Motoring Mavericks inspires new generation of auto leaders

The National Automobile Dealers’ Association (NADA) has unveiled Motoring Mavericks, a campaign designed to help young South Africans see car dealerships as vibrant career destinations.

With youth unemployment still a national crisis, the initiative aims to show that dealerships are not just about selling cars—they are full-scale businesses offering diverse opportunities.

Modern dealerships rely on technology, data and innovation, creating demand for marketers, finance specialists, HR managers, business leaders and skilled technicians. “Many senior leaders in the industry started in entry-level roles and worked their way up,” says NADA Director Ashley Samuel. “We want young people to see dealerships as places where they can grow, learn and succeed.”

The campaign profiles young professionals thriving in roles such as Sales Executives, Marketing Specialists, Service Technicians and Finance & Insurance experts. Their stories, shared through short videos and interviews, provide practical guidance on how to enter the industry and progress.

South Africa’s dealership network remains central to the automotive sector, facilitating most of the 596 818 new vehicles sold in 2025. With new brands arriving and technology reshaping the landscape, dealerships are evolving into fast-paced environments where ambitious youth can build strong futures.

Motoring Mavericks will roll out across TikTok, Instagram, YouTube, Facebook and LinkedIn, ensuring young South Africans can easily access career insights and inspiration from peers already succeeding in the automotive retail space.