With the automotive industry changing at a fast pace, staying ahead of the game and being innovative is what sets you apart from your competitors. As the Head of Corporate Communications at Stellantis South Africa, Deidre du Plessis is living her best life, doing what she loves – showcasing the great brands that are part of the Stellantis group and letting customers decide which vehicle is best for them.
What exactly do you do? Please give us a breakdown of your role.
I am essentially the voice behind the brands represented by Stellantis in South Africa (Abarth, Alfa Romeo, Citroën, FIAT, Jeep®, Opel, and Peugeot). My portfolio covers Public Relations, Event Management, Internal Communications (Stellantis staff), and External Communications (public). My responsibility is to generate talkability around the brands, fostering positive brand awareness among the South African public.
How did you get into the motoring sector? Was it an easy career move for you?
I’ve been in the automotive sector for 31 years, and I love it. I began my career in vehicle financing, then moved into training and business consulting before working at an OEM, where I diversified into Sales, Dealer Network Development, Marketing, and Product. Now, I lead the Corporate Communications team. I’m naturally goal-driven and have always focused on building a career rather than just doing a job. I believe that your attitude determines your success in life.
What challenges have you experienced in this industry, and how did you overcome them?
The automotive industry faces challenges like any other, but I’ve always surrounded myself with like-minded, goal-oriented individuals who strive to make a difference in everything we do. My biggest challenge has been a personal one—struggling with self-doubt and not believing I’ve done enough, which has led me to not celebrate my successes as I should. The good news is that I’m improving, but it’s an ongoing effort.
How has the motoring industry evolved over the years?
Thirty-one years ago, we used regional telephone directories to list home and work numbers for vehicle finance applications, and communicated via pagers. Today, it’s all done on WhatsApp and through video calls. While technology has evolved, the essential need for a personal touch, care, patience, and excellence remains unchanged. These qualities are key to making a lasting, positive impact on people’s lives.
What have been your career highlights to date?
My highlights are the amazing friends I’ve made throughout my career, the lessons I’ve learnt, and the joy of seeing our customers’ smiles when they drive away in the car of their dreams. For many, this car could mean reaching a job interview that leads to a better life, safely getting their kids to school, or even starting their own business.
How long have you been a certified driver, and what was your very first car and what did it mean to you?
I’ve been a certified driver since October 1990. Yes, its 34 years, and my parents still remind me to be careful on the road whenever we speak! My first car was a “cheapie” but reliable, budget- friendly bronze Mazda 323.
What is your dream car and what excites you about it?
There are too many to mention. However, what excites me about a vehicle is the performance, attention to detail with the interior styling and of course in the right colour!
In your understanding, what do consumers look for when choosing a car?
Every consumer has unique needs, wants and desires. If you were to break it down to the basics, what people look for in a vehicle can be summed up as safety, reliability, and an affordable total cost of ownership, including insurance and fuel efficiency.
You regularly interact with motoring journalists and influencers. What could improve those interactions and ensure that your job and theirs are easier?
In most aspects of life, pre-planning is crucial as it helps us handle unexpected situations. This includes responding promptly to launch invitations and submitting excellent business proposals on time. Businesses operate on annual or quarterly budgets, so decisions are based on pre- approved plans. Late submissions can result in missed opportunities for potentially great deals.
What was the best product launch you ever hosted, and what stood out about it?
It must be the Alfa Romeo Tonale launch in the Western Cape, featuring the breathtaking winding mountain routes with the ocean as a backdrop, showcasing the style and comfort of an Alfa Romeo.
