OMODA and JAECOO, subsidiaries of the Chinese automotive brand Chery, have become game changers in the South African automotive industry. And they mean business! This is evident from their rapidly growing number of sparkling dealerships and the number of their futuristic-looking cars on our roads. Shannon Gahagan has been instrumental in the rapid growth of both brands in the country. She also spearheaded the spectacular launch of the JAECOO urban off-road SUV in the local market.
What exactly is your role?
I am the National Brand and Marketing Manager for OMODA and JAECOO South Africa. My role includes managing all aspects of marketing, PR, and communications for both brands: generating brand awareness and affinity, and ultimately converting these into sales through various marketing and communication channels.
How did you get into the motoring sector? Was it an easy career move for you?
I started my career in advertising, working across various industries such as FMCG, broadcast, and travel. In 2017, I managed a European luxury car brand account, where I developed a passion for the automotive industry. I then moved to another agency managing another luxury car brand and eventually transitioned to the OEM level, heading up marketing for that brand for a couple of years.
Cars have always been my family’s passion, though traditionally seen as a male-dominated hobby. Working in the automotive sector has opened my eyes to the significant contributions women make to the industry. This career move has been thrilling, and I have truly found my passion in my work.
What challenges have you experienced in this industry, and how did you overcome them?
Every industry faces challenges, but the automotive sector was particularly hard hit by Covid-19 and the semiconductor shortages. Stock was limited for nearly all brands, leading to a rise in secondhand sales and values. Content marketing became a significant opportunity for us to generate awareness and affinity with our customers, as well as maintain strong communication.
How has the motoring industry evolved over the years?
The motoring industry has seen multiple changes and we’re currently experiencing one at the moment with the entry of multiple new brands particularly coming from China. Prices of vehicles have risen drastically and South African’s appetites for vehicles have changed in line with the strained economy resulting in customers still wanting quality vehicles but at more affordable prices. The technological advancements in cars have also evolved where customers appreciate the technological features that make their daily driving experiences better and they would prefer the premium in-cabin experience over the size of their engine.
What have been your career highlights to date?
There have been many profound moments for me in my career, one of them is that I There have been many profound moments in my career, one of which was recently co-hosting the Chery Group’s stand at the 2024 Beijing International Automotive Exhibition in China. I became the first South African to represent the company at such a high level and it was an immense honour for me to co-host at such an auspicious occasion and influential motor show. I have also had the privilege of introducing several high-ranking Chery executives and addressing over 2,000 distinguished guests from around the world.
How long have you been a certified driver, and what was your very first car and what did it mean to you?
I have been a certified driver for 15 years, and my first car was a bright cherry red Honda Civic. Having my first vehicle meant a newfound freedom and independence.
In your understanding, what do consumers look for when choosing a car?
South Africans are savvy car consumers who value technology features, ingenuity, and how a car reflects their personal identity and how they choose to show up in their lives. They appreciate the quality of their vehicles and the benefits that their car can bring to their lives above and beyond getting to and from their destinations. This is reflected in the creature comforts and aesthetics that instils pride in their vehicles.
Naturally, customers also consider purchase and maintenance costs, which is evident in automotive buying trends.
What was the best product launch you ever hosted, and what stood out about it?
The best product launch I had the privilege of hosting was the JAECOO J7 launch in South Africa. It was notable because South Africa was the first right-hand drive country to launch the vehicle, and it was also a brand launch.
The launch event was built up over several months, creating anticipation for this amazing vehicle. The launch hosted media, celebrities, industry leaders, and even a few first customers, resulting in the J7 placing 28th out of the 54 automotive brands currently in just two weeks after its introduction.
What is your dream car and what excites you about it?
A dream car of mine would be the Koenigsegg Gemera which is an incredible piece of engineering (that also looks beautiful) with an impressive plug-in hybrid engine achieving 0-100km/hr acceleration speed of 1.9 seconds!
