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.”
Staff Writer
Reporting from the front lines of the collision repair industry, delivering expert analysis and the technical updates that drive the African automotive sector forward.
More From News
3M Cubitron™ Abrasives: Faster Sanding for Modern Collision Repair
3M's Cubitron II and Cubitron 3 abrasive systems are designed to help collision repair workshops improve productivity, achieve consistent finishes and reduce sanding and grinding time across a range of repair applications.
Tiny Car Accessories, Serious Crash Risks
Decorative steering wheel accessories may appear harmless, but safety warnings and medical reports show they can become dangerous projectiles during airbag deployment, causing severe injuries in crashes.
South Africa’s AutoGas Sector Moves Into Focus With First Dedicated Industry Workshop
South Africa's first dedicated AutoGas Workshop will bring together industry stakeholders, technical professionals and fleet operators to explore the opportunities and challenges of LPG as a cleaner transport fuel.
Rising Vehicle Technology is Changing the Repair Landscape in South Africa
South Africa’s vehicle repair sector is facing increasing complexity as advanced driver assistance systems and digital technologies become standard across the car parc, reshaping workshop requirements and repair processes.
EU Backs Tougher Circular Economy Rules for Cars
The European Parliament has approved new circular economy regulations that will require vehicle manufacturers to improve recyclability, increase recycled material use and strengthen end-of-life vehicle responsibility.
Young Hyundai Technician Plays Key Role in Building Commercial Vehicles
Hyundai Automotive South Africa assembly technician Kwanele Sibisi has contributed to the production of more than 2,000 commercial vehicles, demonstrating the skill and dedication required in modern vehicle manufacturing.