By Aurelia Mbokazi-Kashe
ISUZU has evolved from being part of General Motors to becoming a stand-alone brand and one of the top-selling truck OEMs. As Marketing Manager, Iviwe Poti is responsible for keeping the brand front of mind for consumers and businesses seeking SUVs and commercial vehicles. A former journalist, she has adapted to the role, now managing deadlines to ensure ISUZU is well- received in the market.
What exactly do you do? Please give us a breakdown of your role.
I am the marketing manager for brand communications and advertising at ISUZU. I look after advertising, digital marketing, social media, product communications and advertising – sounds like a lot but I work with an amazing team.
How did you get into the motoring sector? Was it an easy career move for you?
It was easy for me and came at a time when I wanted change. But, starting something new and a completely different job was scary. The culture at ISUZU is helpful and kind –people wanted to help me ease into my role in the business and were very supportive.
What challenges have you experienced in this industry, and how did you overcome them?
The jargon and the abbreviations took some getting used to, hahaha. But I learned fast, as soon as I was in more than 10 meetings I understood that engineers are super technical. Coming from a newsroom where we chased stories all day, I had to adapt to a corporate culture of being in the office throughout the day, chasing deadlines.
How has the motoring industry evolved over the years?
From following the industry as a journalist, there have always been developments and improvements in this industry and it is always working towards being a solution driven supplier to customers. South Africa has improved on localization, creating more jobs and empowering suppliers. The industry continues to play a huge role in the evolution of engineering and technology and that’s great because what starts in this sector will spill over and more industries will develop.
What have been your career highlights to date?
My career highlight as a corporate communicator, has to be being part of a great team who came up with a strategy to position ISUZU outside of the old GM umbrella and cement our brand and brand name independently!
How long have you been a certified driver, and what was your very first car and what did it mean to you?
I was 19 and drove a VW Citi Rox with a RVCA surfing sticker at the back – this will give you an idea of how cool I thought I was back then. It was silver and my number plate was 007 EC, and I deeply loved that golf!
What is your dream car and what excites you about it?
Dream car? I wouldn’t be objective here since I only ever dream of supporting our sales team now. Any dream I have is of an ISUZU of ISUZU truck!
In your understanding, what do consumers look for when choosing a vehicle?
Depending on where they are in their buying cycle, I think safety, reliability and durability are the common ones.
You regularly interact with motoring journalists and influencers. What could improve those interactions and ensure that your job and theirs are easier?
Well, we generally have a good working relationship and I think we all have a mutual respect for each other in the industry. I think a vibrant PR forum would be great and beneficial.
What was the best product launch you ever hosted, and what stood out about it?
It must have been the AT35, the off-roading and capability of the vehicle.