Shabir Tayob

Shabir Tayob is the chief executive officer of the Supertech Group, KwaZulu Natal’s largest BMW dealership group. For Shabir, leading the group is about far more than selling cars, it is about creating meaningful connections and unforgettable experiences for every customer who engages with the brand.

Shabir’s journey in the BMW world began in 2007 when he purchased a modest 8.5% share in the then Supertech Durban dealership. With a clear vision for growth and innovation, he acquired 100% ownership in 2012. Over the next three years, he transformed the group, expanding it from one dealership to six and growing the workforce to over 500 people across Durban, Pinetown, Pietermaritzburg, Newcastle, Shelly Beach, and East London.

REMARKABLE GROWTH

This remarkable growth has always been more than just numbers. For Shabir, it is about building a legacy rooted in community and customer satisfaction. “Our purpose is to deliver not just cars, but exceptional experiences,” Shabir explains. “Every interaction with the Supertech Group should leave a lasting impression. It’s about passion, world-class service, and crafting moments our customers will treasure.”

Born in Pietermaritzburg to a family that owned a transport business, Shabir grew up with values of humility and respect, these are principles that continue to guide his leadership today.

From a young age, Shabir displayed a natural entrepreneurial spirit. “I started working at 15, holding a part-time job at my father’s transport company,” he recalls. “I saved my money, bought an arcade machine, and struck a deal with a local store to split the profits.” This venture quickly grew into a network of 20 arcade machines, each generating income. These early experiences laid the foundation for Shabir’s sharp business acumen and innovative thinking.

AN EVER-GROWING LEGACY

Shabir’s entry into the automotive industry was as unexpected as it was transformative. “In 2007, I attended a BMW X5 launch at the Supertech dealership. While sharing a Coke with the owner, Mr. Dada, I was asked if I wanted to buy a share,” Shabir recounts. “I jokingly said, ‘Why not?’ The next day, Mr. Dada called to see if I was serious.”

That casual conversation turned into the first step of an ever-growing legacy. As part of a six-person group purchasing 49% of the dealership, Shabir began his journey in the automotive industry. By 2012, he had taken full ownership, marking the start of a transformation that would redefine Supertech’s place in the market.

Under Shabir’s leadership, the Supertech Group has set new standards in the automotive industry. From one of the first green star rated dealerships in Durban to the innovative MINI dealership in Pinetown, each location reflects a commitment to cutting-edge technology, customer-first service, and the essence of the BMW experience.

Key to this success is Shabir’s son, Ubaid Tayob, who serves as the group’s managing director. Ubaid has been instrumental in driving the company forward, aligning operational excellence with the group’s purpose and vision.

From introducing the MySupertechWorld app, which transcends automotive expectancies and enhances customer engagement, to curating the Supertech Lifestyle, Ubaid is leading the group into a future of innovation and visionary strategy. “Ubaid is taking Supertech to new heights,” Shabir says proudly. “His dedication, business acumen, and humility are setting the stage for the next generation of Supertech.”

ENHANCING LIVES
At the heart of the Supertech Group is an unwavering commitment to its customers. Shabir’s guiding philosophy is simple yet profound: “Our customers are at the heart of what we do. Every experience we facilitate, every service we provide, is about enhancing their lives.”

This dedication to customer satisfaction is evident in initiatives like Supertech Torque events, which celebrate the BMW M community and foster a sense of belonging among customers. For the Supertech Group, the journey is about more than delivering luxury vehicles, it’s about creating a lifestyle that customers are proud to be part of.

Shabir attributes his success to the values instilled by his father, who served as his mentor during 20 years in the family’s transport business. “My dad taught me that in order to be successful, I needed to be passionate, motivated, and dedicated. These qualities make a successful man, not money,” Shabir shares.

For Shabir, leadership is a responsibility that extends beyond business growth. It’s about supporting the families employed by Supertech and ensuring that the legacy being built will endure for generations. “Leaving a lasting impact is what defines true leadership,” he says.

As the Supertech Group continues its remarkable journey, it remains steadfast in its purpose: delivering experiences that inspire, excite, and connect. Under the leadership of Shabir and Ubaid Tayob, Supertech is not just a dealership group, it’s a movement, a lifestyle, and a family. Together, they are crafting a legacy that will resonate for generations to come.