Suzuki Auto has risen to become the second best-selling car brand in South Africa despite the tough financial climate. This success is partly due to efforts behind the scenes to keep the brand prominent among discerning South Africans. As the PR and Events Manager, Eileen Gengan ensures that Suzuki is not only top of mind for local motorists but also in their garages.
What exactly do you do? Please give us a breakdown of your role.
As the PR and Events Manager for Suzuki Auto South Africa, my role is to ensure our brand connects with people effectively. I organise events, manage public relations and ensure our communications are clear and engaging. Whether planning a product launch, working with the media, or managing a special event, I make sure Suzuki’s story is told authentically. This role combines strategy, creativity, and a genuine passion for the brand.

How did you get into the motoring sector? Was it an easy career move for you?
I didn’t initially dream of working in the motoring sector, but life has a way of guiding you in the right direction! I’ve always been passionate about communication and events, so when the opportunity to work for Suzuki Auto South Africa came up, it felt like the perfect challenge. Transitioning into the role had its bumps, but the excitement and dynamic nature of the industry
made it a thrilling move. Every day is a learning experience!
What challenges have you experienced in this industry, and how did you overcome them?
The motoring industry is fast-paced and challenging, especially in a role like mine where balancing multiple priorities is essential. One of the biggest challenges has been breaking the mold in a traditionally male-dominated space, but I see it as an opportunity rather than a hurdle.

How has the motoring industry evolved over the years?
Technology has transformed the motoring industry, bringing smarter, more efficient vehicles to market and making safety features that were once luxuries standard in most cars. There’s also a growing emphasis on sustainability, with electric vehicles and hybrids becoming more mainstream. The industry itself has also evolved, becoming more inclusive and diverse, which I’m proud to be part of. There’s still work to be done, but the increase in women in leadership roles and at the forefront of innovation is a positive shift. Overall, it’s an exciting time to be in the
motoring world!
What have been your career highlights to date?
I’ve been fortunate to experience memorable moments in my career. Orchestrating large-scale launches and events, seeing months of hard work come to life, and witnessing the excitement and positive reception from the media and public is incredibly rewarding. However, one of the biggest highlights has been the relationships I’ve built along the way—whether collaborating with a fantastic team or engaging with inspiring people in the industry. These moments remind
me why I love what I do.

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 2007, and my first car was a Yaris. It was more than just a vehicle—it was my ticket to freedom and independence. That little car was my companion on countless adventures and taught me the ropes of the road. It holds a special place in my heart as the start of my driving journey.

What is your dream car and what excites you about it?
My dream car is the Suzuki Jimny. It’s compact yet rugged, perfectly blending adventure with practicality. What excites me most is its versatility—it’s just as comfortable on city streets as it is off-road. Plus, its classic, no-nonsense design makes it stand out. It’s the ultimate go-anywhere vehicle that fits right into my lifestyle!

In your understanding, what do consumers look for when choosing a car?
Consumers look for cost, fuel efficiency, brand reputation and reliability.
You regularly interact with motoring journalists and influencers. What could improve those interactions and ensure that your job and theirs are easier?
Clear Communication: It’s crucial to provide clear, concise, and timely information. By ensuring our messages are straightforward and responding quickly to queries, we build a strong foundation of trust and ensure efficiency.
Personalized Engagement: Building personal relationships is crucial. By understanding their interests and preferences, we can tailor our interactions to better meet their needs and make their job easier.
Feedback Mechanism: Encouraging feedback helps us understand their challenges and suggestions. This feedback loop lets us refine our approach and address any issues.
What was the best product launch you ever hosted, and what stood out about it?
The best product launch I ever hosted was the Fronx in Cape Town. It remains special to me as it was my first launch with Suzuki Auto South Africa. The tagline, “Shape Your New,” perfectly captured the essence of the Fronx and the new direction it represented. What stood out was how every element from the location to the message came together to create an inspiring and unforgettable experience.
The excitement was palpable as we introduced a vehicle that encouraged everyone to embrace change and shape their own path. It was amazing to see our vision come to life and to be part of such a dynamic moment for Suzuki.
