The automotive and mobility sectors have long been considered male-dominated industries. However, initiatives like “Women with Drive – ALIVE!” are redefining this narrative by creating platforms that empower and uplift women. MasterDrive’s annual Women with Drive event has become a beacon of inspiration for women within the automotive world. This year, the event proudly welcomes four prominent partners—Castrol, FNB, Messe Frankfurt, and MUA Insurance Acceptances—each playing a crucial role in the initiative’s mission to celebrate and support women in the industry.
A Collective Force for Change
Eugene Herbert, CEO of MasterDrive, highlighted the importance of these partnerships in driving the initiative forward: “The interest and support shown in Women with Drive is a testament to the power of the event within the mobility and automotive sector.” Since its inception eight years ago, Women with Drive has grown significantly, now taking place at the prestigious Festival of Motoring (FoM). The event is designed to be a source of knowledge, inspiration, and support for women as they navigate and excel in an industry traditionally dominated by men.
Castrol: Fueling Transformation
Castrol, a global leader in automotive lubricants, has long been committed to promoting diversity and transformation within the industry. Siyasanga Mbolekwa, Channel Sales Manager at Castrol, expressed her enthusiasm for the partnership: “Women with Drive – ALIVE! aligns with Castrol’s transformation goals.” Mbolekwa’s journey from an executive assistant to a leadership role within Castrol exemplifies the potential for growth that Women with Drive seeks to inspire in its participants. She encourages women to take control of their careers and to seize the opportunities presented to them.
FNB: Championing Women-Led Businesses
FNB’s involvement as a headline partner underscores the importance of supporting women entrepreneurs. Linda Cele, Product Head: Key Accounts and Partnerships at FNB, emphasized the bank’s commitment to fostering shared prosperity: “Women play a critical role in our economy, accounting for 47% of SMEs in South Africa.” As women increasingly participate in South Africa’s economy, FNB aims to address the unique needs of women-led businesses and to support their growth within the automotive and mobility sectors.
Messe Frankfurt: Celebrating Innovation and Diversity
Messe Frankfurt, the powerhouse behind the Festival of Motoring, has provided a dynamic platform for the Women with Drive event. Judy Maharaj, Show Director of FoM, noted the importance of collaboration in driving change within the industry: “Women bring unique perspectives and experiences essential to the growth and evolution of the industry.” The partnership between Women with Drive and Messe Frankfurt reflects a shared commitment to fostering an inclusive environment where women’s contributions are recognized and celebrated.
MUA Insurance Acceptances: Steering the Future
MUA Insurance Acceptances joins the initiative with a focus on celebrating the power and potential of women in the sector. Marike van Niekerk, Manager of Legal, Compliance, Marketing & Communications at MUA, highlighted the significance of empowerment: “Empowered women aren’t just driving change—they’re steering the future.” MUA is dedicated to creating pathways for women to succeed, breaking down barriers, and paving the way for future leaders and innovators in the mobility sector.
A Vision for the Future
The 2024 Women with Drive – ALIVE! event is more than just a gathering; it is a movement that showcases the potential, growth, and opportunities within the mobility sector. The event’s success is a testament to the collective efforts of its partners and the women who participate. As Herbert aptly stated, “The industry is ALIVE with potential, growth, and opportunity, and this year’s event seeks to showcase this.”
For those interested in being part of this transformative event, registration is now open for virtual attendance. Participants can look forward to engaging discussions, inspiring stories, and a celebration of women’s achievements in the automotive industry.
