BY Aurelia Mbokazi-Kashe
Vuyokazi Quphe is passionate about brand Nissan and brings her vast experience in journalism and communications to champion the OEM as one of the leaders in the sector. As a communication’s lead at Nissan SA, she is responsible for implementing winning communication strategies. Apart from launching the latest products, she also advocates for diversity and inclusion in the workplace.
What exactly do you do?
As the Communications Lead, I am part of the team that showcases Nissan’s bold moves toward positively impacting lives. Whether it be providing families with homes in Nissanda; putting Nissan’s sustainable energy solutions to power up parts of Filadelfia School or our partnerships with institutions of higher learning to drive skills development and empower future professionals.
We showcase our products through launches and ensure that our media partners and associates get to experience our product range – From the compact B-segment crossover Nissan Magnite to the rugged styling of the Nissan Navara to the beautifully crafted Qashqai and the not your average X-Trail.
As Africa’s champion on the Africa, Middle East, India, Europe and Oceania (AMIEO) Diversity, Inclusion and Equity (DEI) Council we support our business in nurturing an inclusive and safe workplace where everyone can show up as their most authentic selves! I love all that I do because it contributes to a more sustainable Nissan South Africa and Africa.
How did you get into the motoring sector?
Growing up in East London, my father worked for the local automotive manufacturer since I was knee-high. This sector afforded me access to education to become a journalist. Over the years I worked in various media disciplines, but I’ve found myself back in the sector that supported my family and community’s growth.
The motoring industry is perceived to be male-dominated with little room for women to grow. Has that been your experience?
It has not been my experience, but I have heard from women associates who feel that way. At Nissan we have policies, programmes, and practices that are focused on including women at various levels of the organisation. For example, Nissan South Africa (NSA) has a 50% women representation stipulated on training and development initiatives. I am a proud beneficiary of the organisation’s commitment to skills development; they funded my MBA studies at Henley Business School. I also benefited from mentorship, coaching, and sponsorship from my leaders.
Was it an easy career move for you?
It was because I love communications. My passion has helped me to build relationships within Nissan and with our many stakeholders. I appreciate this sector’s impact on people’s lives and believe in its potential to drive economic growth across our continent.
What have been your career highlights so far?
I count many highlights. I was the launch editor for True Love Babe at age 23. I was part of the team that amplified positive coverage of Gauteng ahead of the 2010 FIFA World Cup. I was a lead when Nissan hosted President Ramaphosa, and other cabinet ministers, at global headquarters in Yokohama.
Most importantly, I was also part of the Nissan South Africa team that overcame Covid-19 and launched the locally-produced Navara.
Do you have a favourite Nissan vehicle?
That would be like asking a mother to pick a favorite amongst her children. I enjoy the X-Trail because of its cabin and boot space, the Navara for its ability to comfortably tackle off-road adventures, the Qashqai for it’s sleek looks and urban driving. The Magnite is amazing for road trips with the family because of the fuel consumption. This choice enables us as Nissan to satisfy our diverse customers’ needs.
What do women look for when choosing a vehicle?
A study by the NSA Market Intelligence team reveals that the vehicle’s boot space plays a significant role, followed by the overall cost of ownership and then the aesthetic appeal. Our cars have a way of becoming a self-expression and can be closely linked to one’s identity.
What motivates you to wake up and go to work?
I work with amazing individuals who fly the Nissan flag high and I also learn from our diverse stakeholders. As a parent, I am also intentional in modeling a positive work ethic for my son and daughter to emulate, the same way I did from my dad.
What is your favourite mantra that you live by?
“Everything will be okay in the end. If it’s not okay, it’s not the end” – made popular by the Marigold Hotel movie – it resonates with my optimistic outlook.
