By Aurelia Mbokazi
When Martina Biene’s departure from Volkswagen Group Africa was announced at the Festival of Motoring, the emotional reaction from members of the media revealed how deeply she had touched the industry.
There was loud applause and cheering as Biene introduced Christiane Zorn, the executive who will succeed her as Chairperson and Managing Director on 1 October. It was a heartfelt farewell to a leader who has never felt distant from the people around her.
Biene, affectionately known as uMamTshawe, has been one of the most accessible senior executives in the automotive industry. At launches, she made time for journalists, answered questions openly and ensured that people felt seen. She would lead the celebrations late into the night and still be the first person ready to join the local parkrun the following morning.
Her connection with South Africa began long before she occupied its automotive boardrooms. She first arrived in the country in 1997 as a theology intern working with the Anglican Students’ Society at the University of Cape Town. She fell in love with South Africa, unaware that it would later become central to her professional life.
Her route into the automotive industry was equally unconventional. A Protestant theologian by training, she joined Volkswagen more than two decades ago as the company prepared to enter the luxury vehicle segment with the Phaeton and Touareg. Staff shortages gave her early exposure to responsibilities far beyond those normally entrusted to a graduate.
From there, she became personal assistant to Volkswagen’s head of sales in Germany, gaining what she described in a 2023 interview as a “helicopter view” of sales and marketing. Roles in Belgium, Luxembourg and global product marketing followed, exposing her to the complete journey of a vehicle, from feasibility to launch.
Biene returned to South Africa in 2018 to head the Volkswagen passenger car brand. Under her leadership, it achieved a record market share of 20.4% in 2019. In November2022, she returned again, this time becoming the first woman appointed to lead Volkswagen’s South African operation.
Her tenure came during one of the industry’s most demanding periods. Legacy manufacturers were confronting economic pressure, rapid technological change and intensifying competition from new automotive brands entering from the East. Biene responded with candour, empathy and a willingness to make difficult decisions.
Under her leadership, Plant Kariega produced a record 167,084 vehicles in 2024.Volkswagen also announced a R4-billion investment to manufacture a third model, the Tengo, helping to secure the plant’s future and strengthen the company’s SUV ambitions in South Africa and across the continent.
Her vision extended beyond one company. As president of the Association of African Automotive Manufacturers from October 2023 to July 2026, she championed the development of Africa’s automotive sector and the opportunities presented by the African Continental Free Trade Area.
Volkswagen’s appointment of Zorn, an experienced automotive executive with a careers panning BMW, Audi and Porsche, suggests that Biene’s leadership will not stand as an isolated milestone. At a difficult moment for the global industry, placing another woman at the helm is a significant statement of intent.
Biene leaves Volkswagen Group Africa to join Škoda Auto as Board Member for Sales and Marketing. She leaves behind more than production records and investments. She leaves an example of leadership that could be strong without becoming inaccessible, bold without losing its humanity, and influential without demanding the spotlight.
As Biene begins her next chapter at Škoda, the example she set will live on in theindustry she helped to shape and in the women who will follow the path she helped to open. Farewell, uMamTshawe. South Africa wishes you every success, with gratitude and love.
