2 Cheap Cars

2 Cheap Cars is the largest used car importer and sales company of New Zealand founded in 2011 .[1]

2 Cheap Cars
Private (LTD)
IndustryAutomobiles
Founded2011
Headquarters
Auckland
,
New Zealand
Area served
Key people
Dan Buckley CEO
Owner2 Cheap Holdings
Parent2 Cheap Holdings limited
Subsidiaries
  • New Zealand Motor Finance
  • Car Plus
  • 2 Cheap Rental Cars
  • Genuine Japanese Imports
Websitewww.2cheapcars.co.nz

History

The company was founded in June 2011. The Company started its first outlet in unit 11 Highbrook Drive, Auckland. By 2016, there have been nation-wide outlets of the company serving in more than 16 locations.[2]

Achievements
2 Cheap Cars HQ
  • In 2014, the company was ranked 2nd on the New Zealand fastest growing companies list (Citation note:the link to the source page is broken and does not exist).[3]
  • In 2014, the company was marked as the Fastest Growing Retail or Consumer Business in the Auckland and upper North Island region in the Deloitte fast 50 list (Citation note:the link to the source page is broken and does not exist).[4]
  • In 2014 the company was the first investor of Kiwi Regional Airlines, with a 23% stake.[5] It helped launch of the new company by backing the investment of the launch project.[6] This also resulted making Eugene Williams Non Executive Director of the airlines from 2015 to 2016.[7]
  • The company was ranked second in Deloitte's Fast 50 Survey.[8]
  • In 2015, 2 Cheap Cars started parallel importing of new cars from companies such as Honda, Toyota and Mazda. The new car showroom was opened in Greenlane, Auckland.[8]
  • In 2019, 2 Cheap Cars hired a new CEO, international clothing brand Huffer founder Dan Buckley, in light of being found guilty by the commerce commission.[9]
  • In May 2018 2 Cheap Cars announces the establishment of subsidiaries in Canada, and Japan.[10]
  • In September 2019 in an interview CEO Dan Buckley announces the establishment of a rental car business and a vehicle finance company.[11] On Feb 2020, Dan Buckley left 2 Cheap Cars.[12]

Controversies
  • The company was in bad press in February 2016 because of alleged using Maori culture in an advertisement to promote its Waitangi Day sale. The company's brand manager Jared Donkin admitted its advert but also claimed that firm wasn't trying to cause controversy and questioned why it was wrong for a Pakeha girl to "join in with Maori culture". The news got some bad press when the same video was posted online on YouTube and Facebook.[13][14]
  • The company also gained some bad press in July 2015 due to the alleged racism row between the employees and boss of the company that leads to the stop work in the company's Auckland's based outlet. The company however claimed that the car groomers were totally incorrect and were being misled and manipulated.[15][16]
  • The company received "cease and desist" notice from the car giant Honda in May 2015 claiming that the advertisement of the Honda Jazz currently being marketed by 2 cheap cars will mislead the consumers. The legal action claimed that the company advertisements were misleading and could confuse the consumers which further result in the low sales of the new car manufacturers including Honda.[17]
  • In 2017, 2 Cheap Cars was placed on a 24-month stand-down from recruiting migrant workers for failing to comply with employment standards.[18]
  • In July 2019, 2 Cheap Cars was fined $438,000 for its use of "warranty waiver" documents and for its "liquidation sale" and "84% off" advertising claims. 2 Cheap Cars had earlier pleaded guilty to 10 charges under the Fair Trading Act 1986, following a Commerce Commission investigation opened in November 2017. In a written sentencing decision, Auckland District Court Judge Rob Ronayne said the company made annual profits of more than $3m and the Court's response "should not amount to what might be considered a mere licensing fee or cost of doing business."[19]
  • In March 2020, 2 Cheap Cars caused a public uproar over using images of the coronavirus in its advertising[20]

References
  1. "2 Cheap Cars". Scoop.
  2. "Official Website".
  3. "Deloitte Fast 50". Deloitte Private.
  4. "Used car dealer wins". Deloitte Private.
  5. "2 Cheap Cars to sell 10% stake in Kiwi Regional Airlines", New Zealand Herald, 24 December 2015.
  6. "Kiwi Regional Airlines Launched". Whakatane.
  7. "Car Dealership Behind Airlines". AutoTalk.
  8. "2 Cheap Cars to Challenge Japanese new car dealership with parallel import". National Business Review. 1 July 2015.
  9. "Used car retailer 2 Cheap Cars appoints Huffer founder Daniel Buckley as CEO". New Zealand Herald. 19 August 2019.
  10. "2Cheap goes global". Autotalk.
  11. "From Clothing to Cars". Autotalk.
  12. "Buckley out at 2Cheap Cars – Autotalk". Retrieved 4 April 2020.
  13. "Use of Maori Culture in 2 Cheap Cars". Stuff.
  14. "VIDEO: What are the most complained-about ads in NZ in 2016?". Radio Live. 19 June 2017.
  15. "'12-hour shifts for no extra pay' – Workers walk off the job at 2Cheap Cars", New Zealand Herald, 17 July 2015.
  16. "Racism row leads to stop work". Stuff.
  17. "Honda NZ threatening legal action". Stuff.
  18. "Watchdog received 16 complaints against 2 Cheap Cars". Stuff. Retrieved 9 January 2019.
  19. "2 Cheap Cars fined $438,000 for 'blatantly untrue, devious' ads". 10 July 2019 – via www.nzherald.co.nz.
  20. "2 Cheap Cars defends coronavirus advert as 'light-hearted' jab at 'heavy issue'" – via TVNZ.
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