In a first for South Africa, leading smart electronics marketplace mUther has launched an electric vehicle-only showroom, signaling the company’s bold expansion from smart home technology into the automotive space. The mUther Xperience Hub, located at East Point Shopping Center in Boksburg, offers consumers a hands-on glimpse of the future of mobility.
The brainchild of tech entrepreneur Alex Staniland, mUther has long been recognised as “The Ultimate Smart Home Store.” With the Xperience Hub, the brand is set to redefine the local EV landscape. Its initial offering is the Dongfeng Box, a compact electric vehicle that blends modern design with practical functionality.
Staniland explains the philosophy behind the new venture: “I have long been a fan of electric vehicles. They offer so many advantages over traditional internal combustion engine cars — from near-silent motoring and instant torque to lower maintenance costs and refined performance. South Africans have been slow to adopt EVs, but the tide is turning. Vehicle availability is increasing, charging infrastructure is growing, and even government is coming to the table.”
The Dongfeng Box itself is a standout in the EV segment. Its roomy cabin features dual digital screens and premium finishes, with a front passenger seat that folds flat into a bed for a quick rest. Entry-level versions sport a 70 kW/160 N·m motor with a 30,6 kWh battery, delivering up to 330 km of range. An upgraded 43,9 kWh pack extends that to 430 km — more than sufficient for several days of commuting without a recharge.
The launch of the Xperience Hub follows Staniland’s earlier trailblazing venture: South Africa’s first EV-only courier company. “We started a courier service operating entirely on battery power to support our online marketplace, mUther,” he says. “Offering high-tech EVs for sale is a natural progression for the brand.”
Beyond electric vehicles, the Xperience Hub embodies a broader vision for sustainable, connected living. Customers can explore off-grid solutions, including mUther-branded charging stations, photovoltaic systems, and energy storage solutions, alongside a curated range of smart home devices designed to modernise everyday life.
“EV ownership has traditionally been limited to a select few,” Staniland adds. “Brands such as Dongfeng have the potential to shake up the local EV market. Our hub also serves as a showcase for smart home technology and introduces a lifestyle concept that reflects the future of energy and mobility.”
The mUther Xperience Hub officially opened its doors on 17 November 2025, marking a significant milestone for South Africa’s EV adoption and offering consumers a glimpse into a fully integrated, technology-driven lifestyle.
