father and former Penfold MD, Alan Johnstone: ‘When people come to Penfold, they’re not buying a car but joining a big family. 75% of our business comes from repeat or referred customers. Hopefully this means we’re treating people right. There are several customers who’s children and grand children all buy and service their cars with us. We have a relationship with their entire family.’

Great relationships also account for how Penfold deals with staff and suppliers.
‘This year, many of our staff celebrate 10 years or more with Penfold, and we’ve excellent relationships with car manufacturers and distributors.’

In fact, wheels are already in motion on a new Audi dealership in Doncaster – which should be completed by the end of the year.


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