In the driving seat

The oldest car dealership in Antigua and Barbuda, Harney Motors has continually grown and diversified to become the most trusted auto specialist in the region

Editorial - Victoria South

Opened in 1970, Harney Motors started life as a simple repair and servicing auto shop. However, by the end of the year, it had already begun to diversify its offering to include the sale of high-quality cars. It would be this move that led to the firm being declared a pioneer within the domestic automotive industry.

In December 1970, just nine months after opening, Harney motors was granted official Toyota dealership status, making it the first importer of Japanese performance motors into Antigua and Barbuda. The motivation for such a move came from owner Ewart Harney’s

When Harney returned to Antigua in the 1970s, he bore witness to the impact of the oil crisis. Suddenly, popular models of cars were falling from grace due to their higher running costs, leading Harney to take a chance on importing smaller, more economical varieties from Japanese manufacturers. The risk proved to be one worth taking and has led to more than half a century of successful enterprise.

Growing a multi-franchise outfit

The 1980s offered Harney Motors irresistible opportunities to corner the Japanese import market. During this time, Mitsubishi was welcomed into the family business, with Ford and Kia following in the next decade. This fast expansion would prove to be something of a pattern for Harney Motors, as Mazda, Ssangyong, Chrysler Jeep, Mercedes Benz, and most recently, Lexus were also welcomed into the fold.

In order to account for such a burgeoning portfolio of brands, Harney Motors launched a sister company, called Ace Enterprises, which owns the franchises for around half of the brands. However, despite being able to secure a vast number of automotive makes, Harney has always maintained a costeffective operation by keeping its inshowroom stock lean, with only the most popular models ready to be driven away.

This is a savvy approach to car sales and encourages serious buyers to build their dream vehicle without compromise, thereby providing Harney Motors with an opportunity to include optional extras and make each sale as profitable as possible. Though it’s not all about money.

Customers, and friends, for life

With a total land mass of 108 square miles, Antigua and Barbuda is not a vast island. As such, customer numbers are also not impossible to manage, but Harney Motors has focused its attention on being more than just a car dealer.

The family, which still owns and runs Harney Motors, believes that buying a car should be not only a pleasant experience but one that also opens up a lifetime relationship. As such, servicing, maintenance and repairs are all offered without prejudice and become such a norm, culturally, that the firm counts multiple generations of single families as customers.

Trusted sales come from the best staff

Given the specialist nature of the brands that Harney Motors carries, it comes as little surprise that such a dedicated outfit would choose to send its staff for focused training. Combined with Ace Enterprises, the business employs more than 80 people, with opportunities to join the throng being few and far between. The low staff turnover is largely thought to be a result of continued development and training and the highest levels of respect and fair remuneration that Harney is known for.

It is not unusual for Harney Motors mechanics to be sent to Japan, Panama and the US for brand-approved training, all in the name of continued customer confidence. Should a repair be carried out to an unacceptable standard, it would be troublesome for buyers to claim on their warranties, leading to a chink in Harney’s reputation, something that the family considers unthinkable.

The future of sustainable motoring

With electric vehicles increasing in popularity, Harney Motors is no doubt looking ahead to how such innovations will impact Antiguan customers.

Already committed to going further than most in the automotive sector to reduce its impact, Harney Motors safely repurposes old engine oil, but this will no doubt be overshadowed by future developments.

Though it takes, on average, five months for a new vehicle to arrive on the mainland, it seems likely that consumers will be starting to ask questions about the feasibility of electric, or at least hybrid cars, in a world where every country is expected to pledge to a net zero ambition. Antigua itself has promised to reach net zero by 2050, something that will be hard to accomplish without the introduction of efficient electric vehicles.

Happily, for Harney Motors, it is widely accepted that Japanese manufacturers are making some of the most sophisticated hybrid and electric options around, specifically Mitsubishi with its Outlander PHEV and Mazda. As such, the dealer will have a natural pipeline to access a reliable supply of the cars of tomorrow.

Back to its roots

While remaining at the cutting edge of motor supply, Harney Motors is also keen to stay close to its roots. As such, it revealed plans to significantly increase its service division, to be able to keep up with a projected increase of cars on the road.

“Are you ready to give your car the service it is asking for? Schedule car maintenance or repair right here,” the dealership says. “Our highly trained team of mechanics and customer service advisors are standing by and ready to serve you. We are able to provide a comprehensive approach to auto repair and auto maintenance services. Our aim is to keep our customers happy and driving.”

The oldest and arguably most treasured and respected automotive dealership and service centre within Antigua and Barbuda, Harney Motors is showing no signs of slowing down and it wants its customers to come along for the ride. In fact, it wants them firmly in the driving seat and loving every minute.