Rick Armstrong’s automotive business has grown from modest beginnings into a nationwide operation with annual revenues exceeding NZ$1 billion and employing over 750 staff across Christchurch, Dunedin, Wellington, and Auckland. Founded in Christchurch in 1993 with an initial inventory of just 37 used cars imported from Japan, Armstrong’s now encompasses vehicle sales and distribution, online auctions, finance services, and property holdings.
Armstrong began his career in the automotive sector after completing an upholstery apprenticeship and taking a job selling used cars in Christchurch. Drawing on previous experience working with Japanese agents, he made his first major move by flying to Japan to purchase vehicles directly—a decision driven by conviction rather than extensive planning. The business initially focused on used imports, but the 1998 economic downturn prompted Armstrong to enter the new car market. Securing franchises for Peugeot, Jeep, and Mercedes-Benz in Christchurch enabled the company to diversify income streams through parts, servicing, and dealership operations.
The Mercedes-Benz franchise was particularly transformative, tripling sales within a year and establishing the business as profitable. This success led to an invitation to manage the Mercedes-Benz dealership in Dunedin, a challenge Armstrong accepted despite initial reluctance. Managing multiple locations required him to delegate and develop formal processes, shifting from a hands-on approach to leading through management teams.
Expansion continued into Wellington and Auckland, with a key milestone in 2014 when Armstrong acquired the former Giltrap City Toyota business. This move brought a high-volume brand into the group’s portfolio, complementing luxury brands and solidifying the company’s presence, particularly in Auckland, where the head office is now based.
Armstrong’s increasingly diversified approach includes vehicle distribution for brands such as Peugeot, Citroën, Opel, and Leapmotor—a strategy aimed at strengthening ties with manufacturers and safeguarding against the threat of direct manufacturer-to-customer sales models exemplified by Tesla. Owning dealership properties has also given the company significant control over strategic assets.
The automotive market has undergone significant change since Armstrong’s early days, with the rapid emergence of Chinese manufacturers reshaping competitive dynamics. After witnessing the scale and efficiency of Chinese factories on visits abroad, Armstrong recognized their growing influence and integrated Chinese brands into showrooms nationwide. He noted that the market’s overall volume remains static, intensifying competition and creating pressure for some dealers.
Electric vehicles and hybrid models represent another major industry shift. Armstrong highlighted the reduced servicing demands of EVs alongside the need to develop charging infrastructure. Digital transformation has also changed sales practices; Armstrong’s Auction Online platform, launched in 2019, now conducts three weekly online vehicle auctions with more than 1,700 registered users. A new finance division, established in July 2023, offers various lending services to complement the core automotive business.
Managing a company of this scale required Armstrong to adopt more formal systems, emphasizing accountability and process over personal oversight. He credits the growth and loyalty of his team as central to the business’s success.
Looking ahead, Armstrong anticipates continued industry consolidation, with scale and efficiency becoming critical to survival for smaller operators. Nonetheless, the company remains actively exploring growth opportunities, particularly with an eye toward expanding further in Christchurch, where the business originated. Armstrong reflects that starting outside Auckland allowed Armstrong’s to develop a nationwide footprint “almost by accident,” a strategic advantage that would be unlikely if the business had begun in New Zealand’s largest market alone.
Despite its national reach, Armstrong’s maintains strong ties to Canterbury, with long-term employees and family connections grounding its identity. The company’s next phase promises ongoing evolution, with Christchurch destined to remain a significant chapter in its story.