Driven by Passion, Defined by Experience
Get to know the story behind P1 Auto and the values that drive us.
Welcome to P1 Auto
Welcome to P1 Auto, founded in 2025 by Mohammed Paruk, a seasoned industry expert with over 25 years of hands-on automotive experience. From his humble beginnings as a driver to leading as a Dealer Principal, Mohammed’s journey has been defined by consistency, exceptional customer service, and a lifelong passion for quality vehicles.
At P1 Auto, we’re not just about selling cars—we’re about helping you find the right one. “P1” stands for Pole Position, reflecting our promise to always put you, the customer, first. Whether you’re a student looking for your first car, a family upgrading to an SUV, or a collector eyeing a luxury vehicle, we have something for everyone. With financing available through all major banks and a 30-day or 1,500km warranty, every deal is driven by integrity and peace of mind.
OUR Mission, Vision & Values
Our Mission
"To put our customers first, always. We don’t just sell cars — we build relationships." We’re committed to delivering more than just vehicles — we deliver trust, value, and a personalized experience with every purchase. Our mission is rooted in understanding your needs and guiding you with transparency, so every step feels effortless and rewarding.
Our Vision
"To become South Africa’s most trusted automotive brand — known for integrity, innovation, and a customer-first approach." We envision a future where exceptional service and genuine care define the car-buying experience. Our goal is to set the benchmark for excellence, ensuring each customer journey is smooth, transparent, and truly memorable.
Our Core Values
Performance- We deliver high-performance vehicles and an unmatched buying experience. Perfection- Every detail matters. From inspections to customer service, we aim for flawless execution. Passion- Cars are more than machines—they're our passion. That passion fuels everything we do.
Founder’s Journey
Built on consistency, customer service, and passion.
Why Choose P1 Auto?
We go beyond selling cars—we create personalized, trustworthy automotive solutions:
We Find Your Perfect Car
If it’s not on our floor, we’ll source it for you.
We Sell Your Car If You Don’t Want To
Prefer not to deal with selling? We’ve got it covered.
We Treat Customers Like Family
It’s not just business—it’s a relationship built on trust.
Backed by the Ombudsman
All our deals are transparent and protected, giving you peace of mind.