Our story dates back to 1947, with the opening of a motor dealership in downtown Johannesburg that became the first building block in the IMPERIAL Group. Our group now employs over 51 000 people and has the largest network of motor dealerships in South Africa, representing all the country’s major vehicle brands.

Our original dealership also laid the foundation for IMPERIAL AUTOMOTIVE retail division – now known as IMPERIAL AUTO.

Today, IMPERIAL AUTO's activities incorporate the sale of new and used vehicles, finance and insurance as well as parts and servicing for passenger and commercial vehicles. Our Leisure division complements our customer’s vehicle requirements with products such as trailers, canopies, caravans, custom-built truck bodies and an extensive range of outdoor equipment.

As a decentralised organisation, we take great pride in our entrepreneurial spirit and remain true to our vision: to delight our customers in all that we do.

The below organogram provides you with an overview of all the brands we retail within our Passenger, Commercial and Leisure division.

To find your closest Passenger dealership visit our Dealer Locator here.

Vision and mission

Our vision

To delight our customers in all that we do

Our mission

  • We supply a comprehensive range of automotive solutions through all our divisions, which include Passenger Vehicles, Commercial Vehicles and Leisure
  • We represent the best quality brands, products and services in the automotive sector
  • We provide innovative vehicle solutions to our commercial customers through our advanced fleet solutions and proven expertise
  • We nurture entrepreneurial and passionate people through our commitment to their training, career development and transformation
  • Our focus is not only on economic prosperity, but also on maintaining a sustainable environment.

Key Initiatives

IMPERIAL Toyota Dakar Sponsorship

In partnership with Toyota SA, IMPERIAL AUTO is the proud sponsor of the IMPERIAL Toyota Dakar team, which comprises South African Giniel de Villiers and his German co-driver Dirk von Zitzewitz competing under the wing of Glyn Hall, the team principal.

Giniel and Dirk team first competed in the Dakar Rally under their current sponsorship deal in 2012. Despite limited preparation time, the pair finished third overall and followed this achievement by coming second in 2013.

Launched in 1979, the Dakar Rally is arguably the world’s most prestigious - and most demanding - off-road race. The IMPERIAL Toyota Dakar sponsorship remains Imperial Auto’s biggest sponsorship and expectations for the 2014 rally are running high amid intensive preparations.

Check out our news pages for regular updates on the IMPERIAL Toyota Dakar team’s progress towards the 2014 Dakar Rally.

Regent Racing

Regent Racing comprises a team of sportsmen who have tailored a lifestyle programme around a racing discipline. IMPERIAL AUTO and Regent Insurance, anIMPERIAL-owned company, are its title sponsors and IMPERIAL Nissan sponsors the official vehicles.

Regent Racing competes in the National Championship Cross Country Motor Racing events with a number of Nissan Navara vehicles. The championship is made up of eight events annually, usually held over two days and covering a total race distance of 400km. Qualifying takes place on day one and is used to determine starting positions for the main race on day two.

An interesting recent twist is the introduction of the Celebrity Programme in 2012. The Regent Racing team attracts various celebrities to participate in the racing challenge as a navigator – a very important and not-so-easy task. The celebrities become brand ambassadors for the whole weekend, which also allows Regent Racing supporters and fans to meet them face-to-face.

The Race of Fame has featured a number of popular South Africans including Fanie de Villiers, Natalie du Toit, Jonty Rhodes, Rob Simpson, Heinz Winkler, Roxy Low, Stefan Terblanche, Jack Parow, Barry Hilton and Derek Alberts with many more exciting public figures set to join in future.

Check out our news pages for regular updates on the latest Regent Racing achievements and celebrity round-ups.

Nomads Golf

IMPERIAL AUTO is a proud national sponsor of the Nomads Golfers. The Nomads comprises 12 regional clubs in South Africa and, in typical nomadic fashion, the Nomads golfers move from golf club to golf club within their region rather than playing at the same club each month.

All the nomads share a common objective: the furtherance of golf through support for ladies’, disabled and junior golf. And, of course, supporting those less fortunate than others through the Nomads National Andrew Mentis Endowment Fund.

Check out our news pages for the latest news from the golfing world.


If you’ve got the talent and ambition, IMPERIAL AUTO offers you a choice of career opportunities in various fields including Sales, Service, Finance and Insurance, Administration and Technical. You can choose to work with world-class brands across a range of IMPERIAL AUTO divisions including Passenger, Commercial and Leisure.

And if you choose to specialise in Technical, you will be entitled to enrol at the IMPERIAL Technical Training Academy, the country’s biggest artisan training institution. With centres in Johannesburg and Cape Town, our academy combines state-of-the-art equipment and technology with advanced teaching methods to ensure you achieve the highest standards in the motor industry.  

Your future does not stop with Imperial Auto. Because we are part of the IMPERIAL Group, working for us also opens up a world of other career paths in areas such as Logistics, Financial Services, Car Rental and Tourism – to name just a few.

Find out more

To find out more about how you can fulfil your personal and professional ambitions with Imperial Auto, log onto our recruitment zone to view our vacancies and upload your CV.

We’re officially a top employer

It’s official: if you choose to join IMPERIAL you are joining an organisation that is certified as one of the best employers in South Africa. According to research by the Top Employers Institute, IMPERIAL Group offers its people outstanding working conditions and looks after its people exceptionally well. As a result, we achieved the prestigious Top Employers South Africa certification 2014.

For more information about the Top Employers Institute and its research, go to