By Staff Writer
While most consumers engage with motoring brands through new model launches and the aspiration of owning the latest vehicle, the real story often starts with people long before a car reaches a showroom floor.
People who shape strategy, build culture, grow networks, create opportunities and ultimately determine how a brand is experienced. Behind every badge is a team making decisions that influence not only products, but also how those products connect with everyday lives.
This past week, the industry offered a clear reminder that the future of motoring in South Africa is being shaped as much by people as it is by vehicles.
At Volkswagen Group Africa, the appointment of Dr Lungile Mashele as Non-Executive Director signalled a deliberate move to strengthen expertise at the highest level. With over 15 years of experience in energy and infrastructure, her presence on the board reflects a growing focus on sustainability and long-term thinking within the business.
Tata Motors Passenger Vehicles South Africa also placed people at the centre of its growth strategy, with key leadership appointments designed to build a strong and sustainable foundation. The appointment of Lex Kriel as Sales Director, alongside Daphne Greyling’s role in driving dealer network development, highlights a clear intention to invest in leadership, build high-performing teams and create a dealer network that is both profitable and resilient. It is a reminder that growth in the automotive space is often built from the inside out.
At Hyundai, the story shifts to the next generation. The brand’s Youth Employment Service learnership programme drew an overwhelming 33,000 applications, reflecting both the scale of opportunity young South Africans see in the automotive sector and the role manufacturers are playing in opening those doors. It is not only about jobs, but about building futures within an evolving industry.
Jetour, one of South Africa’s fast-rising automotive brands, took a different but equally human approach. Through its support of Rachel Kolisi and her Falling Forward roadshow, the brand is aligning itself with stories of resilience, identity and reinvention. At the same time, its SIT. SNAP. WIN. campaign is creating direct, personal touch points with consumers, inviting them to experience the product rather than simply observe it.
New entrant Lepas is also made its mark by turning a customer into the centre of its story. Noluthando Zondi’s win of a brand new Lepas L4 became a moment that connects brand, product and community in a way that feels tangible and real, sparking interest and conversation where it matters most.
Taken together, these developments point to a broader shift within the industry. One where investment in people, whether through leadership, opportunity, storytelling or experience, is becoming just as important as investment in products.
