Celebrating women who are steering change in the auto industry
| Author | Brenwin Naidu |
| Published date | 25 August 2021 |
| Publication title | SowetanLIVE (Johannesburg, South Africa) |
Background
I have been in this industry all my life: first in finance and later as head of corporate and government sales for two prominent manufacturers. In 2015 I joined BMW Group SA to oversee corporate, direct and special sales in SA and subSahara Africa. BMW Motorrad captured by my interest in 2020 because, while I had previously been involved in the business of motorcycles, I had never ridden before. I signed up to our Rider Academy to learn and I have had my riding licence for about a year. As a novice rider, I feel I have a fresh perspective to add to the business. I also know how to support new riders keen to join the BMW Motorrad family. It's been a fantastic journey so far.
Talk us through a day in your role
I am responsible for all areas of BMW Motorrad's local operation, including increasing our market share, growing the bike parc, dealership corporate identity, profitability, new model introductions and collaborating with our brand partners across the country. A big part of my job entails supporting my team and retail partners to ensure they are equipped to delight our customers.
Challenges and rewards of the job?
There have been a few tough months since I started my BMW Motorrad journey, but I believe with all challenges come rewards. In 2020 we became the first country in BMW's global network to implement a sales model that allows a customer to purchase a motorcycle, trade in a used bike, book test rides and view and purchase demonstrator motorcycles – all online 24/7. In addition to this, we are building a stateoftheart technical training facility at our Midrand head office. There is much more to come, and the spirit and passion shown by our customers is the most exciting thing I have ever experienced. It's an exceptional motivator!.
In what areas can the local motor industry improve?
The automotive industry is everchanging and it is critical we focus on training and enhancing local skills. Our skill requirements were revolutionised during the implementation of our new retail sales model in 2020, for example, and we need to remain agile to ensure we are ready for change.
Fhumulani Mothale, brand manager Audi SA
Background
I grew up in a tightknit, loving family that did not always have everything but we made do and through the guidance of my mother and grandmother, I realised at an early age that education was going to be my gateway to a better life. The journey has not been easy, but through hard work and dedication, I obtained a full scholarship to study my BBusiSci Economics and Marketing from Monash University after successfully completing matric. My academic path continued and I completed my postgraduate diploma in marketing management and BPhil Hons in marketing management from IMM Graduate School of Marketing. I have now embarked on an international qualification as an MBA candidate at University of Liverpool, with the hopes this will not only give me the tools to further my selfimprovement journey but will also broaden my thinking to be more global and dynamic. I have had a fortunate career thus far in building wellloved brands in SA within the premium financial services and automotive industries. This has made a significant impact in shaping me into a wellrounded and astute marketing professional.
Talk us through a day in your role
I deal with developing and implementing marketing communication activities to improve Audi's brand awareness, image and likeability in the local market. This entails advertising and campaign management and marketing plan execution for our new vehicles as well as the after sales and preowned business areas. My role ensures there is a consistent Audi brand voice through all of our marketing initiatives from a creative, media, digital, social, campaign and CRM perspective so we support Audi's global product and brand positioning plans in SA. My days generally consist of meetings with internal stakeholders, managing and controlling the Audi marketing budget and the management and coordination of agency partners to optimise marketing communication opportunities.
Challenges and rewards of the job?
One of my favourite benefits is the ability to change my Audi company car every nine months, allowing me to authentically appreciate the progressive premium mobility that defines our brand. From a professional point of view, it is rewarding to see a 360˚ campaign come alive across the marketing channels and connecting in a positive way with our consumers. The global pandemic has posed many challenges to my job. I have to navigate this to ensure marketing spend is spent without wastage and my advertising campaigns ultimately translate into sales. We are constantly fighting for a share of wallet from our consumers and being the first point of consideration in an already challenged premium automotive market.
In what areas can the local motor industry improve?
I believe it can improve by tackling gender disparity head on and leading the fight to promote more female leaders within the automotive industry. I would also like to see South African motor manufacturing at the forefront of sustainable mobility. It would be lovely to see a locally manufactured electric vehicle in our country.
Nirvana Sivalingam, head of procurement Bridgestone Southern Africa
Background
At the beginning of my career, I was a teacher and made a career shift into the corporate world after seven years in education. Over my 20year career in the private sector, I've been fortunate to work in the very diverse and challenging field of procurement for some of SAs biggest industrial companies, including BHP Billiton, Exxaro, Transnet, Schneider Electric and Weir Minerals before joining Bridgestone in May 2020 in my current role.
Talk us through a day in your role
In my early career, I spent a lot of time directly managing areas within the procurement space, including material requirement planning (MRP), vendor management and purchasing. Later, after working to earn qualifications in procurement and leadership management, I completed a certification in total quality management, a business management degree and my MCIPS, I have worked as a buyer and a contract specialist, where I spent most of my time on tenders, contracts and project planning and support. Now a lot of my day is spent in strategic meetings. As a manager overlooking different areas, I have responsibilities and need to sit in project meetings, team meetings and supplier meetings. Despite this, I've made time almost every day to sit with my team, especially when they were based at home.
Challenges and rewards of the job?
My biggest challenge over the past year has been to get to know a completely new sector, the tyre industry. However, I see this as a good challenge that allows me to contribute my diverse background and thinking to the growth of a leading manufacturer. Throughout my career, as a woman, I've had to fight a lot more than my male counterparts for acceptance. However, by focusing strictly on performance, I've shown I am just as capable to do the job, and even deliver at a higher level. At this stage in my career, it is deeply rewarding to help break down barriers for women in technical fields, especially young graduates who might be unsure about entering the industry. Through our Bridgestone Women's Forum and LeanIn Circles, we have an amazing opportunity to develop successful future generations of young women in the exciting field of mobility.
In what areas can the local motor industry improve?
In all industries I worked in, one of the key areas any organisation can benefit from is enhancing relationships. While performance delivery should always be held to the highest standard, connecting with people must never be overlooked. Bridgestone has come a long way in breaking down a lot of barriers, not just in terms of gender and racial transformation, but in terms of offering people at all levels the opportunity to have their voices heard.
Sumaiya Suleman, customer resolution centre manager for Middle East and Africa Ford Motor Company of Southern Africa
Background
I am the second of three siblings and grew up in Pietermaritzburg, where I completed my LLB degree. I am married with one child. My daughter of 10 years old. My family means everything to me, and they are my motivation. I have been in the legal industry for 16 years and customer services has been my home for the past five years. I have an appreciation for the finer things in life and am a wanderlust at heart.
Talk us through a day in your role
My role is multifaceted and I spend a lot of my time engaging my team regarding customer cases. Ensuring regulator complaints, particularly that of the Motor Industry Ombudsman, are responded to timeously is also part of my scope of work. There is also a fair amount of background administration required to keep the CRC operational and that is also an aspect I devote time to. Part of my role also encompasses oversight of the Middle East customer queries and Roadside Assistance for the Middle East and SA regions.
Challenges and rewards of the job?
No two days or customer cases are the same and that can be challenging at times. The converse to that is the personal reward. For me, it's the small wins – a compliment from a customer or a satisfied customer back on the road with his/her vehicle. Knowing you contributed to that...
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