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Women Drive 55% of This Brand’s Buying Power

Hyundai Automotive South Africa today hosted its Heels on Wheels, an interactive motoring initiative designed to give women hands-on technical skills and greater confidence on the road, at Hyundai Fourways dealership.

Women participants were guided through practical sessions covering how to change a tyre, performing oil and fluid checks, basic vehicle diagnostics as well as understanding dashboard alerts and preventative maintenance. The programme aims to close knowledge gaps that often leave women feeling vulnerable when facing vehicle-related challenges.

With women representing 55% of Hyundai Automotive South Africa’s customer base, the event underscores the company’s commitment to recognising, celebrating and investing in the women who largely drive its market influence. Heels on Wheels is more than a motoring workshop but an empowerment platform.

“55% of our customers are women and this is a powerful statistic,” said Michael Rohde, Aftersales Director at Hyundai Automotive South Africa. “Women are at the heart of our brand. They are informed buyers, decision-makers and are shaping the future of mobility in South Africa.”

Global research highlights that women influence up to 80% of new vehicle purchases, even when they are not the official buyer, proving they are not the official buyer, proving they are not just part of the journey, they are driving it. Hyundai Automotive South Africa’s own data reflects this high influence hence the company’s continued women empowerment drive.

“When women understand their vehicles, they feel safer, more confident and more in control. And that matters deeply to us,” added Rohde.

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