Johannesburg, 21 November 2025 – Hyundai Automotive South Africa has once again placed women at the centre of its brand vision with Heels on Wheels, an interactive motoring initiative hosted this week at the Hyundai Fourways dealership. Designed to equip women with essential hands-on automotive skills, the programme reflects a growing emphasis on empowerment, safety and confidence for female drivers across the country.
The workshop brought participants directly into the workshop environment, leading them through practical, easy-to-apply sessions that demystified everyday vehicle maintenance. Guided by trained Hyundai technicians, attendees learned how to safely change a tyre, carry out engine oil and fluid checks, and understand the basics of vehicle diagnostics. The programme also unpacked dashboard alerts, common warning signs and simple preventative maintenance habits that can save time, money and unnecessary stress.
Although the sessions were informative, the true intent ran deeper: bridging the knowledge gap that often leaves women feeling uncertain when confronted with vehicle troubles. Hyundai’s goal was to ensure that every participant walked away not only more informed, but more empowered.
With women making up 55% of Hyundai Automotive South Africa’s customer base, the initiative mirrors the company’s long-standing commitment to championing the women who drive the brand’s market presence. Rather than presenting Heels on Wheels as a one-off event, Hyundai positions it as part of a broader strategy to invest in meaningful empowerment initiatives shaped for and by women.
“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.”
This sentiment reflects wider global trends. International research consistently shows that women influence up to 80% of new vehicle purchases, often guiding decisions even when they are not the official buyer. Hyundai South Africa’s own internal data mirrors these findings, reinforcing the company’s ongoing investment in programmes that support, educate and uplift women at every stage of their mobility journey.
Rohde emphasised that technical knowledge goes far beyond convenience:
“When women understand their vehicles, they feel safer, more confident and more in control. And that matters deeply to us.”
Heels on Wheels ultimately showcased more than practical motoring skills. It became a space for conversation, community and shared experience — a reminder that confidence behind the wheel begins long before the ignition turns. For Hyundai Automotive South Africa, empowering women isn’t a marketing angle; it’s a strategic and cultural priority rooted in respect, recognition and the belief that informed drivers make stronger, safer road users.
As Hyundai continues shaping its future mobility outlook, initiatives like Heels on Wheels signal an ongoing commitment to the women who keep the brand — and the country — moving forward.
