By Aurelia Mbokazi-Kashe
Tina Mulovhedzi, Brand Manager at GWM South Africa, shares insights into her journey in the automotive industry, her role in shaping the brand’s presence and the innovative strategies driving GWM’s growth in South Africa. Get to know the woman behind the wheel of GWM’s success.
Please give us a breakdown of your role.
I lead marketing for GWM/Haval in South Africa, ensuring a consistent brand story across all channels. My focus is on engaging audiences, driving sales and turning customers into lifelong advocates by blending creativity, strategy and a passion for the open road.
How did you get into the motoring sector? Was it an easy career move for you?
I entered the motoring industry in 2011, driven by a passion for cars and brand storytelling. Transitioning from an IT background wasn’t easy, but I relied on my marketing skills, love for cars and determination to prove myself in a male dominated field. These challenges helped me grow professionally and thrive in this competitive sector.
What challenges have you experienced in this industry, and how did you overcome them?
As a woman in the male-dominated automotive industry, earning respect and credibility has been a challenge. I overcame this by delivering exceptional results through successful marketing campaigns and innovative strategies that contributed to business growth. My work consistently spoke for itself, helping to build trust with colleagues and partners.
Navigating the fast-paced nature of the market, with shifts in consumer preferences and technological advancements, required adaptability. Whether responding to the rise of electric vehicles or new consumer demands, I ensured our brand stayed relevant while maintaining its core values. The industry’s vulnerability to economic shifts, regulatory changes, and supply chain disruptions also posed challenges. To address this, I worked closely with cross- functional teams to ensure our marketing initiatives remained aligned with business objectives and adaptable to external changes.
What have been your career highlights to date?
My first launch at General Motors South Africa (GMSA), the all-new Chevrolet Cruze, remains a career highlight. Despite being young and inexperienced, I successfully managed everything from the TVC campaign to social media campaigns. The experience taught me invaluable lessons that shaped my career and emphasised the importance of continuous learning.
Returning to the motoring industry after a two-and-a-half-year break, I joined GWM as Brand Manager at a pivotal moment. This allowed me to leverage my past experience while bringing fresh insights to the brand. The successful launch of the TANK 500 and P500, along with building strong media relationships, marked a major milestone in my career and reignited my passion for the automotive sector. It’s a great time to contribute to GWM’s growth and success.
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 for 16 years. My first car was a Corsa 1.4 Colour Edition, the perfect mix of fun and freedom. Its sporty two-door design wasn’t just a car; it
was a statement. The sleek look made me feel special, and its zippy performance turned every trip into an adventure. It was the ideal car for a young driver eager to stand out. More than just a means of transport, the Corsa became a source of fun- filled memories and a symbol of independence.
What is your dream car and what excites you about it?
While it’s a tough question, my dream car is a Lamborghini Urus. Its blend of luxury, power, and sporty SUV design is exhilarating. What excites me most is the speed, luxury, and bold appearance.
In your understanding, what do consumers look for when choosing a car?
Consumers today consider several factors when choosing a car, based on their needs and lifestyle. Price and value for money are key, with a focus on quality, features, flexible financing, and long-term reliability.
Safety is crucial, with advanced driver-assistance systems and strong safety ratings as top priorities. Technology and connectivity also play a major role, with demand for modern infotainment systems, smartphone integration, and convenient features like voice control and navigation.
Design and aesthetics matter too, as people want a car that matches their style, whether sleek and sporty or rugged and off-road ready. Fuel efficiency and sustainability are becoming more important, especially with the rise of electric and hybrid vehicles. Overall, consumers seek a balance of performance, technology, design, and value for money, in a package that fits their lifestyle.
You regularly interact with motoring journalists and influencers. What could improve those interactions and ensure that your job and theirs are easier?
Clear, timely communication is key to improving interactions with motoring journalists and influencers. Providing early access to accurate information, personalised engagement, and exclusive content helps build strong relationships. Offering behind- the-scenes access and maintaining an open feedback loop strengthens collaboration. Collaborating on content creation and sharing media assets in advance also boosts coverage and fosters mutually beneficial partnerships. These efforts streamline the process and ensure positive, productive relationships.
What was the best product launch you ever hosted, and what stood out about it?
The best product launch I’ve hosted was the GWM TANK 500 and P500 launch in August 2024, which created an unforgettable experience for journalists, content creators, and customers. For journalists, we organised a 4-day drive through the stunning Western Cape, allowing them to experience the vehicles’ capabilities in varied driving conditions. From rugged terrain to smooth highways, the drive showcased the vehicles’ performance, handling, and comfort, providing the perfect setting for engaging articles.
For content creators, we arranged a 3-day drive from George to the GWM Head
Office in Johannesburg, where they could explore the vehicles’ features and document their journey. This drive highlighted the vehicles’ performance over long distances, with content creators sharing live updates and posts that captivated their followers.
What made this launch stand out was the blend of hands-on testing, striking visuals, and authentic feedback shared across platforms. The extensive media coverage and social media buzz generated a lasting impact, amplifying excitement around the launch. This launch perfectly demonstrated how combining real-world experiences with strategic media and social campaigns can elevate a product launch and effectively engage both traditional and digital audiences.
