Pretoria, 22 January 2026 – Hyundai Automotive South Africa has announced a landmark strategic partnership with former Springboks Rugby World Cup-winning captain, John Smit. The announcement, made at Hyundai’s Centurion dealership, was attended by leading figures from the sporting, motoring, and business sectors.
The partnership unites two leadership-driven brands, both built on shared values of excellence, integrity, and long-term vision. Unlike a conventional sponsorship, this collaboration is rooted in strategic alignment and mutual trust.
“John Smit is not only one of South Africa’s most respected sporting figures, but also a proven leader whose journey from elite sport to business leadership resonates strongly with our brand,” said Stanley Anderson, CEO of Hyundai Automotive South Africa. “This is a strategic partnership built on shared principles, trust, and a long-term vision, rather than a simple endorsement.”
Smit, who captained the Springboks to Rugby World Cup glory in 2007 and remains an influential figure in South African sport, said the collaboration with Hyundai Automotive South Africa felt natural and authentic.
“From our very first conversations, it was clear that Hyundai is a brand driven by quality, innovation, and progress,” Smit said. “The values that shaped my rugby career – discipline, teamwork, resilience, and accountability – are the same values I see reflected in Hyundai Automotive South Africa’s approach to business. That alignment is what makes this partnership so exciting.”
Since retiring from professional rugby, Smit has built a strong reputation as a strategic leader, entrepreneur, and boardroom influencer. In this new role, he will leverage his leadership experience and commercial insight to support Hyundai through business engagements, dealer initiatives, and stakeholder interactions.
As part of the partnership, Smit will have access to the all-new Hyundai SANTA FE, a vehicle that embodies bold innovation, premium comfort, and reliability – qualities that mirror the ethos of this strategic collaboration.
With this partnership, Hyundai Automotive South Africa strengthens its commitment to working with individuals who not only achieve excellence but lead with integrity, reflecting the company’s vision of innovation and progress in both motoring and business.
