Isuzu Motors South Africa (IMSAf), driven by tomorrow's leaders: Sinethemba Cobo — from graduate to business partner
You don't have to know everything, just be willing to learn, stay curious, and believe you have something valuable to contribute.
Isuzu Motors South Africa (IMSAf) continues to invest in the nation's future by empowering young professionals like Sinethemba Cobo, proof that with the right support, youth can drive meaningful change in both industry and community.
Sinethemba's journey: From graduate to business partner
Sinethemba Cobo's story with Isuzu Motors South Africa began in February 2020, when he joined the company as a graduate in training, stepping into the automotive world without prior experience. 'I came in straight from university, not knowing what to expect, but IMSAf welcomed me with open arms,' Sinethemba recalls.
The timing was challenging, just before the onset of the Covid-19 pandemic, but it offered him a crash course in adaptability and resilience.
From the outset, Sinethemba was immersed in every aspect of automotive sales, marketing, and aftersales support. 'I quickly learned how marketing drives sales, how our dealer network operates, and how after-sales service is crucial to customer satisfaction and product reliability,' he says. This holistic exposure gave him a deep appreciation for IMSAf's core values: reliability, capability, and durability.
Today, Sinethemba serves as a Business Partner in the Commercial Vehicles division, managing Full Maintenance Lease (FML) customers, a role that lets him blend strategic thinking with real impact.
Growth through opportunity and education
IMSAf's Graduate in Training Programme laid the foundation for Sinethemba's growth. 'One of the highlights was attending a Management Development Programme at a top business school,' he shares. Over two years, he delved into strategic management, labour relations, marketing, and leadership. 'It taught me that leadership isn't a title, it's a daily decision. I developed my own philosophy of being a TRUE leader: Trustworthy, Reliable, Understanding, and Empowering.'
Education remains central to Sinethemba's journey. With IMSAf's support, he completed an honours programme and is now pursuing a master's degree. 'IMSAf doesn't just talk about development, they invest in it, financially and through encouragement,' he adds.
Culture, mentorship, and innovation
Sinethemba credits IMSAf's culture, rooted in Japanese values like Ikigai, or 'a reason for being', for helping him find purpose in his work. 'I realised my joy lies in creating value and supporting products that serve people,' he says. This cultural foundation, along with strong mentorship, helped him transition seamlessly from graduate to a strategic, customer-facing role.
Mentorship has been a cornerstone of Sinethemba's career. 'My mentor guided me through the organisation, helped me build resilience, and pushed me to always strive for excellence,' he notes. At Isuzu Motors South Africa (IMSAF), support comes from every level, creating an environment where young talent can thrive.
Innovation is woven into IMSAf's DNA. 'We're encouraged to understand the business holistically, which makes innovation intuitive. It's about asking, 'How can we do this better than yesterday?' That mindset of continuous improvement is part of our culture,' Sinethemba explains.
Overcoming challenges and giving back
Sinethemba's path wasn't without obstacles. 'I applied to many automotive companies before IMSAf, but coming from a disadvantaged background and not having a driver's license was a barrier,' he shares. IMSAf saw his potential and invested in him, covering the cost of driving lessons and helping him secure his license. 'That support changed my life and unlocked my potential,' he says.
Empowered by IMSAf's commitment to youth and diversity, Sinethemba now pays it forward, mentoring others, leading community projects, and representing the brand in public forums. IMSAf's support has enabled me to make an impact beyond my immediate role. I've been empowered to lead with purpose and serve with heart,' he reflects.
Sinethemba's advice to aspiring youth
To young people considering a future in the automotive industry, Sinethemba offers this advice: 'Give the industry a chance. Be open-minded, resilient, and think long-term. You don't have to know everything, just be willing to learn, stay curious, and believe you have something valuable to contribute.'
Through stories like Sinethemba Cobo's, IMSAf demonstrates its unwavering commitment to empowering South Africa's youth, fostering innovation, driving change, and building a future that inspires pride and possibility.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
TimesLIVE
10 hours ago
- TimesLIVE
Aprilia ready for courtroom showdown with Martin over contract
MotoGP world champion Jorge Martin's bid to escape his Aprilia contract looks set for a date in the courtroom, with the Italian manufacturer's boss Massimo Rivola declaring on Sunday that they are 'relaxed' about dragging the dispute before a judge. The simmering contract drama boiled over last month when Martin announced his intention to leave Aprilia ahead of the 2026 season, barely a week after the team insisted he honour the two-year agreement he had signed. The 27-year-old, who has raced in only one round this season due to injuries in a preseason crash and at the Qatar Grand Prix, said he had exercised his right to release himself for the 2026 season. His manager Albert Valera had also said Martin is free of his contract for next year having triggered a clause but Rivola said that was not the case. 'I think he's not going to be free for 2026,' Rivola told TNT Sports at the Dutch Grand Prix. 'In case we have to go to the court, the judge will take his position but we are quite, I say, relaxed about that.' The dispute has also caught the attention of MotoGP organiser Dorna Sports, who took a firm stance on rider movement. Dorna CEO Carmelo Ezpeleta said they would not accept any rider entry unless a judge clears them to ride or both parties reach an agreement. 'Now Aprilia says it has a contract in place with Martin while his manager, Valera, says he is free,' Ezpeleta told Sky Italia. 'For us to accept that, there is a need either for the two parties to come to an agreement or for a judge to decide the case.' With Ducati out of the picture after they snubbed Martin last year, Honda may be an option but the Japanese outfit's manager Alberto Puig said they will not get involved until Martin reaches an agreement with Aprilia. 'We can wait. Frankly speaking, it's a matter between Aprilia and Jorge,' he said. 'It must be clear. If he gets out of the contract, then we will understand. We are not in a super hurry. We will see what is the final resolution there.' Meanwhile, Martin's physical recovery continues with Rivola revealing the Spaniard will run a test in Misano on July 9, targeting a return at the Czech Grand Prix in mid-July. 'Having one race before the (summer) break would be good so mentally. Physically, he starts getting a bit of rhythm and then he knows that he has to push ... Then to get the result will be a second step,' he said.
IOL News
11 hours ago
- IOL News
Hijackers target Gauteng as demand for stolen vehicles rises sharply
According to figures from the South African Police Services (SAPS), an average of 66 cars are forcefully taken from drivers each day, marking a significant rise from levels seen before the COVID-19 pandemic. Gauteng province has the highest number of hijackings, making this a serious concern across South Africa. The province accounts for nearly half of all reported cases. This was revealed in data showing a sharp increase in incidents involving popular car brands. According to figures from the South African Police Services (SAPS), an average of 66 cars are forcefully taken from drivers each day, marking a significant rise from levels seen before the COVID-19 pandemic. This alarming trend highlights the growing sophistication and boldness of criminal networks targeting motorists. The Western Cape and KwaZulu-Natal also report elevated hijacking rates, each contributing approximately 14 percent to the national total. It's important to note that these numbers specifically refer to hijackings involving threats or violence; the number of total vehicle thefts, including non-violent ones, exceeds 40 000 annually. Security experts and insurance companies have been warning of this surge. Fidelity Services Group noted earlier this year that the first half of 2024 would likely see a rise in hijackings. That prediction has since proven accurate, with particular models repeatedly appearing on high-risk lists. Criminals generally select vehicles based on market demand, often stripping them for parts or reselling them in other countries. Among the most targeted brands are Toyota, Volkswagen, Ford, and Nissan. Specific models such as the Toyota RAV4 and Corolla Cross have become increasingly sought-after by hijackers. The Corolla Cross, though only introduced in South Africa in late 2021, quickly rose in popularity, selling over 22,000 units in 2024 and consistently ranking among the top-selling vehicles in the country. Other vehicles frequently listed as high-risk include the BMW 3 Series, Ford Ranger, Hyundai i20, Nissan NP200, Toyota Etios, Fortuner, Hilux, Prado, Land Cruiser, and various VW Polo models. These vehicles are not only popular locally but are also in demand across the continent, especially due to the availability of spare parts. Some cars, particularly four-wheel drives and utility vehicles, are also targeted for their ability to handle rough terrain, making them ideal for cross-border smuggling. Fidelity reports that about 30 percent of stolen or hijacked vehicles are taken into neighbouring countries. In one recent operation, authorities recovered several vehicles — including a Toyota Fortuner, an Isuzu bakkie, and a Land Rover Discovery — at a property in Kibler Park, Johannesburg. These cars were allegedly en route to Eswatini, linked to a syndicate smuggling vehicles across borders. Additionally, there has been a noticeable uptick in hijackings involving delivery vehicles. Criminals now often target vehicles not just for the cars themselves, but for the valuable cargo they carry. Models like the Hyundai H100 are commonly affected, as online shopping and deliveries have increased dramatically. To minimise risk, security professionals advise staying alert, especially when approaching or leaving your home. If you suspect you're being followed, head to the nearest police station or a busy, well-lit area. If confronted, avoid resisting—most hijackers are armed, and resistance could escalate the danger. Awareness and caution remain the most effective personal defence.
The Citizen
a day ago
- The Citizen
Tshwane Deputy Mayor accused of owing R12.5m in rental arrears
The DA further alleges that Modise dismissed the arrears in an addendum to the lease, citing repairs done to the property. The Democratic Alliance (DA) in the North West has accused Tshwane Deputy Mayor and MMC for Finance, Eugene Modise, of owing more than R12.5 million in unpaid rent to the North West Housing Corporation (NWHC) for the lease of the Morula Sun property through his company, Mzanzi Resorts. According to DA CJ Steyl, the debt stems from a lease agreement entered into in December 2019. DA allegations The contract, initially set for three years, was extended to April 2026 despite arrears reportedly accumulating since the last payment in September 2024. 'The Deputy Mayor of Tshwane has failed to honour a lease agreement with a struggling state entity, while extending the contract under questionable terms. 'This raises serious concerns about accountability and preferential treatment,' said Steyl. The DA further alleges that Modise dismissed the arrears in an addendum to the lease, citing repairs done to the property. However, the contract reportedly places maintenance responsibilities on the lessee. 'We have referred this matter to our Tshwane Spokesperson on Finance, Jacqui Uys, to investigate within the Metro Council,' Steyl said. 'We also request the Deputy Mayor and NWHC to appear before the North West Legislature's Portfolio Committee.' The city said it can not confirm the deputy mayor's personal business in the North West. ALSO READ: DA threats 'irresponsible': Ramaphosa 'amazed' at Steenhuisen's reaction over Whitfield dismissal Modise denies owing money Responding to the allegations, Modise said the lease agreement was signed before he took public office and that it had been impacted by the Covid-19 pandemic. 'We are not owing NWHC. We have made expensive and crucial renovations and makeover of the property, and the extension has merit,' Modise said. He said he had declared the agreement upon entering office and dismissed the DA's claims as politically motivated. 'Please don't expect me to contaminate the relationship we have with NWHC due to political gimmicks,' he said. Modise added that discussions around the lease were ongoing between Mzanzi Resorts, the NWHC board, and legal representatives. 'It would be disingenuous and inconsiderate to disclose the details while engagements are underway.' NOW READ: Leaving GNU would cause 'coalition of chaos', says Steenhuisen as DA escalates pressure
