A year ago this month, Xploreza rebranded as a travel, motoring, and lifestyle media title. This change came after consultations with our growing audience and internal team debates.
We aimed to create a publication that seamlessly blends travel with motoring, approaches car reviews from a consumer perspective, and avoids intimidating technical language. Additionally, our readers wanted us to include eat-out options and delicious recipes for when they stay in.
As people were rebuilding their lives after the devastating impact of COVID-19, they became more interested in rediscovering interesting places within their vicinity and enjoying activities closer to home. They started exploring their provinces and the country before considering international destinations. Our platform’s name, Xploreza, perfectly captured this need.
Aurelia Mbokazi-Kashe had a fireside chat with Xploreza publisher, Mabuyane Mabs Mabuza.
AM-K: Congratulations on the first year of rebranding Xploreza to become the formidable media platform it is today. What influenced you to start Xploreza?
MM: After nearly two decades as a motoring journalist in print newspapers and national radio stations, I realised that consumers cared more about how cars fit into their daily lives than about technical details. They wanted practical advice to enhance their everyday experiences with vehicles. I decided to present information in a more relatable and practical way for ordinary motorists. This platform also gave me the chance to be my own boss and mentor emerging talent, especially young female journalists who face challenges entering the motoring sector.
AM-K: How did the name Xploreza come about?
MM: During a weekend getaway to Hoedspruit seven years ago, I had an aha moment: “I’m exploring this beautiful country in this beautiful car.” That’s how the name came to me. It wasn’t until July 2018, a year later, that I turned the idea into reality.
AM-K: What did you set out to accomplish with the platform?
MM: Our goal is to create relatable travel, motoring and lifestyle content delivered by journalists. In the age of social media, credible voices are often overshadowed by fleeting influencers. As advocates of traditional journalism values, we are committed to telling stories authentically and truthfully, even in lifestyle content.
AM-K: How is it different from other platforms that cover travel, motoring and lifestyle content?
MM:We are a team of experienced journalists and motoring experts. We share our insights from travel, car launches, and interviews with interesting people in a relatable way, always guided by journalistic principles that priorities objectivity. Our audience can trust that our stories are well-researched, thoroughly debated, and fact-based.
AM-K: Take us behind the inspiration for the new branding of Xploreza.
MM: We aimed to clearly communicate our message to both existing and new audiences by creating a modern, attractive, and interactive identity.
AM-K: In the past few months, you launched the weekly column, Ask Mabs. Who is it for and what is it trying to achieve?
MM: “Ask Mabs” continues from the questions I often received while I was motoring editor at Sowetan, Times Media Group, and hosting shows on Motsweding FM, Metro FM and Kaya FM. The radio shows had limited time and scripted content, so we couldn’t always answer all the questions.
When I started Xploreza, these questions persisted, so we began incorporating them into our content. Given the high volume of questions we receive on our site and social media, we decided to turn “Ask Mabs” into a weekly column to address them. This column is for every motorist with burning car questions, and we see it as a valuable resource for our audience. Recently, we’ve started adding videos to our social media for quick, accessible information for those with limited time.
AM-K: You also introduced us to some influential columnists who are experts in their fields, Dr Lerato Lovelee and Alphi Mkhwanazi. How do they tie into the Xploreza brand?
MM: They are a perfect fit as experts in their fields. Dr. Lovelee, a medical doctor and aesthetic specialist, is also an advocate for a healthy lifestyle. As an avid cyclist, runner, and traveller who always satisfies her wanderlust, she embodies our brand’s mission of promoting healthy living and xploration.
Sipho, a public relations specialist and writer with a background in tourism, previously worked with the National Parks Board, communicating the heritage of our national parks. He brings a focus on fun, mental health, and relatable content, adding laughter and lifestyle expertise to our team.
AM-K: What have been some Xploreza’s highlights to date?
MM: Through continuous engagement and feedback from our audience, we’ve tailored our content to be succinct and user-friendly. The positive response from our audience, motor manufacturers, hospitality groups, and other stakeholders has been incredibly motivating and keeps us driven.
Another highlight has been attracting top contributors who are experts in their fields. For a young platform, it’s encouraging to have dedicated professionals who generously share their time and expertise to help us grow.
We are committed to evolving and prioritising the needs of our audience. We want them to view this as their platform and look forward to engaging with them daily.
AM-K: You also earned new stripes in your career as a motoring journalist, please tell us more?
MM: After Covid-19 I decided to return to the Exco of the South African Guild of Mobility Journalists to make a meaningful contribution. The organisation was suffering and was on the verge of closing its doors. When some of my colleagues in the industry asked me to return, I obliged. I was then elected as the Vice-Chairperson on the Guild, which automatically threw me into the role of Chair of the SA Car of the Year, a prestigious property owned by the SAGMJ.
We had to rebuild things from the bottom which was not easy.
I am finishing my term as the Chair of COTY and have taken over the Chairpersonship of the SAGMJ. I was elected to this position at the annual SAGMJ AGM last month.
I have come full circle to be in this role, having entered the industry as a young woman.
AM-K: And then you are also a full-time farmer? How did you get into farming?
MM: I was introduced to farming by my late husband, who was passionate about the agriculture industry. By the time we moved to the farm in 2014, I was fully embracing the role. I learned everything from him, but when he passed away in 2019, I had to figure things out on my own. It was a challenging period, as I suddenly became the primary farmer.
As they say, I did what I had to do, and the rest is history. Now, I farm with authority and continue to xplore new opportunities and knowledge within the industry.
AM-K: How have you managed to balance farming and motoring? The two seem so different. Where is the sweet spot for you?
MM: Balancing the two wasn’t easy, but through my passion and love for both industries, I’ve managed. Where there’s a will, there’s a way. I’ve found my balance, and I love my lifestyle.
AM-K: What can we expect as Xploreza forges forward and becomes more formidable in its space?
MM: You can expect more travel content as we explore our country, highlighting smaller towns and local activities. We’ll also expand on day trips and experiences within an hour’s drive, which often lead to exciting discoveries. Additionally, we’ll invite our audience to share their own journeys and insights.
One request from our audience that I’m particularly excited about is exploring farming. Many are curious about branching into agriculture and joining the nation’s food value chain. They want to learn about careers and entrepreneurship opportunities in this field. Adding an agriculture element to Xploreza feels like a natural progression for me, especially as a farmer myself. We’ve been working behind the scenes to make this happen, and I’m eager to share this part of my life with you.
AM-K: Where do you see Xploreza in five years’ time?
MM: The brand is continuously evolving and growing, heavily influenced by our audience. As a listening brand, we prioritize engagement and are guided by the needs of our audience. We also recognize the significant changes in the automotive space, such as the shift to electric cars and its impact on travel and lifestyles with the development of new infrastructure. We’re excited about the many great things on the horizon and look forward to seeing the brand flourish and add value to South African society.
