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.
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Have you ever noticed that anybody driving slower than you is an idiot, and anyone going faster than you is a maniac?
George Carlin
South Africa’s automotive sector arrived at the recent South African Auto Week 2025 in Gqeberha with a renewed sense of optimism, backed by clear signs of recovery, reports Ecofin Agency.
September 30, 2025 will be remembered as a landmark day for both the South African automotive sector and for Foton globally, says the Chinese manufacturer after its first pre-production Completely Knocked Down (CKD) Foton bakkie rolled off the assembly line at its local plant.
Chinese automotive giant, Chery, is engaged in talks with multiple car manufacturers in South Africa about sharing production facilities to build its vehicles locally, the company's regional chief has revealed to Reuters.
