By Aurelia Mbokazi-Kashe

Zweli Mnisi is a seasoned communicator who has steered both global brands and government institutions with confidence and clarity. Now at the helm of Hyundai Automotive South Africa’s communications, he brings a wealth of experience, strategic insight, and a passion for purpose-driven leadership in a fast-evolving automotive landscape. He spoke to Aurelia Mbokazi-Kashe about his vision for his role.

It’s been just over four months since you joined Hyundai Automotive South
Africa. What has surprised you most about the motoring industry so far? Has
anything challenged your initial expectations?

There have been no major surprises. Every career move I’ve made has been guided by thorough research and alignment with my personal and professional goals, not just the prospect of a better pay grade. The South African automotive industry is evolving exactly as I had imagined — it’s exciting and full of opportunities.

Joining Hyundai Automotive South Africa and being entrusted with strengthening the brand’s presence through innovation and excellence is a role I take on with humility. I’m especially grateful for the leadership support from our CEO, Stanley Anderson, who shares my vision for the brand and gives me the space to lead with purpose. The industry’s pace demands agility, which has helped me settle into my role seamlessly.

You’ve worked across multiple sectors — corporate, government, FMCG, and
now automotive. How have your previous roles, particularly your time in public service and at global brands like Nestlé, shaped your approach to
communications in this fiercely competitive space?

Every role has been different and rewarding. The rise of social media has
fragmented the landscape and made traditional PR tactics less effective, but I’ve always embraced that challenge. I am drawn to fast-changing environments and finding solutions in unpredictable situations.

My experience at global companies like Old Mutual, Cisco, Accenture and Nestlé, where I covered 23 countries, taught me the importance of building strong, strategic relationships with the Government, communities, civil society and the media.

I believe in collaborations, and I’ve always valued honest partnerships with journalists. I completely reject the idea that all media is sensationalist. The media landscape is changing, and motoring journalists are navigating an evolving automotive landscape. We must all adapt with respect and new ways of engaging our audiences.

What’s it like working with motoring journalists? Word on the street is they can be some of the most entitled human beings! Can you share any quirky or memorable experiences you’ve had with them so far?
Ha ha ha, that’s probably a chapter for my autobiography when I retire! Honestly, I think it’s too early to make sweeping judgments after just four months.

What I can say is, within my first two weeks, I received countless congratulatory messages and just as quickly, I was flooded with ‘inbox proposals’ promising to help me and Hyundai Automotive South Africa reach millions, often in exchange for vehicles to test. Very few took the time to sit down and understand our long-term strategic goals.

I believe genuine partnerships require that deeper conversation. Motoring journalists should uphold ethics, fairness and objectivity. At the same time, PR leads shouldn’t engage based on perceptions or emotions. I’ve been hosting one-on-one sessions to build meaningful, professional relationships – and these have been very positive.

Hyundai is operating in an increasingly tough and crowded market. From a
brand and communications perspective, what are you focusing on to ensure
Hyundai remains top of mind for South African consumers?
South Africans continue to embrace Hyundai because of our great customer
experience – before, during and after a sale. Our strong reputation for quality, value, modern styling and reliable parts keeps us relevant.

My focus is to drive this message authentically and consistently. We want customers to choose Hyundai not just for the cars, but for the total experience. My role is to ensure the Hyundai brand remains unforgettable.

You’ve led both corporate and public sector communications during pivotal
times. How do you navigate the balance between protecting the brand and
being transparent, especially in an age where news travels fast and customers
expect immediate answers?
I always aim to be authentic and transparent, no matter the pressure. The brand is far bigger than me and earning the trust of our customers is at the core of what I do. A potential customer’s first interaction with Hyundai might be through our messaging, so how we position ourselves matters.

Transparency builds trust and loyalty. I’ve also learnt the importance of listening, especially to those more knowledgeable than I am, regardless of their background. The respect I give a CEO is the same respect I give a homeless person. How we treat people should never depend on their social standing.

What are some of the key shifts or trends you’re noticing in how South African consumers engage with automotive brands today? How does this influence your communications strategy?

South African consumers are far more selective and financially conscious now. Price and quality matter, but the market is also shaped by reputation, features, and financing options. Many are downsizing and doing thorough research before making a purchase. This has influenced how we communicate, — we must be clear, actively listen, and tailor our messaging to meet their needs.

I’m focused on continuous improvement and using social media tools to proactively engage with both existing and potential customers. We are also reshaping how our dealerships enhance consumer experiences because today’s customer wants more than just a product — they want connection and trust.

In your career, you’ve often been a trailblazer, taking on roles that were created for the first time. How do you personally approach building something from the ground up, and does this experience help you at Hyundai now?
I always push myself beyond limits and I’m passionate about communication — I
even fluently read, write, and speak nine official languages! There’s no set formula; each role is unique.

My international experience, including project managing major events like the 2010 FIFA World Cup and Commonwealth Games in Australia, has taught me valuable best practices. I believe in continuous improvement and seizing every opportunity, some career breaks came from simply speaking at conferences. The key is to always deliver your best because you never know who’s watching.

Beyond the corporate suit, what’s one thing people would be surprised to
learn about you? Are you a petrolhead yourself? Do you have a dream car
(Hyundai or otherwise)?
I love cars, but I’m more of a cruiser — I’m not in a rush! My dream car is the Ferrari 599 GTO, but I also love the Hyundai SANTA FE Hybrid, which I proudly launched in South Africa. I’m a big sports fanatic, especially Formula One, and I admire Sir Lewis Hamilton.

I enjoy studying sports stats and comparing performances. I draw
inspiration from winners who’ve succeeded against the odds — it’s a mindset I apply in my own life and career.

Looking ahead, what’s your vision for Hyundai’s brand reputation and
customer engagement over the next two to three years? What would you like
your legacy at Hyundai to be?
I have a dream of Hyundai becoming South Africa’s most loved, family-centric brand, creating unforgettable memories. I don’t focus on what other OEMs are doing — I’m committed to honing my craft and finding innovative ways to build our brand. I’ve also embraced the Korean work ethic: teamwork, dedication, and collective success. I want to be remembered as a passionate team player who made an indelible mark and inspired others along the way.