Hailey Philander’s career has taken a 180-degree turn, shifting from being a motoring journalist to Manager of Group Automotive Communications at BMW Group South Africa. Now part of the company’s decision-making, she has witnessed major industry changes and is optimistic about the future of the automotive sector.
What exactly do you do? Please give us a breakdown of your role.
I am responsible for the product communications for the three BMW Group brands represented in South Africa – BMW, MINI and BMW Motorrad. I manage media relations related to our products, and my team and I host media to BMW Group events.
How did you get into the motoring sector? Was it an easy career move for you?
Apart from six months after university where I worked for a B2B publishing house collecting advertising material from clients, I have been connected to the local automotive industry throughout my career. I’ve always been passionate about cars for as long as I can remember, so being able to work in this challenging and dynamic industry remains a huge privilege.
What challenges have you experienced in this industry, and how did you overcome them?
This industry is the definition of making sense of a VUCA world! There are so many external influences acting upon the global motor industry at any given time that, added to less buoyant business confidence and consumer sentiment in South Africa, could be ominous. Our local automotive sector, however, reflects South Africans’ resilience; there’s always a good story to be found.
How has the motoring industry evolved over the years?
The overall South African passenger car market has contracted significantly over the past decade or so. Coupled with this, we’ve seen a sustained “buying down” trend, along with an increased number of importers ensuring consumers remain spoilt for choice.
What have been your career highlights to date?
There have been numerous but, in recent years, being selected by the business to complete an international women’s leadership development programme and my promotion to this role stands out.
How long have you been a certified driver, and what was your very first car and what did it mean to you?
My first car was a hand-me-down 1985 Toyota Corolla named Bluebird which represented personal freedom and the option to not be held to another public transport schedule! I’ve had my driver’s license since 2001.
What is your dream car and what excites you about it?
I have been privileged to drive many, many dream cars over my years in the industry. Next, I’d like to start adding some to my personal garage.
In your understanding, what do consumers look for when choosing a car?
Consumers want value for their money in products that are technologically advanced and built to quality standards but come with the assurance of reliable and dependable after-sales support.
You regularly interact with motoring journalists and influencers. What could improve those interactions and ensure that your job and theirs are easier?
I was a motoring journalist for several years before I made the move to corporate PR, and I’d like to believe I am still able to lean on those experiences in my current interactions and engagements. The media landscape might change, but my job remains to make sure journalists and social media influencers are equipped to best share their BMW and MINI experiences with their audience.
What was the best product launch you ever hosted, and what stood out about it?
One of the most memorable launches my team and I have hosted was the introduction of the BMW 7 Series in 2023. We had set out to recreate a day in the life of a 7 Series customer. It was an opulent two-week marathon of local and international media, and customer drive programmes.
