2 Cheap Cars

2 Cheap Cars
Industry Automobiles
Founded 2011
Founder Eugene Williams, Yusuke Sena
Headquarters Auckland, New Zealand
Owner Eugene Williams, Yusuke Sena
Website http://www.2cheapcars.co.nz

2 Cheap Cars is the largest used car company of New Zealand founded in 2011.[1] The company was founded by Eugene Williams along with Yusuke Sena in June 2011.

History

The company was founded in June 2011 by Eugene Williams, the CEO and Yusuke Sena, the COO, who both owned equal shares of the company. The Company started its first outlet in unit 11 Highbrook Drive, Auckland. By 2016, there have been nation-wise outlets of the company serving in more than 16 locations.[2]

Achievements

2 Cheap Cars HQ
  • In 2014, the company was ranked 2nd on the New Zealand fastest growing companies list.[3]
  • In 2014, the company was marked as the Fastest Growing Retail or Consumer Business in the Auckland and upper North Island region in the Deloitte fast 50 list.[4]
  • In 2014 the company was the first investor of Kiwi Regional Airlines, with a 23% stake.[5] It helped launch of the new company by backing the investment of the launch project.[6] This also resulted making Eugene Williams Non Executive Director of the airlines from 2015 to 2016.[7]
  • The company was ranked second in Deloitte's Fast 50 Survey[8].
  • In 2015, 2 Cheap Cars started parallel importing of new cars from companies such as Honda, Toyota and Mazda. The new car showroom was opened in Greenlane, Auckland[8].

Controversies

  • The company was in bad press in Feb 2016 because of alleged using Maori culture in an advertisement to promote its Waitangi Day sale. The company's brand manager Jared Donkin admitted its advert but also claimed that firm wasn't trying to cause controversy and questioned why it was wrong for a Pakeha girl to "join in with Maori culture". The news got some bad press when the same video was posted online on Youtube and Facebook.[9][10]
  • The company also gained some bad press in July 2015 due to the alleged racism row between the employees and boss of the company that leads to the stop work in the company's Auckland's based outlet. The company however claimed that the car groomers were totally incorrect and were being misled and manipulated.[11][12]
  • The company received "cease and desist" notice from the car giant Honda on May 2015 claiming that the advertisement of the Honda Jazz currently being marketed by 2 cheap cars will mislead the consumers. The legal action claimed that the company advertisements were misleading and could confuse the consumers which further result in the low sales of the new car manufacturers including Honda.[13]

References

  1. ↑ "2 Cheap Cars". Scoop.
  2. ↑ "Official Website".
  3. ↑ "Deloitte Fast 50". Deloitte Private.
  4. ↑ "Used car dealer wins". Deloitte Private.
  5. ↑ "2 Cheap Cars to sell 10% stake in Kiwi Regional Airlines", New Zealand Herald, 24 December 2015.
  6. ↑ "Kiwi Regional Airlines Launched". Whakatane.
  7. ↑ "Car Dealership Behind Airlines". AutoTalk.
  8. 1 2 "2 Cheap Cars to Challenge Japanese new car dealership with parallel import". National Business Review. July 1, 2015.
  9. ↑ "Use of Maori Culture in 2 Cheap Cars". Stuff.
  10. ↑ "VIDEO: What are the most complained-about ads in NZ in 2016?". Radio Live. June 19, 2017.
  11. ↑ "'12-hour shifts for no extra pay' – Workers walk off the job at 2Cheap Cars", New Zealand Herald, 17 July 2015.
  12. ↑ "Racism row leads to stop work". Stuff.
  13. ↑ "Honda NZ threatening legal action". Stuff.
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