Bert’s Auto Parts Makes Landmark Leap Into Vehicle Sales with Dongfeng Launch

By Kareem LaTouche, Automotive Coordinator

KINGSTON, Jamaica — If you’ve lived on this rock long enough, you know the name Bert’s Auto Parts. For 38 years, it has been the sanctuary of the stranded, the first stop for most mechanics hunting down a hard-to-find alternator, and a trusted household staple across the island. But, on Tuesday evening, October 27, 2026, the familiar grounds at 53 Hagley Park Road underwent a stunning metamorphosis.

The shelves of spare parts didn’t disappear, but they were suddenly sharing the spotlight with something much bigger: several brand-new, cutting-edge vehicles ready to take the Jamaican automotive landscape by storm.

With massive tents covering the expansive showroom compound, pulsing basslines, and the unmistakable star power of dancehall heavyweight Agent Sasco lighting up the stage, Bert’s Automotive officially announced its arrival as the exclusive Jamaican distributor for Dongfeng — one of China’s automotive giants.

It was a night where the past met future, anchored by the legendary presence of the entire Tomlinson family. Founder Bert Tomlinson Sr took the podium to reflect on nearly four decades of grit, growth, and community trust, before handing the baton to Bert Tomlinson Jr, who detailed the bold vision behind the Dongfeng partnership.

A Red-Carpet Crowd on Hagley Park Road

The turnout was nothing short of a national assembly. Navigating the venue meant rubbing shoulders with prominent politicians, well-known digital creators and social media personalities capturing every angle for their feeds, and die-hard local auto enthusiasts comparing specs.

Energy surged through the crowd as the evening’s main event kicked off: the dramatic unmasking of seven distinct Dongfeng models, one by one. The line-up— consisting of the SHINE GS, MAGE, HUGE, BOX, VIGO, 007, and the towering M-HERO.

The Crowd Favourites: From Sleek Sedans to Titanium Titans

While every vehicle drew approving nods, two models unequivocally stole the spotlight, triggering waves of camera flashes and audible gasps from the audience.

One of the crowd-pleasers was the 007 electric sports sedan, starting at a compelling $7.49 million. With its low-slung, aerodynamic profile, razor-sharp LED light signatures, and lightning-quick silent acceleration, it proved that electric mobility in Jamaica is stepping out of the conceptual phase and straight into high-performance style.

Then came the undisputed heavyweight champion of the night: the M-HERO. Built as a plug-in hybrid that marries raw utility with uncompromised luxury, it looks like it could conquer the Blue Mountains and park outside an upscale Kingston lounge with equal confidence. A closer look at the spec sheet revealed why the crowd was swarming it:

Hybrid Powertrain: A potent petrol engine paired seamlessly with dual electric motors.

Air Suspension: Fully adjustable ride height designed to effortlessly swallow Jamaican potholes or adapt to changing terrain.

Rear-Wheel Steering: A game-changer for navigating tight Corporate Area corners and cramped parking lots.

First-Class Comfort: Fully integrated massage seating to soothe the daily commute.

Cabin Luxuries: An onboard refrigerator for ice-cold refreshments and an immersive 18-speaker sound system.

Value and Peace of Mind: The Numbers Game

Beyond the glitz, the drone show that lit up the Kingston night sky, and the star-studded performances, Bert’s Automotive hammered home a practical message that resonated deeply with local motorists: affordability backed by unyielding support.

The company is banking heavily on the aggressive entry-level price of the Shine GS, starting at just $3.699 million. It’s an accessible entry point designed to put modern, feature-rich driving within reach of everyday families.

More importantly, the company is tackling buyer hesitation head-on with a safety net. Every vehicle is backed by a formidable 7-year or 300,000-kilometre warranty, complemented by a 3-year or 42,000-kilometer service package. Representatives from the parts and service divisions made it clear throughout the night: this isn’t just about selling cars off the lot; it’s about ensuring every owner has local parts availability and expert servicing right here at home.

As the drone fleet faded from the sky above Hagley Park Road, the message etched into the evening breeze was crystal clear. Bert’s has spent nearly four decades keeping Jamaica moving one part at a time. Now, under the banner ‘Built for Jamaica. Backed by Bert’s’, they are ready to drive us into the future.