SOUTH Africa’s automotive industry is witnessing a wave of strategic leadership appointments as manufacturers and industry bodies position themselves for sustained growth amid evolving market dynamics, technological disruption and heightened stakeholder expectations.
Ford South Africa Appoints Award-Winning Communications Leader
Ford Motor Company of Southern Africa has appointed Dustin Chick as Communications Director, effective 1 March 2026, signalling the automaker’s recognition of communications as a strategic function in an era of increased scrutiny and rapid change.
Chick joins Ford following six years as CEO of communications agency Razor, which he launched in early 2020 and grew into Africa’s most awarded PR agency. He brings extensive experience in reputation management and strategic communications, having advised CEOs, C-suite leaders, government ministers and community organisations on complex reputation challenges.
“We’re delighted to welcome Dustin to the Ford team at an exciting time for both the company and the automotive sector,” says Neale Hill, president of Ford Motor Company Africa. “As our industry evolves, communications has become increasingly strategic and critical. Dustin’s appointment strengthens our ability to engage with our staff, customers, dealers and stakeholders in telling Ford’s story with clarity, credibility and purpose.”
In his new role, Chick will lead the communications function for South Africa’s longest-standing automotive manufacturer, responsible for modernising and executing the company’s communications strategy with emphasis on digital-first transformation and impactful storytelling.
“Joining Ford South Africa is a rare and compelling opportunity, particularly at a time when communications continues to shift from being a ‘support function’ to one where it shapes an organisation’s strategic leadership,” says Chick. “Ford’s more than 100-year manufacturing legacy in South Africa, its role in industrialisation, and its reach into over 100 global export markets place it at the heart of our economic and social future.”
Mitsubishi Motors Southern Africa Charts Growth Under New Managing Director
Brietta Trading Proprietary Limited, the authorised distributor of Mitsubishi Motors in Southern Africa, has appointed Takalani Bruce Mukhola as Managing Director as the brand positions itself for renewed momentum and sustainable growth in an increasingly competitive market.
Mukhola brings more than two decades of automotive industry experience spanning finance, dealership operations and executive management. His deep understanding of both commercial and retail sides of the automotive value chain positions him to unlock Mitsubishi Motors’ full potential in the region.
In his most recent role as Franchise Executive at Motus Holdings Limited, Mukhola led the commercial division responsible for strategic growth and operational excellence across global brands including Isuzu, UD Trucks, MAN and Volvo Trucks. His leadership focused on performance discipline, dealer network optimisation, and sustainable profitability.
He previously served as Chief Financial Officer of Tshwane Rapid Transit, where he oversaw finance and IT functions and played a central role in organisational strategy and risk management. Earlier positions include senior leadership roles at Sandown Motor Holdings as Dealer Principal for Mercedes-Benz Bus and Divisional Financial Manager, as well as executive finance positions at e-Logics Group (Imperial Logistics).
Mukhola holds an MBA from GIBS (University of Pretoria), an Honours qualification in Accounting Sciences, and is an active member of SAICA (AGA) SA.
“My focus will be on ensuring that every product we bring to market, every dealership interaction and every customer experience consistently reflects what the Mitsubishi Motors brand stands for,” says Mukhola. “With disciplined execution and a strong product offering, I believe Mitsubishi Motors can grow its presence and relevance with customers.”
Supporting the brand’s renewed focus is a strengthened product pipeline, including the Mitsubishi Destinator, scheduled for introduction in Q1 2026, alongside the relaunch of the iconic Triton nameplate in Q2 2026 – a vehicle that has long embodied Mitsubishi Motors’ promise of reliability and performance in demanding African conditions.
“Mitsubishi Motors is a brand with genuine substance and a proud heritage,” explains Mukhola. “What excites me most is leading a brand with such strong foundations into its next phase of growth, at a time when the automotive industry is evolving rapidly in terms of customer expectations, technology and retail models.”
AA South Africa Strengthens Advocacy with Experienced Communications Professional
The Automobile Association of South Africa (AASA) has appointed Minesh Bhagaloo as Head of Public Relations and Advocacy, effective 19 January 2026, as the organisation enters what it describes as an invigorating phase of innovation and growth.
Bhagaloo brings two decades of professional experience spanning journalism and communications. With an Honours degree from the University of the Witwatersrand in Journalism and Media Studies, he served as a senior journalist with Independent Media Group’s national motoring titles for almost a decade before leading Product Communications at Ford Motor Company of Southern Africa. He subsequently served as Communications Director at Ford South Africa, overseeing various critical product, corporate and CSR milestones.
“Joining the Automobile Association of South Africa has presented an opportunity to merge a variety of skills acquired over the years in the various roles I’ve been entrusted with,” says Bhagaloo. “The AASA is in an invigorating phase, with innovation and growth being key facets of this exciting next chapter. We need to bring this to life for the South African consumer and motorist through showcasing this broader mobility and advocacy journey.”
Bobby Ramagwede, CEO of AASA, says the organisation is thrilled to welcome Bhagaloo, whose wealth of experience is well-positioned to help turn the page on the next chapter of almost a century of consumer and road-safety advocacy. “Our mandate is clear: safer vehicles, safer roads, and safer mobility for all South Africans. Alongside this, we’ve recently rejuvenated our brand and comprehensively refreshed our broader value proposition.”
Global Automotive Leadership Movement Continues
The automotive sector’s leadership transformation extends beyond South Africa’s borders, with Stellantis appointing Eric Laforge as Responsible for its Pro One Global Commercial Vehicles Business Unit, effective 1 January 2026. Laforge, whose career spans more than 30 years in the automotive sector, will lead the consolidation and development of the business unit encompassing six brands: Citroën, Fiat Professional, Opel, Peugeot, Ram and Vauxhall.
The appointments across South Africa’s automotive landscape reflect an industry in transition, with organisations seeking leadership combining deep sector expertise, strategic vision and the ability to navigate complex stakeholder environments. Auto manufacturing continues to play a critical role in South Africa’s economic future, particularly in employment, investment in industrial capacity and overall economic and social contribution.
As these new leaders assume their roles, the sector faces ongoing challenges including economic volatility, evolving customer expectations, technological disruption and the imperative to modernise retail and aftersales operations while maintaining competitiveness in both domestic and export markets.
