Despite new entrants to the South African auto market, Toyota remains one of the country’s most beloved brands and the top contender for market share. Tasneem and her team are working hard to ensure that Toyota and its premium sister brand, Lexus, continue to be the go-to choices for consumers, whether they’re looking for an entry-level car for students or a premium SUV for a CEO.
What exactly do you do? Please give us a breakdown of your role.
I am the General Manager of Marketing Communications at Toyota South Africa Motors. I work with a wonderful group of people, agencies, and partners to share Toyota stories and experiences with South Africans.
How did you get into the motoring sector? Was it an easy career move for you?
I joined Toyota South Africa Motors’ (TSAM) Graduate Trainee Programme in 2009 and was formally appointed a few months later. The rest, as they say, is history! Staying with TSAM has been a no-brainer — I love the company’s culture, respect its success, and have had fantastic mentors over the years.
What challenges have you experienced in this industry, and how did you overcome them?
The biggest challenge is the shift in media consumption. With more options available to consumers, it’s tough to stand out while staying compelling and authentic. At TSAM, we focus on our strengths, highlighting what makes us great and staying true to our brand.
How has the motoring industry evolved over the years?
The motoring industry has changed dramatically. Technologically, we’ve shifted from internal combustion engines (ICE) to various alternative power sources, and the market has expanded from a few large OEMs to a wider range of competitors. Production has also evolved; for example, we now produce hybrids and have boosted our export capabilities. Additionally, safety standards have advanced significantly, further transforming the industry.
What have been your career highlights to date?
There have been many highlights! Some that stand out are when Toyota and Lexus won the Cars.co.za Brand of the Year award last year. In 2024, I also had the privilege of joining TSAM’s first-ever female Ekiden Relay Team to compete in the Toyota Global race. At the same event, President Sato-san joined our team to sing some cheer songs—definitely a memorable moment.
How long have you been a certified driver, and what was your very first car and what did it mean to you?
One of the first cars I drove growing up was my grandad’s Toyota Stout Bakkie. I got my driver’s licence in 2004 and took my driving test in my mum’s Toyota Tazz. As a student, I drove a VW Golf for a while. However, soon after joining TSAM, I bought my very own Toyota Auris – which became my most prized possession!
What is your dream car and what excites you about it?
At the moment, it’s the newly launched Prado VX-R. I test drove one for a weekend, and it stole my heart! It’s a head-turner and one of the most capable vehicles we offer. I’d love to own one.
In your understanding, what do consumers look for when choosing a car?
Whether someone is buying their first car or their tenth, consumers want to feel confident about their purchase and see their vehicle as a reflection of who they are. South African consumers naturally look for reliability, safety, and value for money, but they also want a vehicle that resonates with their identity and lifestyle.
You regularly interact with motoring journalists and influencers. What could improve those interactions and ensure that your job and theirs are easier?
Building strong relationships is key. Regular interactions, open communication and free-flowing conversations lead to trust and understanding. Providing timely, accurate information and offering exclusive previews and test drives also go a long way.
What was the best product launch you ever hosted, and what stood out about it?
The Hilux GRSIII launch in June was unforgettable. We drove from the Western Cape to the Eastern Cape on a road that is usually closed and found it covered in overgrown greenery. We also did some dune driving on the beach. The combination of challenging driving conditions, stunning landscapes and the vehicle’s impressive performance made this launch truly stand out.
