By Prashirwin Naidu
Chery South Africa is fast establishing itself as one of the game changers redefining the local automotive landscape. Just last week, the brand made history by conducting South Africa’s first real-world dual-vehicle collision test, two Tiggo 9 SUVs colliding in a controlled 50% offset head-on crash at 50 km/h, replicating one of the continent’s most dangerous accident scenarios.
At the heart of shaping these powerful brand stories is Verene Petersen, National Marketing Manager at Chery SA. With over two decades in the motoring world, her career spans some of the globe’s most iconic marques, from Ferrari to Maserati, and today she is driving how Chery is received and remembered in South Africa. Born in the Eastern Cape and now based in Johannesburg, Verene has played a key role in brand storytelling in an industry that’s constantly evolving. She speaks about her career journey, changing media landscapes, and what it takes to thrive in automotive PR today.
What drew you into the world of motoring PR in the first place?
I always had a passion for cars growing up, but I didn’t have a technical background. I studied journalism and public relations, so I naturally gravitated toward storytelling. When I got the opportunity to join a PR agency that handled automotive accounts, including Ferrari and Maserati, it felt like the perfect fusion of my skills and interests. And from there, I never looked back.
Having worked with luxury brands like Ferrari and Maserati, how did those early experiences shape your approach to PR?
They taught me that reputation is everything. With premium brands, every detail matters—how the car is presented, the tone of the messaging, and even the level of exclusivity. You’re not just selling a product; you’re curating an experience and a lifestyle. I had to understand the brand inside and out and find creative ways to tell its story to a South African audience. That’s something I’ve carried with me throughout my career.
The industry has changed significantly over the years. What are some of the biggest shifts you’ve noticed in the PR landscape?
Social media has completely changed the game. Twenty years ago, you had long
lead times with print media, and there was a clear structure in how you distributed information. Now, things happen in real-time. You need to be fast, responsive, and constantly tuned in. The consumer is more empowered, and media houses are under pressure to break news quickly, which means we as PR professionals have to be more proactive and strategic in how we share information.
What are some of the most challenging moments you’ve faced in your career
and how did you overcome them?
One of the most challenging moments was navigating a high-profile product recall for a luxury brand early in my career. The media scrutiny was intense, and we had to manage not just the facts but also the emotions of customers who felt disappointed. I learned the value of transparency and empathy. Being honest, owning the problem, and showing customers that you’re taking responsibility makes a huge difference.
You’ve built a strong reputation as one of the few women leading automotive PR in South Africa. What has that journey been like?
It hasn’t always been easy. Early on, I often felt the need to prove myself in
boardrooms where I was the only woman. But over time, I learned that my
perspective brought value and that I didn’t have to change who I was to be heard. I’ve also seen more women entering the industry, which is encouraging. My hope is that we’ll continue creating space for diverse voices in motoring, not just in PR but
across the board.
How do you approach launching a new product in today’s market, especially in
a competitive segment like SUVs or EVs?
It’s all about understanding your audience. At Chery, for example, we’ve seen how consumers are drawn to innovation, affordability, and after-sales peace of mind. So, we tailor our launch strategy to highlight those strengths — whether through immersive events, digital storytelling, or influencer collaborations. A launch is no
longer just a press release and a media drive. It’s an entire campaign that connects emotionally with people.
With so many brands competing for attention, what makes a PR campaign
truly stand out?
Authenticity! People are smart. They can tell when something is scripted or
gimmicky. A great campaign tells a real story, speaks to real concerns, and shows
the human side of the brand. Whether it’s a family discovering the safety features of their new SUV or a young professional finding pride in their first car, those are the stories that stick.
What excites you most about the future of the automotive industry?
The pace of change. EVs, AI, connected vehicles, it’s all evolving so quickly. But
what excites me even more is how these changes are creating opportunities for fresh narratives and new kinds of customer engagement. It’s an exciting time to be in PR, especially with brands like Chery that are pushing boundaries.
Looking back at your career, what would you say are some of your proudest or
most memorable highlights?
There have been quite a few! Working with brands like Ferrari and Maserati definitely stands out. Those were dream accounts for many in the industry, and I was lucky tobe a part of that world for several years. Another big highlight for me was being involved in the launch of Chery South Africa. Seeing the brand grow from a newcomer to one of the fastest-growing automotive players in the country has been incredibly fulfilling. I’m proud to have played a role in shaping how people perceive the brand today.
Do you remember your first car? What was it and what did it mean to you at the time?
My first car was a Mitsubishi Colt Rodeo 2.8 TDI 4×2 double cab, and I named her
Daisy-Blue Monster. I had her fully kitted out with a chrome extreme kit—it was quite something! I got her around 2005 when I left the industry for the first time, and thanks to staff discounts at the time, I was able to afford it. I had just fallen in love with off-roading after spending a lot of time in the bush through work, and although I couldn’t afford a 4×4, the 4×2 was the next best thing. That bakkie carried so many memories—adventures, road trips, and learning curves. She was special.
Any advice for young professionals, especially women, looking to break into
automotive PR?
Don’t be intimidated. If you have a passion for the industry and a willingness to learn, you already have what it takes. Build relationships, be curious, and never stop learning. And remember: your voice matters. Bring your full self to the table.
