TopGear South Africa Successfully Hosts Inaugural Automotive Journalism Mentorship Programme

Johannesburg, South Africa — [4 April]  TopGear South Africa has successfully completed the first edition of its Automotive Journalism Mentorship Programme, welcoming 13 aspiring automotive journalists, content creators, photographers and videographers for a three-day industry development initiative held from 28 to 30 May.

Created to support the next generation of South African automotive media talent, the programme gave participants practical exposure to the skills, standards and professional expectations required to succeed in the sector. The curriculum covered storytelling, content creation, photography, videography, social media, media ethics, professionalism and the relationship between automotive brands and the media.

Participants engaged directly with experienced professionals from across the automotive and media landscape, gaining insight into the day-to-day workings of the industry and the capabilities required to build credible, sustainable careers. Contributors included Taryn Jakobi, PR Manager at Foton South Africa; Justin Jacobs, PR and Media Manager at Mercedes-Benz South Africa; automotive content creator Kumbi Mtshakazi of Kumbi M on Cars as well as Niki Louw, Head of Content at TopGear SA.

Jakobi shared guidance on the relationship between vehicle manufacturers and the media, with a focus on professional conduct, vehicle requests and the standards expected when working with OEMs. Jacobs provided practical advice on how to approach press vehicle requests professionally and why trust remains central to effective media and manufacturer relationships. Mtshakazi led a session on digital content creation and personal brand development, drawing on his own experience as an automotive creator.

“We’ve always cared deeply about improving the quality and knowledge of people entering this industry,” said Avon Middleton, Publisher at TopGear South Africa. “Mentorship felt like the right way to formalise that commitment. Having successfully completed the first of what we hope will be many sessions, we are encouraged by the depth of the content, the quality of the discussion and the level of engagement from the participants.”

The programme also included a simulated vehicle launch, where participants worked in teams to produce written and visual content under conditions designed to reflect the pressures, deadlines and expectations faced by professional automotive media practitioners. The exercise concluded with final presentations, mentor feedback and the presentation of certificates.

“As the industry continues to evolve across traditional journalism, digital platforms and content creation, it is essential that emerging talent understands not only how to create compelling content, but also the professional standards, ethics and responsibilities that underpin credible automotive reporting,” said Taryn Jakobi. “It was encouraging to engage with such passionate and enthusiastic participants, and I am confident that many of them will make a meaningful contribution to the industry in the years ahead.”

For Mtshakazi, the opportunity to mentor emerging talent carried personal significance.

“Being a TopGear mentee myself, to now have the opportunity to share my own experiences with the next generation of automotive journalists and content creators is something I do not take lightly,” said Kumbi Mtshakazi. “The industry needs fresh voices, diverse perspectives and passionate storytellers, and programmes like this play an important role in developing future talent.”

Louw also highlighted the passion and determination shown by participants eager to enter the automotive media industry.

“As long as there’s passion and respect, the next generation of motoring media can go far. Working amongst and with the mentees at our TGSA mentorship programme has shown me just how valuable our role in the industry is, regardless of journalism, content creation, videography/photography, and so on”, said Louw. “People want to do what we do, and they are willing to go the extra mile past the moon to do that”. 

Jacobs added that initiatives of this nature help broaden understanding of the automotive media profession.

“The work being done by TopGear South Africa is truly inspiring,” said Justin Jacobs. “By providing mentorship from seasoned industry professionals, this programme sheds light on the depth of automotive media and proves that it encompasses far more than what is simply seen on a screen or in print. Having once been on the outside looking in, it was a privilege to share my story and insights with the next generation of content creators.”

Ntsako Mthethwa, Senior Journalist at TopGear South Africa, served as the programme champion, helping guide the initiative from concept to execution. His own journey into automotive media began through mentorship, giving the programme a strong personal significance.

"The automotive industry needs new voices, fresh perspectives and storytellers who understand both the cars and the people behind them," said Ntsako Mthethwa. "This initiative was about creating a pathway for the aspiring participants to learn directly from industry professionals and gain a clearer understanding of what it takes to build a career in automotive media."

Following the success of the inaugural programme, TopGear South Africa plans to host the initiative three times a year, giving more emerging media talent meaningful access to the automotive industry. The next edition is scheduled for September 2026.

The Mentorship Programme forms part of TGSA’s broader commitment to developing the next generation of automotive journalists and content creators. It is also intended to evolve into a sustainable, industry-supported Internship Programme in 2027, giving participants first-hand experience across various areas of the automotive sector.

“We do not do this alone,” Middleton added. “This first Mentorship Programme was supported by Foton South Africa, BMW Group South Africa, Toyota South Africa Motors, Mercedes-Benz South Africa and Ford South Africa. TopGear South Africa and Clipping Point Publishing extend sincere thanks to these companies for recognising the value of this initiative and supporting the development of future industry talent.”