Impala Car Rental: Where to go from here?

Impala Car Rental staff showcasing the car rental fleet

by Think Local Media:

On a Saturday morning, we woke up to the sad news of the sudden passing away of Mr. Thompson Dondo (48), the founder of Impala Car Rentals. The man leaves behind a brand in turmoil. Tainted by an abduction scandal the flagship green impala has been replaced by a hyena dripped in blood by political activists. But with the owner’s death, what next for Impala Car Rental?

Six months ago, Impala Car Rentals was a darling brand for both corporates and individuals alike. Its clientele base cut across all sectors of the economy from NGOs, government departments and international tourists. The business boasted of 5 star ratings derived from its happy clients.

By then the only nagging issue was from its closed South African operations with several people accusing it of neglecting workers. But to most of us, it didn’t matter, we would scroll past the negative sentiments diluting them with our own glowing remarks. 

After decades in economic quagmire, Zimbabwe is a tough environment to launch a business let alone succeed. For many of us, Impala Car Rentals was a feel good story, a rags to riches story. He was one of our own. A man who started from nothing to something. We celebrated with him and he too celebrated with us.

Mr. Thompson Dondo solidified his image by supporting the arts industry as well financing several philanthropic activities. In 2017, the Impala Car Rental brand was voted as “Super Brand” best car rental company and “Customer Choice” car rental company of the year. 

But 24 hours is a long time in business. It took just 24 hours to dismantle a brand built over 13 years. Sometimes you do not choose your customers, they choose you. On that fateful day, the assailants could have hired the Ford truck from any other car rental companies but they chose Impala. 

The hard thing about hard things is when you are an entrepreneur winning or losing one big client could be the difference between staying afloat or closing your business. Whatever happened on the 31st of July, there is no business justification for it. Perhaps it is high time that small businesses invest in customer due diligence. 

This is common practice with MNOs, financial institutions and audit firms. It is not by hasard that brands like Deloitte, PwC, AIG and Barclays have been in existence for over a century. They do not just accept your business because you can afford their services.

Proper due diligence is carried out before signing on a new client. To them, a good name is more desirable than great riches. This is a lesson to all entrepreneurs.

To most businesses, money is the common denominator. The customer desperately wants your service and you want their money. Like all unions, the relationship between the customer and the business has to be mutually rewarding over time. The benefits accruing to both parties should not just have a dollar sign in front.

If all businesses performed a customer profitability analysis, they would realise that some of their best customers are the least profitable. But we stick with them because it is more beneficial in the long run for our business to be associated with the brand.

It is important that when onboarding new clients, businesses ask the right questions. Does the profile of the potential client align with the brand that we our trying to build? Has there been any negative publicity against the potential client which can harm our own reputation? Is the potential client, politically exposed and what does this mean to our brand? What is the potential risk rating and is it manageable?

Now that the man behind the vision is no longer here, the golden question is “what to do with the brand?”. The current headache lies with those taking over Impala Car Rentals. Should they sell off the brand? In the face of adverse publicity and whilst the camera is still pointed at Impala Car Rentals it might be too early to sell.

The valuation of the business will be heavily discounted. This is because this is a business built on goodwill which is currently in tatters. Moreover, the majority of the top of the range vehicles that they rent out do not belong to Impala Car Rentals. Whatever valuation they will settle for Impala Car Rentals is in a weaker position now than 6 months ago.

Can they ride the wave until the sea calms down? This will take good leadership and a meticulously executed succession plan. With steady hands, this is possible however they will be taking a bigger risk. For family owned businesses, 70% of all wealth or business transfers fail in the first generation according to the Williams Group.

The Impala brand is already under relentless barrage, people want answers and they will not stop asking. The family cannot afford to fight for the estate. They have to unite under one leader and it has to be perfect pick taking over from Mr. Thompson Dondo. 

In December 2020, Impala Car Rentals was voted as the most trusted car rental company in Zimbabwe despite the turbulent period it was experiencing. Perhaps this is a sign that the storm is already over.

Perhaps it is time for a re-brand. Death unites us all, friends and foes together. The death of founder could be an opportunity to reconstruct the image of the company. By courting public sympathy, the new leadership can project an image of new hands desperately begging for a second chance and new personalities that are willing to make things right. However, it will be hard to appease the public because they are baying for blood, they want the abductors to be brought to book.

This is what British writer Fredrick Forsyth termed, ‘the devil’s alternative’. When presented with two options but both have disastrous consequences you have to choose the one with less impact. “Whichever option you choose; people are going to die.” If Impala Car Rental releases the names of the abductors, they will be breaching the law and inviting the wrath of the accused. If they decide not to release the names, they will anger the masses who feel that the rights of a fellow citizen were infringed. There is no “win-win”, it is a “lose-lose” situation.

No man chooses when to die, Mr. Thompson Dondo leaves behind an empire in need of strong leadership and steady hands. Whether to peel or heal, Impala Car Rental is a brand in need of direction going forward. 

It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful Pointing has no control about

Shams W.Pawel Founder & CEO of XpeedStudio

It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful Pointing has no control about

Shams W.Pawel Founder & CEO of XpeedStudio
Client Image

It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful Pointing has no control about

Shams W.Pawel Founder & CEO of XpeedStudio
Client Image

It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful Pointing has no control about

Shams W.Pawel Founder & CEO of XpeedStudio
Client Image

It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful Pointing has no control about

Shams W.Pawel Founder & CEO of XpeedStudio
Client Image

It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful Pointing has no control about

Shams W.Pawel Founder & CEO of XpeedStudio
Client Image
 
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