Audi South Africa recently launched their fully electric e-tron brand in South Africa along with a thought-provoking launch campaign, the “Story of Progress”, aligned to local industry shapers and pioneers who are showcasing their efforts within the futuristic fields of digitalisation, design, performance and sustainability.
To celebrate the era of electric mobility and the next step in Audi’s automotive progression, the ‘Story of Progress’ interview series explores the ideas, visions and expectations of what the future may look like and how we as South Africans can be encouraged to get there.
The Audi “Story of Progress” campaign includes a local angle and follows a continuation of global stories carried out by international personalities like Janelle Monáe (singer and songwriter), Regé-Jean Page (actor), Stella McCartney (fashion designer) to name a few. The integrated campaign, which spans across digital and above-the-line channels, is delivered through an interview-style execution that aims to drive meaningful thought and conversation.
Audi’s Story of Progress campaign focuses on four distinctive themes:
“When you have only one breath on which to dive deep, you appreciate what a finite resource is,” says Hanli Prinsloo, free diver and ocean conservationist. "We are living in a golden age of sustainability with access to knowledge that, if properly harnessed, can create a world of new possibilities. You protect what you love," – a defining lesson learnt by Hanli after a pod of more than 60 sperm whales chose her to babysit their young calf. In that moment, when she was accepted as "part of the pod", she realised how much we live on a shared planet.
“Our future relies on the small steps we take together, every day.” Donald Nxumalo is an award-winning interior designer, with a unique ability to reconfigure the stories of the past in the spaces he shapes. “The biggest change comes from pitching up every day.” Donald seeps optimism through his hope for a better tomorrow, motivated by the unknown and excited for the opportunity to be intentional when designing for the future. For Donald, beautiful design tells a story.
“The digitalisation of industries can help spread ideas and opportunities exponentially, bringing with it the power to solve some of the biggest issues that we face today,” says Aisha Pandor an entrepreneur, investor and mom, whose vision for the future is one in which equality is propelled by technology.
"Pushing boundaries is crucial for performance," says Dion Chang, founder of Flux Trends. Dion has spent his career questioning the norm, pushing people far past the point of being comfortable by asking those difficult questions and opening them up to possibilities. He encourages people to take the extra step to realise the power we all possess to make a difference and enact change.
ZF Aftermarket has named Maic Dressen as Managing Director of ZF Services South Africa (Pty) Ltd and Sub-regional Head for Sub-Saharan Africa and the DomTom regions. He will lead the company’s South African operations and support its growth across the continent.
Volkswagen has marked 75 years of vehicle production and sales in South Africa with a gala event in Kariega attended by President Cyril Ramaphosa, while also revealing the new Volkswagen Tengo, the third model to be built at the local plant. The Tengo will be produced for the South African and wider markets.
BAIC South Africa used the Festival of Motoring 2026 at Kyalami Grand Prix Circuit to highlight both its established range and new energy vehicle ambitions. The event marked the first public appearance of ARCFOX in South Africa, alongside the unveiling of BAIC’s X55 Plug‑in Hybrid Electric Vehicle.
Advertisement
Advertisement
I have bad reflexes. I was once run over by a car being pushed by two guys
Woody Allen
ZF Aftermarket has named Maic Dressen as Managing Director of ZF Services South Africa (Pty) Ltd and Sub-regional Head for Sub-Saharan Africa and the DomTom regions. He will lead the company’s South African operations and support its growth across the continent.
Volkswagen has marked 75 years of vehicle production and sales in South Africa with a gala event in Kariega attended by President Cyril Ramaphosa, while also revealing the new Volkswagen Tengo, the third model to be built at the local plant. The Tengo will be produced for the South African and wider markets.
South Africa’s automotive parts industry has experienced significant contraction in recent years, with official data from the National Association of Automotive Component and Allied Manufacturers (NAACAM) and the Department of Trade, Industry and Competition (dtic) confirming widespread job losses and company closures.
