About 5 000 applications were submitted within the first hour after entries opened, reflecting both the scale of youth unemployment and the company’s growing appeal as an employer. Human Resources Director, Christine Masinga said the response shows the brand’s connection with younger South Africans.

“We received a remarkable 21 058 applications from Gauteng, 9 161 from KwaZulu-Natal and 2 845 from the Western Cape. This surge not only reflects our reputation as one of the leading automotive players but our commitment to empowering the next generation with meaningful workplace opportunities.”

The 12-month programme, which commences today, is open to individuals aged between 18 and 34 and the cohort will be placed at various departments including Sales, Information Technology, Human Resources, Marketing, Aftersales as well as across the company’s national dealerships.

The company places on average 150 participants in the programme each year, with around 30% securing full-time employment afterwards. From a vehicle sales perspective, the Hyundai Automotive South Africa’s internal 2025/2026 data indicates that the brand resonates strongly with younger, first-time buyers and professionals under 35, driven by entry-level and crossover Sport Utility Vehicle (SUV) segments.

Tshiamo Sedikane, Human Resource Business Partner who is responsible for recruitment and placements, says the company’s digital-first recruitment strategy played a major role in attracting applicants. “Our approach meets young people where they are, using social platforms and targeted campaigns to create accessibility and a more human connection than traditional recruitment.”