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.
Charging time remains a worry for many South Africans considering an electric vehicle, who still see it as a disruption rather than a quick stop at a filling station. That view is starting to shift.
The winners of the 2026 Automotive Business Council | naamsa Accelerator Awards were announced at the recently held Auto Week 2026, which took place in eThekwini, KZN.
GWM has expanded its local SUV line-up with the introduction of the all-new Haval H7. Replacing the outgoing model, the newcomer blends boxy styling, advanced technology and a choice of petrol, hybrid and plug-in hybrid powertrains, giving buyers a versatile family SUV with genuine all-terrain credentials.
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You can't buy happiness but you can buy cars and that's kind of the same thing.
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The winners of the 2026 Automotive Business Council | naamsa Accelerator Awards were announced at the recently held Auto Week 2026, which took place in eThekwini, KZN.
With the steep rise in fuel prices since March this year leading to historic record highs following massive increases in October, the government intervention annouched this week, is widely welcomed.
Most motorists will go their entire driving lives without deliberately pushing their vehicle to the limits of adhesion. Yet a sudden downpour, a patch of gravel, standing water or simply carrying too much speed into a bend can quickly expose the limits of a vehicle's grip.
