“It’s not just about the car; it’s about the human behind the car”

Chaya’s grandfather and uncle, both of whom were involved in the panel beating industry, founded Dan Perkins Toyota in 1958  – the biggest privately-owned dealer network in Joburg. Chaya still has a framed certificate in her bedroom, given to her grandfather, from the President of Toyota, Japan, for the most Toyotas sold in South Africa in 1969! The certificate is Chaya’s reminder that, as the founder of Car Chic, she is continuing a family legacy that goes back three generations. 

Chaya was literally brought up in the automotive industry. Her father founded Alfin Auto Group in 1989, and as a young child, Chaya spent weekends in her dad’s office, talking cars! Her father taught her that “it’s not about the car; it’s about the human behind the car”. Chaya’s dad, impressed by his daughter’s interest in cars, suggested that she study ‘F&I’ (Finance & Insurance for the motor industry), describing it as ‘great work for a woman’. Chaya chose, instead, to pursue a career in fashion. She soon realised that she should have listened to her dad – not because ‘F&I’ was great ‘women’s work’ but because it allowed her to be close to the industry that she loved most – cars! She began accompanying her dad to dealerships where she was exposed to the art of buying and selling cars, and learned from him that “well-bought is half-sold”. 

Chaya completed her F&I qualification, becoming a single mother along the way. Faced with the need to provide for her son, she threw herself headlong into the industry, becoming Kia Motors’ F&I 2016. Chaya soon established a reputation as a salesperson you can trust – no mean feat in the motor industry! Chaya was instrumental in the launch, and leading the customer journey, of the limited edition Kia Stinger.

After four years at Kia, Chaya began working at a vehicle finance start-up just before Covid-19 hit. As a result, the founders asked Chaya to move to their panel beating shop. “I love the drama of a panel shop. There is nothing like seeing a car, that has been in an accident, leave the floor three weeks later, looking brand new! There is a beauty in that process that excites me.”

Using all the experience she has gained in a lifetime of working with experts, Chaya has established Car Chic. Car Chic is Chaya’s opportunity to channel her unique personality, love of cars, and absolute passion for people, to create an authentic one-stop-shop for all things car-related.