BY Aurelia Mbokazi-Kashe
Thami Masemola is considered the original GOAT in motoring journalism. The founder of In4Ride has welcomed and mentored many journalists over the decades. He continues to be a voice of reason and an advocate for the transformation of the automobile industry.
How did you become a motoring journalist and when did your career begin?
In 2001 I was a co-editor of Ymag, a Yfm-owned magazine at the time. The magazine was youth lifestyle-focused and I thought it would be lovely to add motoring as part of the offering. So I created the section and started doing the work to make it prosper.
Was it easy to break through? What were the major challenges for you?
It was relatively easy probably because Yfm was a super brand back then and all the car brands wanted to be associated with it. The station and the magazine were aimed at the youth, meaning the more expensive higher-end cars were not available in the beginning. However, it had the cool factor and a massive reach in Gauteng. I began reaching out to different manufacturers asking them how to get test cars and soon I had relationships with most of them.
What was your very first motoring launch you attended and what stood out about it?
To be honest I don’t remember my first launch at all. I do however, remember my first overseas/ international launch. In 2003 Toyota took a group of us to Australia for the launch of the second-generation Camry. We were gone for a week, spending our time mainly in Melbourne and Sydney. We were also able to attend the Australian Formula One Grand Prix, which was an incredible experience.
What was the very first test car your drove and please describe the feeling.
My first test car was a Chrysler Neon. And it was green. I honestly couldn’t believe that someone would give me an actual car to drive for a whole week, just so I could do what I did on a daily basis – write about it. I really enjoyed myself with that car but in the end I gave an honest review and was not candy-eyed about it. Even back then I knew I had to inform my audience properly without being biased either way. There are a handful of other first cars I remember as well. My first car from Toyota for example, was a Lexus IS200. Amazing thing. My first BMW was a Z3 3.0. I drove that one all the way from Jo’burg to Cape Town, mostly with the top down. What a weekend! First Mercedes-Benz? I had a C 200 Kompressor and it got bumped by the guy who was washing it. I had to pay R3 000 excess. Very painful for someone who was earning R6 400 a month at the time.
What was your most embarrassing moment as a motoring journalist?
When I got banned from driving Volkswagen, Audi and SEAT cars for 6 months because of an Audi A3 V6 that was crashed while in my possession. Mind you I was not the one who had bumped the car.
Describe your journey to becoming a COTY Jury member. What unique qualities do you bring to COTY?
My first encounter with COTY was actually in 2001 when I joined the South African Guild of Motoring Journalists and became a Trainee Juror. I participated in the COTY competition of that year where we drove the finalists from Joburg to Mpumalanga. My trainer was Stuart Johnston and he was very meticulous and attentive to me. I learned a lot from him. Later I became a Juror myself and was able to share my own experiences with younger people who came in after me.
For this year I think my experience has been a big driving factor to me being chosen for this important industry role. As one of only a handful of people with so much experience I would say that is my special role. Not unique of course, but special.
What do you look for in the COTY and name two favourite finalists that have what it takes to become this year’s winner?
I look for the best car in its class first. Secondly a car that could possibly be the best overall in the whole group, using several matrices like perceived quality build, balanced performance, safety features and relative value for money in its segment as well as in general. I don’t have favourites but I know which cars I have scored the highest based on the above criteria. You and I will both find out at the Car of the Year sponsored by Old Mutual Insure gala event if they have won anything.
What item do you take from the hotel from launches?
Hahaha! I used to take those bathroom items that come in a small pouch. Inside there’s grooming equipment like a nail filer and “ear buds”. If there’s a mini bar I do tend to help myself, even if they only filled it with water.
