Gqeberha takes centre stage as Automechanika Johannesburg hosts landmark CEO Breakfast

Gqeberha – the heartland of South Africa’s automotive manufacturing industry – has hosted the Automechanika Johannesburg CEO Breakfast for the first time, marking a significant milestone for the country’s most important vehicle production hub.

Held at the Bluewater Bay Sunrise Hotel on 7 May, the inaugural Gqeberha session brought together senior executives, policymakers, economists and automotive stakeholders for a high-level discussion on the future of South Africa’s vehicle industry and the wider aftermarket value chain.

The choice of Gqeberha was deliberate: No other city better embodies the pressures and possibilities facing South African automotive manufacturing today.

Sponsored by the Coega Development Corporation (CDC) and Nedbank, the breakfast formed part of Automechanika Johannesburg’s wider programme of industry engagement ahead of the 2026 trade fair.

The session featured a welcome address by Dr Mpumelelo Mabula of the CDC, with keynote contributions from Dr Paulina Mamogobo of naamsa | The Automotive Business Council, economist Crystal Huntley of Nedbank and Bobby Ramagwede, CEO of the Automobile Association of South Africa.

A city at the crossroads of South Africa’s automotive future

Drawing on naamsa market data, Dr Mamogobo highlighted the rise in domestic sales and the growing importance of African trade opportunities. “Africa presents a firm growth opportunity through the African Continental Free Trade Area.”

She pointed to a major structural shift in the local market, saying, “Imported vehicles now account for 68.5% of total domestic new vehicle sales in Q1 2026,” a trend that underlines the scale of import penetration and the urgency of improving South Africa’s competitiveness.

Huntley added a wider consumer and macro-economic perspective, noting that household demand had entered 2026 on a firmer footing before new geopolitical pressures emerged. She warned that fresh risks were beginning to weigh on spending patterns. “Higher fuel prices and tighter financing conditions will temper discretionary income and reduce consumer confidence, resulting in more cautious spending.”

A leadership forum focused on action

Ramagwede gave voice to the pressures bearing down on the industry and on consumers. “When you introduce cheaper cars, consumers will buy cheaper cars,” he said, capturing in a single line the competitive challenge facing locally produced vehicles – vehicles that are, in large part, made in Gqeberha.

He called for decisive action at every level. “There are some fundamental policy and action shifts that need to be implemented if you want to see this province, this city, this country do well at the game of making and distributing cars.” He called for a stronger implementation mindset across the sector and in public policy.

Why Gqeberha, why now?

The decision to bring the CEO Breakfast to Gqeberha for the first time reflects a recognition that the city’s challenges and opportunities cannot be addressed from a distance.

The session also included a visit to the Coega Special Economic Zone in Nelson Mandela Bay, underlining the strategic role the region plays in South Africa’s industrial and export ambitions.

“Our goal with the CEO Breakfast series is to provide a high-level space where industry leaders can confront the real issues facing the automotive value chain and find practical ways to move forward,” noted Michael Dehn, managing director at Messe Frankfurt South Africa.

“This first session in Gqeberha was a success because it allowed us to examine the market through the lens of one of South Africa’s most important manufacturing hubs. We are seeing a very clear need for strategies that balance global trade pressures with local resilience, and we look forward to carrying this momentum into our main event in October.”

Takatso Sello, senior manager: Manufacturing at Nedbank, concluded that the breakfast reflected the resilience of South Africa’s automotive industry. “Despite extremely challenging weather conditions, industry stakeholders still showed up ready to engage, collaborate and focus on the future of the sector.”

Automechanika Johannesburg takes place from 27 to 29 October 2026 at the Gallagher Convention Centre, Midrand.