An Our Manly Sydney Legendary Business Interview - Mercedes Sydney
Mark Guberina
G Brothers Mercedes Sydney Dealership
G Brothers, New and Used Mercedes Sydney, Northern Beaches, is an inter-generational business founded 50 years ago. Mark Guberina’s father Victor and Uncle John started the company, which has become the Northern Beaches’ Mercedes Benz dealership of choice, servicing Volkswagens out of a Warriewood farm shed in the 1950's.
Along with his brother and cousins, Mark is concentrating on developing a mature family business, improving on their already legendary quality of service, and meeting a highly contested marketplace's evolving demands.
Having successfully handled the succession process, and harmoniously integrating the personalities and strengths of the many family members who make up G Brothers, Mark explains in this Northern Beaches Legendary Business Interview what contributes to this successful Northern Beaches company's continued prosperity.
Our Manly: How did you begin your career with G Brothers?
G Brothers Mercedes Benz, Mark Guberina: My cousin Dean and I started as Apprentice Technicians. We've worked in all parts of the business, as apprentices, mechanics, technicians, service managers, parts, sales.
Our Manly: How does that help when you examine your business from a structural standpoint? Do you have an advantage over the typical executive because you've done all the jobs? Do you have higher expectations?
Mark Guberina: You do know what's expected of the various roles. It gives you a good perspective on all parts of the business. We can approach managers from different angles when solving problems and improving efficiency. It gives us an advantage to have worked in all parts of the company.
Our Manly: What about dealing with employees? You might have a deeper understanding of their roles, their problems.
Mark Guberina: Technology has changed since I was in the workshop, but when you're sitting down with your employees, it doesn't matter if it's a service manager or a technician, you do have a good understanding of what they are talking about, the issues that come up day to day. You have more empathy because you know what can happen any given day in a workshop, working on cars. Things crop up- it's not always smooth sailing.
Our Manly: How have you successfully navigated the business as a multi-generational family run enterprise?
Mark Guberina: We're a very close family and we always have been. That's important because in a family run business we've all got different ideas, but we all understand that each of us has the business' best interests at heart. We have to respect each other's opinions.
Our Manly: Tensions often arise in multi-generational businesses. What's helped G Brothers avoid common problems?
Mark Guberina: We're fairly open and I think you have to be when it comes to the direction of the business. You've got to respect other people's decisions. Some second and third generations haven't put the blood, sweat and tears into the business like the first generation. Speaking for our generation, we've worked very hard for the business. Dean and I have been here for 25 years, Adam our General Sales manager for 15 years and Michael our Financial Controller for 12 years.
We're lucky in that we all have different roles within the dealership. That gives one person the opportunity to focus on marketing while another focuses on new car sales. We've all got defined roles that we're accountable for which is important.
Our Manly: What is the G Brothers' core business philosophy? G Brothers have won State Wide Dealership of the year many times. You have high repeat customer sales and have won acclaim for a high level of customer service.
Mark Guberina: Our goal has always been to offer the customer the ultimate Mercedes Benz ownership experience. A lot of businesses can say this, but we put customers first. It's the most important thing for us.
The Mercedes brand already has loyalty. We have to build loyalty to our dealership because there are a lot of competing options out there for the consumer. Looking after our customers and our staff is very important. Without that, we won't survive.
That culture of care is as important for our customers as for our staff.
I expect to be treated as I treat others. We are down on the floor everyday. We're not up in an ivory tower. We're very hands on, we're here everyday. We meet and greet our customers out front.
Good customer service is the cheapest form of advertising. Generally people won't come back if the service is poor.
Our Manly: What's exciting about Mercedes Benz in the 21st century?
Mark Guberina: Around the world, Mercedes Benz is regarded as the pinnacle of automotive engineering. Mercedes is continually developing technologies to improve safety, performance, fuel efficiency. In the next couple of years more hybrid vehicles will be available, that's especially exciting for reducing environmental impact which is important to us and a growing number of consumers.
At the moment, the most exciting car for the brand is the new SLS AMG Gullwing. This car is out of this world.
Our Manly: One last question. Tell us about your community philanthropy.
Mark Guberina: We try and give back to our customers. It's a two way street. Many of our customers belong to clubs and organisations we're happy to help. You've got to give back to the community.
Thanks, Mark. The prestige and heritage of Mercedes Benz is well represented by your historic Northern Beaches business. The best cars deserve the best service. G Brothers has become the local dealership of choice in Sydney – and a strong member of the community for many reasons. From Balgowlah and Avalon to Palm Beach and Manly, Northern Beaches car buyers can depend on your commitment to your employees, customers and the community. Visit G Brothers for the best in new, used and fleet Mercedes Benz car sales.
