South Africa, 18 November 2025 – PEUGEOT South Africa is shifting perceptions of what a modern bakkie can represent. With its Ton of Vibes campaign, the brand is turning the PEUGEOT Landtrek into a cultural touchpoint – one that celebrates the strength, style and resilience at the heart of South African life. Running from 8 November to 20 December 2025, the activation blends mobility with creativity, embedding the Landtrek into the communities that continue to shape the country’s automotive identity.
Ton of Vibes is powered by a fleet of Landtrek units reimagined as mobile barbershops and DJ booths. These travelling hubs move through Gauteng with purpose: engaging residents, spotlighting township entrepreneurship, and using the Landtrek’s load bin as a place where grooming, music and conversation meet. It is a concept that feels inherently local – a blend of utility and culture that echoes how South Africans use their vehicles every day.
The timing of the campaign is significant. While the light commercial vehicle market has weathered a difficult year, the Landtrek has delivered a standout performance, recording 29.8% year-on-year growth in registrations (naamsa, 2025). This rise reflects a shift in buyer expectations. Today’s bakkie owners want capability, yes – but they also want design, comfort, and the flexibility to integrate work and lifestyle seamlessly. The Landtrek’s traction in the market underscores that evolution.
For PEUGEOT, the campaign is not simply an activation – it is an expression of how the Landtrek fits into everyday South African life. “At PEUGEOT, we see the Landtrek as more than a bakkie – it’s a symbol of progress, pride, and self-expression,” says Moeketsi Mapogo, South Africa and SSA Head of ProOne LCV Business Unit. “The Ton of Vibes campaign captures that spirit perfectly – taking the Landtrek into spaces that reflect real South African life, where craftsmanship, culture, and connection come together.”
Craftsmanship and connection are central to the story. Barbershops hold a deep cultural resonance in South Africa. They are places of identity, trust and shared experience – places that reflect the rhythm of community life. By transforming the Landtrek into a mobile extension of this environment, PEUGEOT highlights the vehicle’s best-in-class load capacity not through technical specification, but through lived experience. It becomes a canvas for entrepreneurial energy, a platform that makes movement meaningful, and a reminder that practical spaces can be cultural spaces too.
Ton of Vibes elevates that narrative by pairing grooming culture with music – another universal language in South Africa’s urban and township communities. The DJ booth installations amplify the campaign’s energy, creating moments that bring people together and reinforce the Landtrek’s role as a connector. The result is a blend of business, creativity and lifestyle that mirrors the spirit of the country’s most dynamic neighbourhoods.
Over ten weeks, the roadshow will visit nine PEUGEOT dealerships across Gauteng, allowing customers to experience the activation up close. Its finale will be a live broadcast in partnership with 947 Radio, extending the campaign’s reach beyond physical spaces and into the broader cultural conversation.
With Ton of Vibes, PEUGEOT is doing more than demonstrating the Landtrek’s versatility. It is positioning the bakkie as part of South Africa’s cultural landscape – a vehicle that supports small businesses, celebrates creative expression and reflects the way people live, work and connect. It is a statement of intent from a brand steadily expanding its local footprint: that innovation matters most when it resonates with the people it serves.
