The South African automotive industry is experiencing rapid changes that will benefit consumers, especially with the entry of new players offering innovative products and value for money. GAC Motor South Africa may be a newcomer, but the team behind it, led by Leslie Ramsoomar, has extensive experience in this market. GAC is establishing a niche for itself by focusing on craftsmanship, durability, and quality, with Bianca Naude ensuring that South African motorists receive the message and choose GAC’s products.
What exactly do you do? Please give us a breakdown of your role.
I am a senior marketing and PR manager with experience in both volume and luxury
brands. My role focuses on delivering sales based on the ROI model. I develop effective lead management solutions for new clients and collaborate with organisers, vendors, and colleagues to ensure successful, well-recognised launches and top-tier events. Recently, I added public relations to my responsibilities, working closely with the country’s top automotive journalists and content creators. I take pride in going beyond sharing the brand’s story with the South African market.
How did you get into the motoring sector? Was it an easy career move for
you?
I’m a qualified paramedic, but like many in the industry, I found my way into it by
chance. After doing part-time work at an event, I received a call a week later from the Aftersales Director of the brand and started almost immediately. It came naturally to me, and I’ve stayed ever since. I began with an Italian luxury brand, gaining “qualification by experience,” and later worked with a multi-brand organisation. I’m now with a start-up brand in the market and look forward to the next decade in the industry.
What challenges have you experienced in this industry, and how did you
overcome them?
Every industry has its challenges, and the motor industry is no exception. My biggest
challenges were personal. Entering the industry at a relatively young age, I had to
work twice as hard to prove myself. This often stopped me from celebrating my
achievements. Fortunately, I overcame these challenges by stepping back,
appreciating the small wins, and being grateful for the challenges, which helped me grow as an individual in the industry.
How has the motoring industry evolved over the years?
The motor industry has seen major changes over the years, driven by technological
advancements, changing consumer preferences, and environmental concerns.
In my experience, these changes range from electrification and autonomy to modern trends like connectivity (smartphone integration), sustainability (eco-friendly materials), and high-performance electric vehicles. There is still so much more to come. With an ever-evolving industry comes an ever-evolving marketing strategy, and the shift over the last five years has been astronomical.
What have been your career highlights to date?
I’ve had many professional and personal highlights in the industry. However, the true highlight, time and again, is seeing a customer decide to invest in something I’m a part of. Watching customers drive off with a smile on their face, knowing the vehicle will be part of their lives, for travelling with family, making memories with friends, driving to work and immersing themselves in the brand never gets old when you’re passionate about what you do.
GAC is a new entrant into the SA automotive industry, do you believe the
market is ready for your offering?
Most brands in South Africa have a specific place and purpose in the market. GAC
Motor South Africa focuses on three key attributes that highlight the lasting value of
their vehicles: craftsmanship, durability, and quality. These attributes help build an emotional connection with customers, ensuring each vehicle not only meets high standards of performance and reliability but also resonates on a personal level.
By focusing on these elements, GAC Motor South Africa aims to create a lasting
impression, reinforcing the brand’s commitment to excellence and customer satisfaction, and instilling confidence in their customers’ decisions.
How long have you been a certified driver, and what was your very first car and
what did it mean to you?
I obtained my driver’s licence a little later than most, at the age of 23, and I’ve had it
for just over five years. When I started as a brand manager, the Jeep Renegade was
the first vehicle I learned to drive. Recently, my first vehicle purchase was for my parents, which means the world to me to be able to do something like that for them.
What is your dream car and what excites you about it?
In my opinion, people create the best memories. For this reason, my ideal dream car
would be one with unlimited fuel for a safe drive, great company, and excellent
music.
In your understanding, what do consumers look for when choosing a car?
To put it simply, the South African automotive market is complex, yet it caters to a
range of customer needs. Working with both luxury and mainstream brands presents a great opportunity for me. I’ve come to realise that whether it’s a customer’s first purchase or their fifth, new or used, everyone wants to feel confident in their decision, knowing they are getting the best value and good service.
You regularly interact with motoring journalists and influencers. What could
improve those interactions and ensure that your job and theirs are easier?
In an ever-evolving industry, consistent changes and improvements are necessary.
However, the relationships you build are crucial for successful collaboration and
communication. Transparency, clear communication, and interactions between automotive professionals and journalists/content creators can become more efficient, productive, and mutually beneficial.
What was the best product launch you ever hosted, and what stood out about
it?
I’ve been fortunate to work with remarkable people and produce incredible launches for world-class products. A few of my favourite experiences include launching an SUV through a rooftop using a crane, propelling cars over mountain passes in Cape Town, performing challenging 4×4 manoeuvres in a spacious seven-seat SUV. Most recently, it was launching a beautifully designed vehicle at the stunning STAY venue. It’s the suppliers, attendees, products, and the end result for customers that truly make a launch spectacular.
