Written by Thato Gololo, a student at the University of Witwatersrand -
Tucked in the corner of the hall, stand two large, imposing trucks. Almost counterpoint to these impressive vehicles is the fact that each of these trucks is adorned in pink, with high heels included in the numberplates. The staff are dressed head to toe in pink and white, with pink high heels that sparkle from across the room. These transport vehicles proudly convey a strong sense of femininity integral to the brand they represent - Basadi Automotive Group.
Founded by Josephine Malakoone in 2018, the company has the simple goal of placing women in decision-making positions in the automotive industry. Malakoone spent 12 years in the automotive industry prior to founding her company but realised that she did not have an answer when clients asked her to recommend logistics companies to transport their vehicles. That was when she decided to venture into the unknown.
Basadi Automotive Group is a mobility and logistics company headquartered in Alberton, Gauteng, but it operates between Durban, Gqeberha (Port Elizabeth) and Cape Town with the ultimate goal of becoming national. “We are looking to grow. The key focus is to get these young ladies to come on board strongly and [to] be able to start handing over and being able to say… take the lead, run with it.”
According to Malakoone, significant barriers to entry prevent women from breaking into the industry. “If you look at your equipment… your assets that you need to enter, the cost of entry is quite high. I’m able to take my provident fund and start the business. So it gets a bit difficult if you don’t have the kind of funding and… backing behind you.”
“This is my first time at Automechanika… The traction we got from previous events made me realise how much we needed to… invest and spend time and make sure that we're at the right place with the right people, at the right time.” Malakoone is here with a mission to show that a 100% black, female-owned company can thrive, even in a predominately male-orientated industry. “We are also fashionably feminine, and we do it in heels and we do it well.”
