About Key Pinetown

Key Pinetown is a premium new and pre-owned Isuzu, Opel, Peugeot & Citroen dealer in the Upper Highway area, established by Joe Emanuel in 1973. This family-owned business has a long legacy of proudly serving the local community with professionalism and pride, ensuring that everyone who visits feels like family and will always be welcomed back with a smile and a great cup of coffee. Our commitment to exceptional customer service remains our primary focus, and we make it our mission to meet your needs and the needs of your business.​

Our Founder, Joe Emanuel

Before founding Key Pinetown in 1973, Joe Emanuel spent his entire career in the motor industry, starting as a parts rep at a young age in Ladysmith, eventually working his way up to MD of a large KZN regional motor group in the late sixties. Driven by a purpose of serving the needs of others and a mission to be the absolute best at whatever he did, Joe decided to start Key Pinetown, on the very site we find ourselves today.

By focusing on building the right team, and creating a culture of relentless pursuit to be the best, it didn’t take long before Key Pinetown was recognised as the best dealership in South Africa in its franchise and in the late eighties, being recognised globally as one of the best in the world. Joe’s legacy lives on today, as Key Pinetown continues to focus on serving its customers and being the best, winning Isuzu Dealer of the Year three times in the last four years, among many other accolades.

The Key Foundation

At Key, our focus on exceeding our stakeholders expectations does not end with our customers or our associates, but extends into our communities as well. The Key Foundation was officially launched in 2006, but in truth, its origins go back far further, as Key Pinetown has always had a deep culture of giving back. In terms of the foundation, each Director at Key is tasked with nominating a charity of their choice in the communities we operate in and then supports that charity over the long term, not just financially, but with whatever support we can give them.

Welcome to the Key Pinetown family! To find out more about us, contact Key Pinetown now by calling, visiting or leaving your details in the form provided and we will get back to you as soon as possible.