Ep. 14 The Next Driver #BusinessOfInfluence

THE CAR YOU DRIVE SAYS SOMETHING ABOUT YOU. HYUNDAI FIGURED THAT OUT 25 YEARS AGO.In this episode of the Business of Influence Podcast, hosted by Leroy Marc, Nontokozo Biyam joins the conversation to unpack one of the most fascinating brand localisation stories in South African marketing history. How does a foreign automotive brand become a home brand? How does a vehicle manufacturer earn a place not just in the driveway but in the culture? Twenty five years in, Hyundai has some answers worth studying.The conversation starts with something most automotive marketing misses entirely. A car is not just a functional purchase. It is an emotional one. It represents status, self expression and the milestones that define a life, the first job, the growing family, the next chapter. Nontokozo breaks down how understanding that emotional dimension changed the way Hyundai approached its South African audience and why brands that lead only with specs and price points are always going to lose to the ones that lead with meaning.The episode gets into how Hyundai built genuine community trust over time, through industry firsts like the seven year warranty, through sponsorship of local sporting codes and through literacy programmes that had nothing to do with selling cars and everything to do with earning belonging. That is what the shift from foreign entity to home brand actually looks like in practice and it does not happen overnight.The influencer marketing conversation in this episode is particularly sharp. Nontokozo is direct about why cookie cutter luxury collaborations do not work. The strategy is about showing how a specific vehicle model adds real, tangible value to a real person's life, and matching the right creator to that story rather than chasing reach for its own sake.The episode closes with the long game. How do you build a brand strategy with a 25 year horizon? How do you stay relevant to a student today who will be a parent in a decade? The answer sits at the intersection of mass awareness, mobile first content and a single unifying idea, progress, that follows the consumer through every life stage.This is Episode 13 and it is the conversation that reframes how we think about automotive brands, consumer loyalty and the future of culturally embedded marketing in South Africa.If you work in brand strategy, marketing, content creation or the automotive industry, this episode will shift how you think about building for the long term.Business of Influence is brought to you by Style ID Africa.Enjoyed the podcast? Join the conversation using #BusinessOfInfluenceListen and Follow Us Apple: https://tr.ee/7S9Qw2RYaB Spotify: https://tr.ee/8yFVYi Instagram: https://tr.ee/9MFBqI TikTok: https://tr.ee/F5wHS1 LinkedIn: https://tr.ee/72U7z0Follow Our Host and Guest Leroy: https://www.instagram.com/leroymarcn/ Nontokozo Biyam: https://www.instagram.com/nontibiyam/Email: [email protected] Music Produced by Emcee: https://www.instagram.com/emceeiii/#AutomotiveMarketing #Hyundai #ConsumerBehaviour