F&I training needs a rethink, dealerships are catching on
The F&I office has always been a key part of the dealership experience, but recently, it has become one of the most pressured and misunderstood roles on the floor.
- Industry News
- 5 June 2025
Bridget Harpur (picture), Head of Marketing for the Volkswagen Passenger Cars Brands, has been honoured with the coveted Marketing Leadership and Innovation Award at the Loeries.
This recognition marks another significant milestone in her illustrious career and demonstrates her exceptional contribution to the Volkswagen brand and marketing in South Africa.
Bridget, who is a seasoned marketing professional with over two decades of experience, has demonstrated unparalleled expertise in brand development, campaign execution and team leadership. Her innovative approach to marketing has played a pivotal role in maintaining Volkswagen's position as one of South Africa’s most awarded automotive brands for creative advertising.
Reflecting on her journey, she shared: “My career started in 1998 in the advertising industry, where I held various roles across media, strategy and account management. I worked on the Volkswagen account, and that’s where my love affair with the brand began.
“In 2009, I joined Volkswagen South Africa, working in marketing and sales, and then in our rental division, before returning to marketing three years ago. Our recent campaigns, such as The Blind Spot and VW Night School, have been passion projects for the team, driven by our commitment to road safety and our ability to make a difference in saving lives.”
Bridget’s work has not only made a profound impact on the South African audience but has also gained her significant industry recognition. Last year, she was named Marketer of the Year at the 2023 Assegai Awards, cementing her reputation as a leader in the competitive automotive sector. Harpur’s innovative marketing strategies continue to take the Volkswagen brand “Beyond the Drive”, making meaningful connections with consumers and driving the brand’s impact on and off the road.
Vicki Buys, Managing Director of Ogilvy South Africa, commented on the win: “Everyone across Ogilvy South Africa is ecstatic that Bridget has been recognised for her consistent belief in creative advertising that has helped drive the Volkswagen brand forward in SA. Having had the personal pleasure of working closely with Bridget for many years, I know that she's not done yet.”
The Loeries’ Marketing Leadership and Innovation Award is given to individuals in recognition of their marketing achievements over an extended period. Notably, the first recipient of this award was former Volkswagen Group Africa’s Sales & Marketing Director, Mike Glendinning, in 2008.
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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
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