IN a refreshing departure from the tired old stereotype of women drivers being mystified by anything under the bonnet, Hyundai Automotive South Africa has put its money where its mouth is. On 21 November, the brand rolled out its “Heels on Wheels” initiative at the Fourways dealership, where spanners met stilettos and oil dipsticks got demystified.
And before you roll your eyes at the cheeky name, consider this: women make up a whopping 55% of Hyundai’s South African customer base. That’s not a niche market segment – that’s the main event.
From Dashboard Panic to Dashboard Pro
The interactive workshop wasn’t your grandmother’s tea party (though we suspect a few mielies and koeksisters wouldn’t have gone amiss). Women participants got stuck into the real deal: changing tyres, checking oil and fluids, understanding those cryptic dashboard warning lights that seem designed to trigger immediate existential dread, and mastering basic vehicle diagnostics.
“When that little orange spanner light comes on, you shouldn’t have to phone a boyfriend, brother, or that bloke from accounts who once mentioned he knows about cars,” said one participant, presumably whilst confidently wielding a torque wrench.
The Business Case for Breaking Stereotypes
Michael Rohde, Aftersales Director at Hyundai Automotive South Africa, wasn’t mincing words about why the brand is investing in women’s motoring confidence. “55% of our customers are women and this is a powerful statistic,” he noted. “Women are at the heart of our brand. They are informed buyers, decision-makers and are shaping the future of mobility in South Africa.”
And the global data? Even juicier. Women influence up to 80% of new vehicle purchases worldwide, even when they’re not signing the cheque themselves. They’re researching safety ratings at 2am, comparing boot space specifications, and vetting whether the cupholders can handle a Woolies reusable coffee cup. (Spoiler: this matters more than you think.)
More Than Just Knowing Your Way Around a Jack
Hyundai insists “Heels on Wheels” isn’t merely about turning women into DIY mechanics – though there’s nothing wrong with being able to change your own tyre on the N1 without waiting for roadside assistance to navigate Jo’burg traffic. It’s about empowerment, confidence, and eliminating that sinking feeling of vulnerability when something goes wrong on the road.
“When women understand their vehicles, they feel safer, more confident and more in control. And that matters deeply to us,” Rohde added, making the radical suggestion that automotive brands should actually serve their majority customer base.
The Bigger Picture
In a market where women have historically been patronised by car salesmen who assume they’re only interested in the colour and whether it comes with a sunroof, Hyundai’s approach feels refreshingly 2025. This isn’t about creating a “pink car for the ladies” – it’s about recognising that women are already the primary drivers of automotive purchasing decisions and giving them the tools (literal and figurative) to feel confident in that role.
So the next time you see a woman confidently checking her tyre pressure or topping up her windscreen washer fluid, remember: she’s not just maintaining her car. She’s part of the 55% keeping South Africa’s automotive industry firmly in the fast lane.
And yes, she can probably do it in heels if she wants to. Or boots. Or tackies. Because that’s rather the point.
- For more information about Hyundai’s customer empowerment initiatives, or to find out when the next Heels on Wheels event is happening, contact your nearest Hyundai dealership. Spanners and swagger sold separately.
