PROFILE: Lusso Auto in Cape Town

Following a successful career at various OEM dealerships in South Africa and Abu Dhabi, Arno Cloete decided to open his own business. He kindly discussed his latest venture over a cup of coffee.

Words and photos: Wilhelm Lutjeharms

As Arno Cloete shares stories of his career in the automotive industry, it is hard to believe that such a die-hard petrolhead started off by studying to be a diamond cutter and specialist. “A huge part of my family comes with a diamond and jewellery background. But that was not of interest to me, I like cars.”

Early years

“My first job in the automotive industry was with Nissan, followed by three years at Opel and then a stint at Mercedes-Benz.” After achieving significant success in terms of sales at Mercedes-Benz, he was then approached by a company in Abu Dhabi to manage BMW dealerships for five years.”

Arno admits that he always wanted to eventually return to South Africa as he loves the country, and he was then able to take a position at Scuderia Cape Town in 2012, the official importer of Ferrari. Eventually Arno resigned as General Manager from Scuderia South Africa Cape Town in January. 

• Find a classic (or new) Ferrari for yourself here.

“It was a really impressive brand to work for and to be associated with. Using what I have learned at Ferrari and the contacts and client base I’ve nurtured over these years, I was able to launch Lusso Auto.”

Founding Lusso Auto

“I had an idea of what I wanted to do. But, if you asked me how everything fell into place, I couldn't tell you.”

Listening to Arno talking about his time at Ferrari and the company itself, it is evident that he has a huge level of passion and appreciation for the iconic Italian brand. “One of the most important aspects I learned at Ferrari in terms of business was to remain humble, to be honest and to build relationships with clients. If you do that, people respect you and things will work out.”

Arno’s approach to selling a car to a potential buyer is to be as personal as possible. “If you want to view a car, you make an appointment. For that period of time that you are with me, it is only the two of us. No one else will walk in to demand my attention. I have a whiskey bar, or I can offer you a beer or coffee – whatever is a client’s preference. I want a client to feel at home and enjoy the experience.”

“Unfortunately, parts of this side of the industry have a negative reputation. People moan and you hear various stories. My aim is to be part of the group of businesses that give the industry a positive standing.”

A luxury toy shop

“I’m passionate about Ferrari, but at the same time I wanted to start my own business. I love cars, whether it is a Porsche, Lamborghini or a classic Ford Mustang or Mercedes-Benz SL. And what we’ve created here is a chance to get involved a variety of luxury and performance cars. I want a grown-up man who walks in here to feel like a kid in a candy shop. In essence I want to offer an adult toy shop for car enthusiasts.”

“We sell toys, not cars to get you from A to B – something you buy to spoil yourself. This includes some older classic cars, up to your more expensive, high-end cars.” Arno shares that he, for example, recently did a deal on a brand new high-performance Italian car of which there are only three in the country, which means, as is often the case, that not all cars are shown or advertised. 

Arno has also carefully selected his staff. Some of them he has known for several years and they are as enthusiastic about cars as they are in assisting potential clients. 

After our conversation, Arno heads up the stairs to take me for a tour of the showroom. The beautiful cars stand in strong contrast to the huge concrete pillars, while custom lights put the shine on the various, very special machines. The cars on offer range from a Ferrari F430 Scuderia, to a Bentley Bentayga, a modern classic Mercedes-Benz SL to a Ferrari 612 Scaglietti and a rare Mercedes-AMG GT R Roadster. Needless to say, there is a wide variety of cars on offer. 

Based in the Cape Town’s CBD, Lusso Auto is easy to find and whatever the purpose of your visit, don’t rush it as there are a few spaces to lounge, enjoy your drink and take in the views in this showroom.

Having only opened their doors in March, Arno admits that sales have been going well and that he has been offered various cars to sell with more to come. To see what is available in terms of stock, head over to their website (https://lussoauto.co.za/) or visit their Instagram account.