Boksburg, South Africa – Leading smart-electronics brand and online marketplace mUther has taken a bold step into the future of mobility with the launch of the mUther Xperience Hub, the country’s first dedicated electric-vehicle (EV) showroom. Opened on 17 November 2025 at East Point Shopping Centre in Boksburg, the new space marks a significant expansion of the company’s offering—from smart home devices to fully electric personal mobility.
The Xperience Hub is the vision of tech entrepreneur Alex Staniland, whose passion for electric mobility has driven a series of pioneering ventures in South Africa. Earlier this year, he made headlines for launching the country’s first EV-only courier fleet. Now, he extends that momentum to consumers by giving them a dedicated environment to explore, learn about, and purchase battery-powered vehicles.
A New Chapter for a Smart-Home Leader
mUther, widely known as “The Ultimate Smart Home Store”, has built its reputation on curating high-tech devices that modernise and simplify everyday living. According to Staniland, entering the EV space is a natural evolution.
“I have long been a fan of electric vehicles,” he explains. “They offer so many benefits over traditional internal combustion cars—near-silent motoring, high efficiency, instant torque delivery, lower maintenance costs and a high level of refinement.”
Staniland believes the timing is right for South Africa. “South Africans have been slow to adopt electrified motoring, but I believe the tide is turning. The number of EVs on sale today has increased significantly. Charging infrastructure expands almost daily, and even government is coming to the table.”
Launching With the Dongfeng Box
The first model to be offered at the new showroom is the Dongfeng Box, a compact and stylish EV designed to bring affordability, practicality and advanced technology to mainstream buyers.
With distinctive exterior styling and a spacious, cleverly packaged cabin, the Box features dual digital displays and premium finishing touches. A standout interior feature is the fold-flat front passenger seat, which converts into a bed for quick rest stops—an unexpected convenience in this segment.
Entry models are equipped with a 70 kW / 160 N·m motor and a 30.6 kWh battery, delivering up to 330 km of range. Customers seeking longer travel capability can opt for the 43.9 kWh battery, extending the range to 430 km—more than enough for several days of commuting between charges.
More EVs from Dongfeng’s broader parent company portfolio are expected to join the line-up in the near future, giving consumers a variety of segments and price points to choose from.
Powering a New Lifestyle
More than just a car showroom, the mUther Xperience Hub is designed as a complete lifestyle environment that blends EV ownership with next-generation home technology.
“In addition to EVs and smart home devices, we will be highlighting an off-grid living concept,” Staniland says. “mUther is uniquely placed to offer our own charging stations, PV systems and storage solutions. We also offer a range of smart products to modernise existing homes with systems that take owners into a new era.”
This holistic approach means that customers can explore how electric mobility integrates with solar-powered homes, backup energy systems and connected living—an increasingly relevant consideration for South Africans seeking independence from grid instability.
A Shift Toward Accessible Electrification
As one of the earliest public advocates for local EV adoption, Staniland hopes the Xperience Hub becomes a catalyst for wider industry change.
“EV ownership has, until now, been the preserve of a few, usually wealthy, people. I believe brands such as Dongfeng are going to really shake up the EV space locally,” he says. “Our shop will serve not only as a place to explore EVs, but also as a showcase for smart home devices and the lifestyle possibilities they unlock.”
With the launch of the Xperience Hub, mUther positions itself at the intersection of mobility, technology and sustainable living—setting a bold new direction for consumer retail in South Africa.
