Johannesburg’s northern skyline boasts an unlikely automotive cathedral. Beneath the vast, geometric curves of The Dome @ Northgate, once a beacon for global summits and concert crowds, now pulses the brightly coloured heart of South Africa’s used car revolution. This colossal structure isn't just a landmark; it's the undisputed flagship of WeBuyCars (WBC), a testament to how entrepreneurial grit, a disruptive idea, and the bold repurposing of an icon can forever alter an industry.
According to Janson Ponting, Sales Director of WeBuyCars, the facility's journey mirrors the evolution of consumer demand. Originally conceived as a massive multi-brand dealership three decades ago, the concept proved ahead of its time. After a stint hosting events – think Brian Adams rocking the rafters – The Dome now houses nearly 2000 vehicles under one roof.
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"Scale is absolutely fundamental to our operation and our value proposition," Ponting explained during a facility tour. He pointed to the sheer volume: attracting between 40 000 and 50 000 visitors monthly, with weekends seeing crowds of up to 700 people. Supporting this demand is a substantial team: 70 salespeople overseen by seven sales managers, two operations managers and a branch manager, collectively moving around 2 500 vehicles monthly from this single site.
Zooming out, WeBuyCars operates 17 branches nationwide, with The Dome standing as the flagship. The group currently holds an impressive 12 000 vehicles ready for sale across its network, facilitating sales approaching 16 500 units each month.
Ponting contextualised this figure: "Consider that total new passenger car sales in South Africa last month were around 31 000. From a scale perspective, our used vehicle operation surpasses the volume of any single OEM’s new car sales locally."
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The core of their model hinges on efficiency and transparency. A network of 400 specialist buyers scattered across South Africa sources vehicles, conducting initial evaluations and capturing detailed data. Upon arrival at The Dome every car undergoes a rigorous second evaluation.
"We match the data sets meticulously to ensure nothing was missed," Ponting emphasised. The process continues through a wash bay, advanced 360-degree photography and a comprehensive condition report conducted in partnership with independent assessor Dekra.
This Dekra assessment, Ponting clarified, focuses on roadworthiness-critical elements: brake performance testing, shock absorber checks, vital electronic diagnostics (scanning the vehicle's ECU) and a visual inspection aligned with roadworthy requirements.
"It’s not a full mechanical strip-down – that would require dismantling engines or gearboxes," he noted. "But it provides a robust check on safety and visible issues. Crucially, all this information directly informs the vehicle's pricing and is fully disclosed to potential buyers."
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Ponting stressed this transparency as a key differentiator, alongside competitive pricing enabled by their high-volume, low-margin approach. "A traditional dealership might celebrate five sales per salesperson monthly. Here, selling fewer than 20 cars puts a salesperson under pressure; our average is 27."
Inventory moves rapidly. Every car sourced enters a ‘new arrival’ online auction held seven days a week, typically listing 700 vehicles daily.
"Sundays see about 200," Ponting added. “Roughly 70% of these auction sales are to other dealers, with the remaining 30% going to informed private buyers. Vehicles not sold at auction then move to the showroom floor.”
On the floor, vehicles are clearly categorised (A or B) based primarily on age and mileage. "A-grade vehicles are generally younger, lower-mileage models. We handle necessary reconditioning for roadworthy certification and offer optional warranties," Ponting detailed. "B-grade vehicles are typically older. We explicitly highlight every known fault, and under the Consumer Protection Act (CPA), this disclosure legally limits our liability only for those specific faults."
This focus on older vehicles, Ponting argued, addresses a significant gap. "South Africa’s car park averages nine and a half years old. While other major players focus almost exclusively on cars under five years, WeBuyCars actively serves the market segment from roughly five to 20 years old."
He pointed out that this includes vehicles priced around R50 000, which undergo the same rigorous evaluation and pricing process as premium stock. "It’s a substantial, previously underserved portion of the market. We bring legitimacy, scale, and transparency to consumers navigating this space."
The Dome, once an ambitious dream, now hums with the energy of a high-volume automotive hub, driving a distinct and data-driven approach to South Africa's vast used car landscape.
Colin Windell for Colin-on-Cars in association with
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